I Want B2B Marketers to Talk Dirty

13 Aug

Why Now Is the Time for B2B E-Commerce

notebook with shopping items on online shopping concept

There’s a dirty word in the world of B2B marketing. A word that strikes fear in the hearts of B2B marketers and sales people everywhere. It’s a word many are afraid to say, but not me.

I’m talking about e-commerce. (See? Told you—not afraid.)

Many B2B companies—and marketers, for that matter—are hesitant about e-commerce. How will it impact my business? How do I implement it? Whose feathers will I ruffle in the process? What will be the repercussions if I spend money on an expensive system and it fails?

These are important questions, and yes, there are a lot of those complications to consider. But this article makes a compelling case for B2B e-commerce by talking about how a luxury sunglass maker deployed an e-commerce portal for their 2,000+ wholesale clients and saw sales increase by 35%.

And guess what? It’s not just sunglasses; it’s building products, too. I can go to BuildDirect.com and order a pallet of vinyl siding right now. On the industrial side, Grainger is closing in on about 40% online sales—and with Grainger, we’re talking billions of dollars. Whatever your industry, you can no longer say e-commerce has nothing to do with you.

As more and more Millennials move into B2B buyer roles in the next 5 years or so (and yes, there are many who already are in buyer roles—my business partner Renae wrote about that here) it will be important for B2B companies to have some sort of e-commerce system in place. The companies above are proof that there is not only customer demand for these systems, but lucrative and untapped sales opportunities to be had by adopting them.

And for B2B companies hesitant and worried about the complications surrounding a B2B e-commerce portal, perhaps now is the time to work out those kinks. Because this issue is not going away, and I predict it will very quickly change from “something to do tomorrow” to “something that should have been done yesterday.”

Granted, I’m not a fortune teller. I don’t read palms, tea leaves, or crystal balls. But this is less an act of looking through the fog to predict a far-away future than it is looking both ways before you cross the street—it’s not down the line; it’s right in front of us.

So say that “dirty word” and say it often. I promise no one will tell your mom.

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