In an excerpt from his new book Billion Dollar B2B Ecommerce, Enceiba Managing Partner and industry expert Brian Beck describes how well coordinated selling channels — including ecommerce and the direct sales force — can work together to deepen customer relationships and build competitive advantage. This is an excerpt from Chapter 5, “Aligning Sales Channels.” In its full form, the book lays out a blueprint for how B2B companies can evolve their technology and business operations to thrive in the digital age. For more information, see the book’s web site: www.billiondollarb2becommerce.com.

A common perception by B2B firms is that launching a B2B ecommerce operation is a surefire way to draw the ire of the sales team. And if done without careful planning and alignment, this can be the case. After all, doesn’t an investment in ecommerce signify the cannibalization of more traditional sales functions? Is this Death of a Salesman in digital garb?

Not exactly.

In reality, for most B2B companies, ecommerce dramatically enhances the efficiency of the sales function. Ecommerce can actually multiply the sales team’s efforts by unloading routine tasks to online channels and allowing the team to be more focused and strategic with key accounts. Don’t think about ecommerce as an alternative to traditional sales methods. Instead, in order to take your business to the next level, think about ecommerce as a way to reinforce all of your existing selling channels by making them more focused, effective, and efficient.

The internet has opened up a new competitive landscape in the world of B2B buying and selling. It is easier than ever for business buyers to launch a quick search on Google and find products they have never used, as well as suppliers with whom they have never done business. B2B selling channels have forever changed in the age of the internet and always-present mobile devices. Traditional selling models have shifted, and the central communication point for business value propositions has now become digital in many industries.

According to one recent study by Acquity Group, a digital consulting firm, 94 percent of B2B customers research purchases online before making a purchase, regardless of sales channel. Research shows that as much as 70 percent of the buying process is already completed before the buyer even contacts a potential supplier.

The brutal reality is that if your business isn’t well-represented on the web, you are losing relevance among your buyer base, particularly as younger, digitally-native buyers come into procurement and buying roles. You are slowly dying a death by a thousand cuts, and may not realize it. Do you really want to sacrifice your entire business because your sales team — or anyone in your organization for that matter — is afraid of change? Of course not.

Yes, ecommerce can be perceived as a threat to traditional sales channels. But this is also an exciting opportunity that can be seized by leadership and translated into a sustainable competitive advantage. When B2B ecommerce is implemented successfully, it enables businesses to reinforce their existing selling channels while simultaneously entering new markets and capturing new customers.

The end result? Increased market share and an expanded customer base.

And yet, this trend has caught many manufacturers, brands, and distributors by surprise. Most remain ten years or more behind where they should be in terms of digital transformation and ecommerce capabilities. A clear call to action is being sounded by B2B buyers (your customers) for vendors and suppliers to meet expectations for digital interaction, product research, order support, service, and purchasing.

B2B firms not acting now are jeopardizing their very existence. Those that are acting are reaping large benefits.

Diversifying your sales channels is critical. Expand your sales to ecommerce to enter new markets and capture new customers.