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Look In the Mirror to Start Thinking Differently About B2B Customers

b2b customers

I know I can’t gauge your response to the following questions, but bear with me. Do you shop online? You should be saying yes. Do you have a mobile device that’s chained to your hand? What else would you be reading this on? Do you participate in social media? Stop!

Keep reading before checking your Twitter feed for a second. Did you previously do all the aforementioned activities on a desktop computer, but now only do them on your phone? Yep!

Okay, you get it, but what I’m trying to get you to consider is how people, just like you and me, carry out countless tasks digitally, on tiny screens that we carry around with us all the time. Moreover, people just like us are customers, the primary focus of the businesses that we engage with both personally and professionally every single day.

Modern B2B Buyers Present a Problem

Whether you work in sales, marketing, procurement or any other function within a B2B industry, chances are you’ve been confronted with this problem of the modern B2B customer. You’re trying to understand that picky, finicky, hard-to-nail-down buyer that is constantly evading your efforts to turn him/her into a loyal buyer and evangelist of your products and services.

Well, I’m here to tell you to stop trying to identify that perfect customer and to simply look in the mirror. You are that customer. So what is it that you want from your buying experience — regardless of whether it’s B2B or B2C? You probably want a seamless, personalized, pleasurable experience where you engage with the seller how, when, and where you want.

The problem is that B2B sellers often think of customers as cells on a spreadsheet, red and blue lines on a revenue chart, purple slices of a demographic icon in a market research report, or any number of other data points. But what if we started to humanize the customer, turn “them” into “us?” I’d argue that if we apply our own experiences to the B2B customer journey, we can quickly identify areas for improvement and, in all likelihood, better tailor our sales, partner, and eCommerce strategies to meet the demands of, well, ourselves.

The B2B Customer Journey is Complex, But It Can Still Be Simplified

I’m not saying that we can immediately start configuring, comparing, pricing, and ultimately buying incredibly complex, costly B2B products and services like buying designer candles on Etsy or queuing up the latest show on Netflix. But what if we tried?

If we first adopt the mindset of approaching customers as real human beings as opposed to metrics, we can then look to our tools and resources to ensure we have the infrastructure in place to facilitate this customer-centric approach.

There’s no denying that solutions we offer in B2B are complicated and intricate. But with the right tools, we can pair our vision for a better, more customer-oriented buying and selling experience with the ability to execute and ultimately transform the B2B customer journey to better reflect the B2C experience.

So What Tools Will Get Us There?

At FPX, we’d be lying if we didn’t say that we believe Configure-Price-Quote (CPQ) solutions are an essential piece to completing a digital transformation strategy focused on delivering an exquisite customer experience.

Far more than just a sales or quoting tool, modern CPQ is the missing piece in the digital transformation puzzle for B2B companies.

In short, CPQ allows businesses to source their data, rules, and processes from across their organization, synthesize that data into a single source of truth, and make that data actionable across the organization to ensure users and customers have the most current pricing, configuration, and other essential data at any point throughout the customer journey.

CPQ is much more than you likely think it is. At FPX, we put a great deal of effort into helping people learn about and understand the true value of CPQ and how, when done correctly, it can totally transform a business for the better.

Use CPQ to Transform Your Business’s Relationship with Customers

To learn more about FPX and how we’re helping companies across numerous industries leverage the power of CPQ, contact us by following the link here. You can also get weekly updates on all things CPQ, Experience Management, and B2B best practices by subscribing to our blog.

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Luke Roth

Luke Roth

As Director of Marketing at FPX, Luke works to raise the profile of CPQ in the B2B space and focuses on the impact CPQ has on all aspects of buying and selling.

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