Consumer retail has significantly influenced B2B buyer expectations – today, 83% of B2B buyers prefer digital commerce, according to Gartner. They seek the same simplicity and control they experience as consumers – an experience where they can compare, configure, receive a quote, or purchase online with ease.
However, many B2B sellers are hesitant to shift to online platforms due to the complex nature of their products. And it’s understandable – traditional eCommerce tools were designed to sell sweatpants, not cryotherapy chambers or forklifts. Selling configurable, high-value items online presents unique challenges. B2B eCommerce is often far more intricate, requiring customization, quoting, and specialized configuration.
The business case for buyer-friendly eCommerce
New data from HeadQ shows that 36.7% of all B2B sales transactions happen outside office hours. Coupled with data from a 2023 McKinsey study, which says that 70% of B2B decision-makers are prepared to spend up to $500,000 on a single e-commerce transaction, it’s clear that businesses that rely solely on human interaction during office hours risk hundreds of thousands in lost revenue per year, if not more.
This new data on out-of-hours sales demonstrates the growing importance of B2B consumerization. Buyers increasingly expect the ability to initiate or complete purchases whenever it’s convenient for them.
Bridging the gap between traditional sales and pure end-to-end self-service, making the sales process more efficient and buyer-friendly isn’t just a response to demand; it’s a strategic advantage. Companies that prioritize this approach gain a clear upper hand by creating a seamless, accessible buying experience that builds trust and loyalty.
Misconceptions about selling complex products online
The idea that complex products are “too difficult” to sell online is increasingly outdated. Traditional eCommerce was built around simplicity, which is ideal for low-involvement products like clothes or gadgets. However, this approach falls short when applied to complex products where buyers need to configure them to their needed use cases. These products require a level of customization that traditional “add to cart” models cannot support.
Traditionally, B2B sales have relied heavily on personal interactions, with reps believing each sale requires custom explanations and extensive back-and-forth communication. While this model may still work for some, it’s a cumbersome process that often creates delays and frustration for buyers. In fact, 54% of millennials prefer a sales rep-free buying experience.
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B2B sales need to be as frictionless as possible to avoid high dropout rates
B2B customers frequently encounter barriers such as limited product information, lack of pricing transparency, or the inability to visualize product configurations. This friction not only hinders conversions but can also negatively impact brand perception as prospects grow frustrated with the process.
Relying on PDFs, charts, and emails to communicate complex information is a slow and outdated process, and prospects can easily get lost in all the technical details, especially if they’re wading through a 50-page product manual. This kind of friction leads to frustration, lower conversion rates, and an overall negative perception of your brand.
When customers encounter friction in the buying process, they drop off. If they can’t understand the options easily, need to download a lengthy PDF, or are forced to call a sales rep for basic info, they’ll lose interest.
Conversely, companies that can provide the best self-service buying experience get the upper hand in sales.
Simplifying complexity
In industries where face-to-face interactions have long been the standard, offering a digital commerce option can be a significant differentiator. Much like Tesla’s online configurator transformed car sales, self-service solutions in B2B can revolutionize the sales process by simplifying complex transactions and putting control in the hands of buyers.
To address these limitations, solutions like Visual CPQ (Configure, Price, Quote) technology offer a transformative approach. Visual CPQ allows buyers to customize and configure products according to their specific needs, offering them a clear visual representation of the final product. For example, it can help buyers navigate whether the forklift can fit through their doorways, how tight of a turning radius it has, and what load it can carry. Traditional eCommerce simply doesn’t cut it when this level of customization is needed.
This solution not only enhances user experience but also empowers B2B buyers to make informed purchasing decisions outside regular business hours, reducing dependency on sales representatives and improving conversion rates.
Self-service tools to help manufacturers sell complex products online
Buying jobs, much like the jobs to be done framework, are tasks buyers usually go through when buying products.
- Find the right product
- Get the right build / right configuration for it
- Get the price
- Buy with confidence
As a company selling our products online, you need to find a way to offer self-service tools for these key buying jobs.
While some aspects might be relatively easy (e.g., place your products on your website and clearly state what they do, which problem they solve, etc), some aspects are worth considering more. For many manufacturing companies, the hardest part is nailing down the right configuration so that customers can be confident about their purchase. But with the right technology, this can be accomplished simply and efficiently.
The bottom line: making B2B buying better
If we want businesses to thrive in the modern B2B eCommerce space, it’s time to move beyond the old model. Visual CPQ tools empower customers to get what they want without endless hand-holding. They save the sales team’s time, boost conversion rates, and, most importantly, create a buying experience that customers remember.
Selling complex products online used to feel impossible, but today, it’s not just possible – it’s essential.
The future of B2B sales is digital, and those who invest in the right tools to streamline complex purchases will come out ahead. Your customers deserve an easy, intuitive buying experience, and visual CPQ tools are the key to making that happen.
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