From that first click, a customer is forming an opinion about your business. Are they trustworthy? Will they deliver reliable output? Do they understand what I need as a buyer? Your website creates an initial conversation with the customer in which the goal is to create a space where these questions are addressed and your potential customer is able to build a connection to your company’s website. In many ways, your website becomes a digital salesperson.
In a recent survey, more than sixty-two percent of respondents said they completed more than half of the buying process online, which means that an engineer will have made half of their decision with zero human interaction. This places distributors in a unique predicament; adapt to the digital marketplace or get left behind.
For companies, real-time data and analysis offer clear insights on who they should engage with, how the audience responds to new campaigns, and in what channels. This permits the creation of strategies that address the buyer’s needs. This reinforces the digital salesperson’s goal of providing a smoother buyer’s journey by anticipating trends and applying it to every user; are customers searching more? Are there too many steps between search results to purchasing? Can customers easily find the product information they are looking for?
The digital salesperson is the answer so many businesses are looking for. The website as the digital salesperson would provide the right mix of contextual and transactional information that helps the buyer’s journey go more smoothly. In the B2B electronics industry, this could lead to many things.
First, product mastery. Knowing your products and services inside and out and providing said information on your website makes it as easily accessible as possible, which allows customers to make informed decisions with all of the same relevant information a traditional salesperson might provide.
The next thing to consider would be improving the overall interface and usability of the website. A user should be able to navigate through your website with ease because it is designed intuitively and makes even the most non-technical user feel comfortable. When you're with an experienced salesperson, you likely feel the same sense of ease because they understand what you’re looking for and can make recommendations based on those factors. Your website needs to deliver the same level of support for every customer visit. Don’t make it complicated for the sake of spectacle or crammed with features. Sometimes, simple and universally usable is better.
Aim to give customers what they expect and what they didn’t even know they were missing. Information on the products they’re searching for, insights on recommendations, and suggestions on related part families are all extremely important. The digital sales will need to anticipate questions that the customer wouldn’t even think or know to ask. This is an extension of product mastery and intuitive design.
Finally, it’s no mystery that more people are getting comfortable with going online. This means an increasing familiarity with online tools. If you want your website to function as a digital salesperson, it needs to be equipped with the right tools and resources too. Keyword and parametric search tools that return accurate results and organized data in interfaces that make sense is a critical differentiator for customers and distributors. Customers have also become more self reliant than ever before, so resources like tutorials and walkthroughs should also be readily available on your website.
Top tier sales agents handle dozens of customers, every one of them feeling as valued and important as the next one. This, multiplied by thousands, is what is expected of the digital salesperson. This means that systems that are able to provide the right technology for your website’s backbone are crucial. Thousands have transitioned to online purchasing and the digital salesperson has become the first step in taking customers through the buyer’s journey.
The more your website actively addresses buyer pain points, the more likely it is that every customer will move through the phases of the buyer’s journey. According to Google, 88% of consumers prefer brands that offer information from research to purchase.From awareness, to consideration, to decision, they will have no reason to go anywhere else.
Creating a digital presence that maximizes the digital salesperson is just the beginning of your digital revolution. Identifying key technologies like data analytics and demand generation, implementing the right user tools such as customer portals and technical search engines, and putting systems in place that elevate your processes such as automation, content management and product information management, marks the transformation of your website into a digital salesperson. Nurturing this ecosystem and aligning holistic value for every customer is how B2B companies will move forward and take on challenges in this ever changing market.
Do you think your website is ready to transform into a digital salesperson? Head on to BigZeta.com to learn more!
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