Make sales reps more effective with 3 B2B website tactics

Think about shopping at your favorite store. For me, that’s Target (especially if it has a coffee shop inside).

The experience is designed for me, the customer. It’s easy to find what I’m looking for. I can make sure I’m getting the right size or fit. And back when I needed new headphones, an employee helped me figure out which one was best for me.

Now step into the shoes of someone who works at Target. The layout makes it easy to point customers in the right direction. You can pull up product info on a computer. And thanks to in-store training, you can guide customers to the right product when they need help.

The store serves shoppers and employees. Your B2B website can do the same — support customers and make your reps more effective.

Your website is sales enablement

As a marketer, you’re always trying to maximize the performance of your sales force. Today, that means setting them up for digital success. A recent Salesroom report says 80% of B2B sales interactions happen virtually.

Here’s the good news: With 3 B2B website tactics, you can turn your website into one of your most effective sales enablement tools.

1. Talk value in your website messaging

According to data from 6sense, B2B customers are 70% through the buying process before engaging with a sales rep. They explore your brand before a rep even enters the picture. And your website is often where they get to know you.

So, your site plays a big role in setting customer expectations. And you want those customers to expect value. Why? When reps sell on value, they:

• • Build stronger relationships. They understand and address the customer’s needs, even if it means a smaller sale up front. By solving problems, reps become more important to the customer’s business.
  • Deliver higher profit margins. They can justify premium prices by proving how customers win in the long run. Plus, reps avoid price-driven practices like discounting.
  • Enhance your brand’s reputation. When reps act as consultants, not order-takers, customers know your brand as one that always delivers value.

Research from ValueSelling Associates shows 87% of high-growth companies take a value-based approach to sales.

To get customers expecting value, talk value from homepage hero to the contact form. And post your mission, vision, and values right on the About page — because your value-based approach should be baked into each one.

That way, customers know your reps will talk value, too. In fact, it’s why they’ll get in touch in the first place. All your reps have to do is deliver on that expectation with a consistent message. Ideally, they’ll use the words on your site verbatim.

2. Set the stage for web walks

According to Insights Worldwide Business Research, 64% of B2B buyers prefer digital channels over traditional methods like in-person selling. One way to create an effective online experience: Design your site with web walks in mind.

On a web walk, your rep guides a customer through content on your site. It’s a chance to demonstrate value. And your rep can tailor the experience to each customer using relevant materials. So fill your site with visual tools and winning arguments.

• • Floor plan diagrams
  • Infographics
  • Case studies
  • Calculators
  • Competitive comparisons
  • And more

Web walks help reps see opportunities and convince customers

Let’s say you sell commercial cleaning products. Your rep gets a call from a facilities manager at a local high school. She needs help with cafeteria maintenance.

Rather than a PowerPoint, your rep pulls up your website. On the Education page, you have a high school floorplan. The rep clicks the cafeteria and discusses health code requirements and cleaning products. But that rep can also see other areas where the prospect may need help. So they ask about the classrooms, bathrooms, and gym.

Turns out, the prospect wants to learn more about gym floor care. So your rep clicks the gym in your floorplan. And now they’re exploring which wood floor cleaners and finishes offer the best protection. Easy win — because your rep could literally see opportunities to upsell and cross-sell.

If the customer still needs convincing, your rep continues the web walk by exploring:

• • • Case studies — to demonstrate how you helped other schools achieve compliance while saving in the long run.
    • Competitive comparisons — to touch on strategic advantages beyond price, like durability, expertise, or speed.
    • Calculators — to quantify long-term value with numbers relevant to the customer.

Without ever leaving your site, your rep can build credibility. Overcome objections. And even simplify the buying decision.

3. Ask reps for their input

Your reps are the ones talking to customers every day. They know what helps customers succeed. What gets in the way. And what they want to hear. Reps are full of nuggets. Start digging in that goldmine.

1. 1. Interview your reps.
   2. Get feedback about your site.
   3. Ask what other tools could help them succeed.
   4. Improve site content — and how reps can use it.

You might hear a rep say:

• • “Actually, customers use this term instead of that one.”
  • “Customers are really worried about new regulations right now. I think it would help if we talk about our compliance training on the site.”
  • “My customers are always asking for data. It would be nice to have a whitepaper I could walk them through.”

Your sales force is your greatest resource. Tap into it.

Help online selling click with a few key strokes

The best marketers do everything they can to supercharge their sales force. And you can make it easier for reps to sell to B2B customers where they are — online. Just turn your website into a sales enablement tool.

1. Talk value
2. Wire it for web walks
3. Get reps involved

You’ll make your reps more effective. And as a bonus, you’ll get reps to buy into your sales enablement program even more. By proving your value-based approach has leadership’s stamp of approval. By helping reps make more money. And by giving reps a seat at the table.

Want some help making it all happen? Get yourself a counterpart for that.

Related:
Help your sales team recognize opportunities with visual tools
How marketers can lead the charge for value-based selling
Growth is not an option unless you have adoption