Manufacturers are struggling to meet customer expectations for a modern online experience. Unified sales enablement, where digital and human interactions merge, offers a solution for growth.
Nearly three-quarters (73%, to be exact) of business buyers feel their vendor relationships lack depth and customization. And if that wasn’t enough, a staggering 80% are downright unhappy with their customer experiences.
So, how can you make sure your business doesn’t become just another cautionary tale?
B2B customers are busy professionals under pressure. They crave systems that streamline their buying journey and minimize errors – think efficiency, accuracy, and getting the job done right the first time (because who has time for anything else?).
To combat this growing customer dissatisfaction, manufacturers need a new approach to B2B commerce, one that prioritizes personalized experiences and unified sales enablement.
Unified sales enablement in action
Today’s B2B customers live online. They research, compare, and purchase with ease, expecting the same level of convenience and efficiency from their suppliers. Yet, we can’t forget that behind every screen are teams of people making decisions. This creates a complex dance between digital and offline touchpoints throughout the buying journey.
That’s why true eCommerce success for manufacturers hinges on integration, not isolation. Your online store can’t operate in a silo. It needs to connect with your sales team and existing tools.
Imagine this: your sales reps armed with the same real-time product information and ordering systems as your customers, empowered to provide instant quotes, configure complex products, and manage RFQs – all within a unified platform. And on the flip side, your customers have the option to self-serve or connect with a real person, tapping into your team’s expertise when needed.
This flow of information and collaboration is the essence of unified sales enablement. Platforms like OroCommerce are built for this very purpose, offering robust quoting, configuration, CPQ, and order approval workflows that empower both your team and your customers.
Bridging the digital divide
Deloitte’s research reveals that over 3 in 4 B2B companies acknowledge their customers’ demand for a digitized sales process. Ironically, 71% of these companies admit their own processes are still largely manual. Talk about a disconnect!
This gap between expectation and reality can hurt your business. Digital commerce bridges this divide. Your B2B eCommerce platform becomes the foundation of a digitized ecosystem, automating manual processes and freeing your sales team to focus on what matters: building relationships and providing exceptional customer service.
The future of B2B commerce in manufacturing is here. It’s about truly enabling your sales team, driving more sales, improving data management, and boosting efficiency. Don’t get left behind in the dust of the digital revolution.
Ready to transform your manufacturing business for the digital age? Download our B2B eCommerce Playbook for Manufacturers today and discover winning strategies for success.
Aidan McGaughey is Sales Manager UK/I & Nordics at OroCommerce.
Aidan McGaughey, is B2B eCommerce expert in the UK and helps businesses unlock their full potential with deep experience in SaaS, B2B, and cross-border selling.
Connect with Aidan on LinkedIn.
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