Two experts, ten opinions. No other industry comes with such diverse views on the subject of digitization as the B2B industry. Some B2B companies still do not feel vulnerable to new online portals because their sales reps rely on personalized service.
This personalization is often reflected by individual price lists for the same goods and customer data is management with index cards. Many companies with only few, large customers, regard their offer as incomparable. They perceive themselves rather as ‘solution providers’ than as retailers or manufacturers and describe their customers as exceptionally loyal. However, this loyalty fades away when asking the same customers about their demand for faster, cheaper or more efficient alternatives.