08 21 expectations B2 B cust web

What do B2B customers expect?

Attracting customers is essential for the growth of your B2B or Business-to-Business company. The best way of doing so is by meeting their needs. For years, B2B customers have been distinguished from B2C target audiences. However, in the most recent years, we have been noticing a shift, initiated by the changing behavior and needs of B2B customers.

Frederik
August 18, 2021 Written by
Frederik Taleman

Different behavior and new needs

We are noticing that B2B customers will refer to their experiences as a private consumer to support their needs. A purchasing manager signing a quote for a new machine for his company in the afternoon, is later that evening shopping online for a birthday present for his partner. The excellent customer experiences on the B2C market have set new standards: online purchases should occur on an incredibly user-friendly and fast platform. This convenience has impacted the way customers think about their B2B transactions. 

Customers are now more focused on the ease of use. They no longer want to have to rely on sales representatives for every purchase. They want to buy products themselves and prefer doing so digitally. An online self-service tool has therefore become a must in the B2B market. The user-friendliness of a said tool has to be the main priority, just like in B2C. With a self-service tool you can therefore fulfill the new needs of B2B customers.

How to engage B2B customers today

How can you meet the expectations B2B customers have about your self-service platform? There are three pillars that distinguish a good tool from a bad one. We’re bundling some of our tips using these pillars. 

  • Speed: Customers are used to the speed that B2C giants offer in the form of next-day delivery and a customer service that replies to questions within 24 hours. Don’t let your customers wait for weeks on information or on quotations. Offer a self-service platform that is available 24/7 so customers can make their own quotations or place orders. By doing so, you are taking away a huge obstacle for buyers. Besides, research shows that the first manufacturer who delivers an accurate quote closes the deal more than 60% of the time (Forbes, 2019). There’s no time to lose! 
  • Ease of use: Make sure that your self-service tool is extremely user-friendly. Customers should be able to find installation guides, spare parts, technical sheets and more within seconds. They don’t want to lose time on tasks like these. By integrating your platform to your product and business rules, you can ensure that every order is validated, avoiding costly mistakes and once again, winning time! 
  • Transparency: By communicating openly and clearly, you build a relationship of trust with your customer. That is why we recommend being transparent about things like pricing, order and delivery information, and discounts. Customers should be able to consult this information easily on the purchasing platform. On top of that, B2B customers expect to get insights in stock levels, order status and other changing data concerning the products they are interested in. To optimize their experience, you should share this information on the platform. 

These tips will help you to create and offer a customer experience that is more aligned with the new needs of B2B customers. Provide a self-service tool so they no longer have to rely on sales representatives. Use our three pillars to set the priorities straight: speed, ease of use, and transparency. That is how you make sure customers love buying from you, which leads to more sales!

Curious how you can improve your self-service platform for customers? 

Why wait? Book your demo

First see, then believe? In our demo we'll show you what Hive can do for your business. Or you can take a look at our cases.

Related articles

CPQ vs ecommerce: Exploring the differences and complementarity
New Web CPQ vs Ecommerce
February 28, 2023 Written by
Sales optimalisation CPQ software

CPQ vs ecommerce: Exploring the differences and complementarity

In today’s rapidly changing economy, companies are always on the lookout for ways to improve their sales processes. In recent years, Configure Price Quote software and ecommerce have proven to be useful tools for these companies to sell their products and services in an easy way. While the two approaches might seem similar at first, there are some key differences that are important to consider. Let’s take a look at these two online solutions, their similarities and differences, and how they can complement each other to help businesses grow.

read more
Optimizing complex sales: Choosing between an ERP variant configurator and a CPQ configurator
02 24 ERP vs CPQ web
February 29, 2024 Written by
Sales optimalisation CPQ software

Optimizing complex sales: Choosing between an ERP variant configurator and a CPQ configurator

In the ever-evolving landscape of business technology, ERP and CPQ solutions stand out as crucial tools for efficient operations and sales processes. When it comes to product configuration, understanding the differences between an ERP variant configurator and a CPQ configurator can help businesses make informed decisions about their technology investments.

read more
Buy vs. Build CPQ software
11 23 Buy vs Build WEB
November 30, 2023 Written by
Sales optimalisation CPQ software

Buy vs. Build CPQ software

Companies we talk to are often challenged to decide whether to buy a Configure, Price, Quote (CPQ) software or to build one themselves. Both approaches have their advantages and disadvantages. Today, we are making a comprehensive comparison of the two. We believe it is more beneficial for companies to buy CPQ software. Find out why below.

read more