Enhancing B2B Commerce with Next Steps in Guided Selling

June 26, 2024

Today’s buyers demand personalized experiences and seamless solutions, making the role of guided selling in B2B commerce increasingly vital. After reading our last post on adopting next-gen guided selling for B2B commerce, you know what guided selling is - now, what comes next? 

In this follow-up piece, we cover the practical aspects of implementation, product selection, and real-world applications.

Understanding Guided Selling 

Guided selling is an evolution of traditional solution selling, leveraging advanced technologies such as AI and CPQ (Configure, Price, Quote) strategies to enhance the sales process. At its core, guided selling is about facilitating self-service transactions, enabling buyers to navigate through a streamlined process and find the precise product that aligns with their unique requirements.

Historically, the complexity of some products made online selling impractical due to the multitude of variations, options, and technical intricacies. With guided selling you are seamlessly directing your customers, contractors, or sales reps through every decision point to craft the perfect product. Guided selling offers simplified experiences and operates continuously, ensuring support is readily available whenever buyers need it. Moreover, it drives operational efficiencies, optimizing the sales process and enhancing overall B2B commerce interactions.

In our previous blog, we explored what a guided selling journey looks like for a B2B buyer shopping for light bulbs. Using the light bulb example, let's consider what comes next after implementing guided selling in B2B transactions. 

Implementing Guided Selling: What’s Next

You’ve selected your light bulb products to have a guided selling experience. Here’s what to do next:

  • Data insights: Utilize the data you have to continue to enhance the customer journey. Don’t let the buyer stop at only purchasing light bulbs. Utilize data like customer preferences, past purchase history, and market trends to follow up with other product recommendations and reordering reminders.
  • Product selection: You’ve implemented guided selling for your light bulbs, but now you must decide on your next product line. Focus on offering solutions rather than individual products, and select offerings that align with your target audience’s needs and pain points. Another idea is to choose a specific buyer, potentially the one who orders from you the most, and create a guided selling experience to make their specific customer journey more seamless.
  • Technology integration: Ensure your guided selling solution fits seamlessly with your existing B2B commerce solution. Look for platforms that offer flexible capabilities and robust integration options, like Zaelab partner, allowing for a customized frontend experience tailored to your business requirements. 

Guided selling is a transformative approach to B2B commerce, enabling businesses to deliver personalized experiences and drive higher conversions. By implementing the right strategies, selecting the appropriate product lines (or buyer audience), and leveraging advanced technologies, organizations can unlock the full potential of guided selling and stay ahead in the competitive landscape. 

Here at Zaelab, we’re seeing the shift towards composable commerce in B2B, marking the perfect opportunity for businesses to implement guided selling. Talk to us about how guided selling can help your B2B organization deliver a better and more profitable user experience.

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