The age-old B2B sales problem
The problem most B2B brands face is the low profit margins that low-volume customers bring on an individual level. The sheer volume of orders generated from large business customers, such as Walmart, justifies sales teams dedicating a significant amount of time and resources servicing these businesses to meet their needs.
By contrast, low-volume customers generate very little revenue individually, yet most businesses still service them through costly channels like phone and in-person sales visits. It’s incredibly inefficient for B2B brands to continue servicing these businesses through such outdated channels.
What’s more, orders placed through phone or in-person meetings are often riddled with inaccuracies. Small business owners need to consider a handful of information before placing an order, such as inventory, cash flow or previous orders, but simply cannot do so when forced to make a decision on the spot through a siloed channel.
Despite these issues, the positives of servicing low-volume customers outweigh the negatives. When combined, low-volume customers can deliver up to 40% of a B2B brand’s revenue. This puts B2B sellers in a tricky situation. Small businesses are expensive to service, but even more expensive to ignore.
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