A B2B store? No way! Our customers want to talk to us.
As providers and experts in B2B sales, we hear this phrase time and time again: “Our customers want to talk to us on the phone.” But as understandable as that sounds, it’s also a sweeping generalization. Because behind this attitude lies a fatal flaw in reasoning that can become dangerous in the age of digital procurement.
1. The fatal misconception: anyone who wants to be online is already somewhere else
Many companies believe they are particularly customer-focused when they prioritize personal contact above all else. But what if the opposite is true? The statement “Our customers want to talk to us” overlooks an important point: All customers who want to order online have been doing so for a long time – they’re just doing it with the competition.
And worse still: some are being driven straight into the arms of providers outside Europe. Chinese platforms now offer virtually every product in this country openly, affordably, and available for online ordering. Companies that don’t offer this through their own sales channels are practically forcing customers to shop elsewhere.
2. The so-called customer focus
Of course: Personal contact is indispensable in B2B. Especially in markets that require explanation, customer relationships thrive on trust, experience, and humanity.
But: Many customers don’t want fewer relationships; they want less hassle. They want to decide for themselves when and how they interact. A phone call isn’t automatically better service. It’s often just the only way to get what they need. That’s not what customers want – it’s a symptom of a lack of alternatives.
3. Why sales often sticks to old habits
Statements like “Our customers want it this way” are usually not driven by malicious intent, but rather by experience and fears:
- Fear of losing control
- Uncertainty about new technologies
- Lack of knowledge about digital possibilities
- or negative experiences with poorly executed e-commerce projects
Many companies have taken a hard hit in the past because they tackled digital transformation without clear goals, resources, or a strategy. The result: disappointment, skepticism, and reluctance.
But while there is hesitation internally, customer behavior has long since changed. Purchasing decisions are prepared, researched, and made before a phone call even takes place.
4. Digital freedom instead of an either/or choice
Digitization doesn't mean replacing sales. It means giving customers freedom of choice. Customers should decide for themselves:
- Do they want to order by phone? Sure.
- Do they want to check prices or view inventory on the portal at night? No problem.
- Do they want to access receipts or submit orders via OCI or cXML directly from their ERP system? Perfect.
- Do they want to get product advice online – perhaps even in their native language thanks to AI? Why not?
That’s what modern service is all about: not dictating to customers how they should interact, but opening up both digital and personal channels to them at the same time.
A digital customer portal or a platform like avanta enables exactly that: self-service for standard processes and personal contact when it truly adds value.
5. The new role of sales
Sales isn't going away, it's changing. When routine processes are automated, there's more time for what makes the difference:
- Identifying opportunities
- Offering advice and development
- Cultivating relationships
Sales professionals focus on growth and, above all, on human relationships. They aren’t being replaced; rather, they’re being freed from repetitive tasks. This creates a sales force that is both more efficient and more personal.
6. Digitalization as a mindset, not as a project
The most successful companies we work with have realized that digital transformation is not an IT task. It is a business mindset.
They don’t start with tools, but with goals. They think from the customer’s perspective, not the system’s. And they realize that digital transformation means intelligently connecting people and processes – not simply copying analog workflows. Companies that put this into practice:
- create transparency,
- shorten response times,
- and secure genuine competitive advantages.
Conclusion
“Our customers want to talk to us” – for a long time, this phrase was a sign of closeness. Today, it’s often a sign of stagnation. True customer service means taking the customer seriously, even if they don’t want to talk on the phone. Digitalization isn’t the opposite of a relationship; rather, it’s the foundation that ensures such relationships will continue to exist in the future. Or to put it another way: People remain at the center, but the process must finally go digital.
Sales digitization with avanta
Would you like to learn how to transform analog sales processes, step by step, into scalable, customer-friendly models? Then discover how avanta intelligently connects sales, service and self-service – seamlessly and with a human touch.