Kristina Harrington

In the ever-evolving landscape of B2B sales, the adoption of ecommerce and customer portals has emerged as a game-changer. Contrary to the common misconception that salespeople might view these digital platforms as threats to their jobs, the reality is quite the opposite. When implemented thoughtfully, ecommerce and self-service portals become powerful allies for sales teams, enhancing their productivity and job satisfaction.

The Misconception

Many B2B organizations hesitate to implement ecommerce solutions, fearing resistance from their sales force. They worry that salespeople will perceive these platforms as competition, potentially rendering their roles obsolete. However, this concern is largely unfounded and stems from a lack of understanding about the true impact of digital transformation on sales roles.

The Reality: A Frictionless Process

What organizations often discover after implementing ecommerce and customer portals is that salespeople actually embrace these tools enthusiastically. The reason? These platforms create a frictionless process for customers, removing many of the tedious, time-consuming tasks that traditionally bog down both sales professionals and their customers.

Freeing Up Valuable Time

If you ask a typical salesperson, they will tell you they spend a staggering 60% or more of their day on administrative activities.

These tasks include:

● Responding to product price and availability inquiries.
● Providing delivery information.
● Locating and sending copies of invoices.
● Searching for product information.
● Helping to identify the right part for equipment.
● Manually entering orders into ERP systems.
● Processing RMA requests via email.

By automating these processes through ecommerce platforms or within a customer portal, salespeople can reclaim a significant portion of their workday.

Focusing on High-Value Activities

With administrative burdens lifted, sales professionals can redirect their energy towards activities they truly excel at and enjoy:

● Building and nurturing customer relationships.
● Engaging in meaningful conversations with existing clients.
● Uncovering new business opportunities.
● Strategizing and planning for growth.
These high-value activities not only drive business success but also lead to greater job satisfaction for sales teams.

The Transformative Impact

When implemented effectively, ecommerce and customer portals can eliminate 80-90% of a salesperson’s administrative workload. This dramatic shift allows sales professionals to focus on what they do best — selling.

Embracing the Change

To ensure a smooth transition and enthusiastic adoption, organizations should:
1. Educate sales teams about the benefits of ecommerce platforms.
2. Involve salespeople in the implementation process.
3. Provide comprehensive training on how to leverage these tools.
4. Emphasize that digital platforms enhance rather than replace their roles.

A salesperson’s powerful toolkit

Far from being a threat, ecommerce and customer portals are powerful tools that empower salespeople to work more efficiently and effectively. By embracing these digital solutions, organizations can create a win-win situation: customers enjoy a seamless buying experience, while sales professionals focus on strategic, relationship-building activities that drive growth and satisfaction.

In the end, when salespeople experience the transformative power of ecommerce, they don’t just accept it — they champion it as an indispensable asset in their sales toolkit.

About the Author:

Kristina Harrington is the co-founder and CEO of GenAlpha Technologies, which provides digital commerce technology for manufacturers. Prior to GenAlpha, Kris worked for more than 10 years in leadership positions at two large multinational original equipment manufacturers, Bucyrus International and Caterpillar, supporting the mining industry. In her various positions, she worked with internal stakeholders, dealers, and customers to deliver business results both in aftermarket and equipment sales. She can be reached at [email protected].

Sign up

Sign up for a complimentary subscription to Digital Commerce 360 B2B News, published 4x/week. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at [email protected]. Follow him on Twitter @markbrohan. Follow us on LinkedIn and be the first to know when we publish Digital Commerce 360 B2B News content.