A B2B store on Magento is a great solution if you want to scale your sales without having to constantly expand your sales department. However, it turns out that many managers very often forget about three highly important elements when implementing it. Which ones? We devote the following entry to them.
What should you keep in mind when implementing a B2B store on Magento in your company?
Have you decided to implement a B2B store? That’ s great, especially considering the advantages that having one will give you. You have a detailed plan and with the help of a cooperating e-commerce agency you are ticking off subsequent tasks that will bring you closer to completing the project. It happens (we know this from experience) that in the rush to launch a B2B store you forget about three important things that have a significant impact on the ultimate success of the project. With a view to the success of your investment, we have prepared an article reminding you of these things.
1. Cooperate closely with sales department
A B2B store allows you to sell on a much larger scale by automating many of the processes that your salespeople used to handle. And here lies the nub of the first problem. The problem that many companies implementing this solution do not pay enough attention to. It is the lack of cooperation with the sales department in the implementation of the sales platform.
Your salespeople are ready to think that a B2B store will make them redundant and that they will unavoidably be fired. Your task is to talk them out of it and immediately explain their further role in the company’s structures.
Secondly, talking to salespeople already at the planning stage will allow you to gather helpful feedback that may influence the final design of the path to purchase. The sales department knows its customers – after all, it has a very close relationship with them. Therefore, it has knowledge about their needs and habits.
Using this information when creating a B2B store will make it much easier for them to adapt to the new ordering process.
2. Pay attention to UX
We don’t know where it came from, but many of our existing customers were under the impression that no matter what a B2B store looked like, the customer would shop there anyway.
This is obviously a misconception. Why? Until now the way of placing an order was simple – the customer contacted the salesman directly and gave him a list of needed products. Placing an order via the store may be more convenient, but if the design of the site and the arrangement of elements is not intuitive, the user is likely to return to the old way. This means that your salespeople, instead of acquiring new business partners, will again paw through the current handling of incoming orders.
That’s why you absolutely have to take care of the right user experience already at the implementation stage. B2B store is not a place for experiments, but it has to be functional and give users access to all the options and information they need. Only in this way will they be able to switch to it, thus liberating the resources of the sales department.
3. Implement modern solutions known from B2C stores
Think up-selling and cross-selling work only for B2C sales? Nothing could be further from the truth! These are great tools to use also in B2B!
Therefore, when implementing your own platform, don’t be afraid to add modules known from standard online stores. A good recommendation system – based on artificial intelligence analyzing the customer’s previous choices – is able to make the customer order additional goods, thus increasing the average value of the shopping cart.
A similar case applies to marketing automation tools. Customers who have already visited your store are more likely to make subsequent purchases if you regularly send them information about discounts, news, or personalize your newsletter with products that may be attractive to them.
By implementing these types of solutions in your B2B store, you relieve your salespeople of even more of their daily duties, so that they can focus more on acquiring new customers interested in your offer.
How to implement a B2B store on Magento?
When deciding to implement a B2B store in your company, you need to keep in mind not only the above elements. It is equally important to find the right technology partner that has not only the experience but also the resources to put your plans into action.
A good e-commerce agency is at a premium these days, so finding and choosing one may not be an easy task. Fortunately, in one of our previous articles we described in detail the criteria that should guide you in your choice. We invite you to read the text ‘The best e-commerce agency – what criteria should it meet?’. We hope that its content will help you make a good decision.