Digital-first sales haven’t been a prediction for some time. These days, they’re the reality for businesses selling into retail, hospitality, and direct-to-consumer markets. The way purchasing decisions are made has seen a massive change over recent years. Now, buyers expect more information upfront and a process that runs smoothly across different platforms.
The days of relying solely on trade shows, sales reps and catalogues are slipping away. B2B sales have gone online, and that means adapting not only your sales model, but also your mindset, processes, and digital infrastructure to meet the new expectations. That might sound daunting, but really it’s an opportunity. You get a chance to tighten up your offering, improve your customer experience, and put some distance between yourself and businesses that fail to adapt.
Digital-First B2B Sales Now Matter More than Ever
There are a few big shifts that have pushed this transition to the top of the agenda. For one, the B2B buyer journey has gone much more in the direction of self-service. According to Gartner, 75% of B2B buyers now prefer a rep-free experience when making purchases. That doesn’t mean they don’t want to deal with people. What it means is that they want to deal with people when they’re ready, not before.
It’s a change that’s taking place across the board.
The modern buyer does a lot of homework before they even make contact. They’re likely to spend time comparing specs, reviewing suppliers and evaluating the value of a range of different options before making a commitment. What’s more, the moment they hit your website or open your email, they’ve already built a picture of whether you’re worth talking to.
That means your online presence, messaging, and user journey now do the heavy lifting of B2B sales. In many ways, your website is like a new member of your sales team. If it’s not optimised for action, or if your content doesn’t match what buyers are looking for, you might never even know you were considered and rejected.
Building Better Buying Journeys with Web Optimisation
To adapt, you’ve got to start to look at the full sales journey as something that starts before a call or sample. Usually, it starts with a search. So, when someone lands on your site, they’ve got to be met with relevance, trust and ease.
So, does your digital presence help or hinder the process?
Web optimisation plays a huge role here. Clear product categorisation, nutritional information, pack sizes, allergens, sustainability credentials, and shelf life; all of that needs to be right there so the user can see it without having to request a brochure. While they wait for your brochure to arrive, they’ll probably find what they need elsewhere.
Speed is very much of the essence.
Slow-loading pages, clunky navigation and poor mobile performance all add friction. If your site isn’t user-friendly, people will move on. They’re not really comparing you with your closest competitor as much as the last smooth online experience they had, even if it was a consumer site.
One of the cornerstones of web optimisation for online sales is taking your most common queries, value propositions, and differentiators and building them directly into your content. That helps filter out poor-fit leads and gives serious buyers what they need to move forward.
Is it Time to Rethink the Role of B2B Sales?
None of this means your sales team is out of the picture, but their role is probably going to be slightly different. They’re stepping into conversations much later and, instead of pitching, they’re more likely to be guiding and clarifying the final stages of decision-making.
That only works if your front-end experience is doing its job.
Generally speaking, buyers need to feel like they’re in control. They’re after fast, clear answers, not vague promises to follow up. That’s where things like product explainers, pricing frameworks, spec sheets, and application use cases come in. These are ticks in the boxes as far as customer experience, and they shorten the distance between interest and action.
The follow-up matters too. Make good use of email confirmations, sample request acknowledgements, and CRM-driven check-ins as they’re a great way to reinforce trust. Remember: the communications should feel human, not like they were spat out of a marketing machine.
Meet Buyers Where They Are
Businesses aren’t sitting around waiting for someone to call. LinkedIn has become a core channel for B2B sales, and it’s where decision makers scroll during commutes, breaks, or after meetings. Having a strong presence there (not just as a business, but through your people) makes a massive difference. Email still works, too, especially when it adds something of use.
They’re especially powerful if you’re speaking to someone who’s already familiar with you. Just make sure the message is about what they need, not what you want to say.
Looking to Sell Smarter Online? I Can Help.
For years I’ve worked with food and beverages businesses to strengthen their B2B sales, and reinforce the link between commercial strategy and practical implementation. Whether you’re building digital infrastructure from scratch or refining existing platforms, I can support you to adapt your food manufacturing business for digital-first sales. To find out more, get in touch with me today.
FAQs
What’s the difference between digital-first and digital-only sales?
Digital-first means leading with online tools, content, and channels but not relying on them exclusively. You’re still supporting with human contact and real-world relationships.
Does a food manufacturing website need eCommerce to support online sales?
Not necessarily. As long as your site enables easy product discovery, builds trust, and offers clear next steps, it’s doing its job.
How long does it take to improve digital customer experience?
This depends on the starting point. Small changes can make a big difference quickly. A full transformation will probably take longer but is likely to deliver more lasting value.
Is it worth investing in content if the sales team does most of the work?
Yes. Generally speaking, most buyers engage with content before talking to a salesperson. It’s the content that encourages them to reach out.
What tools are most useful for improving the online sales process?
Start with website analytics, simple CRM systems, and a clear content strategy. From there, tools like chatbots, email automation, or video can add even more value.
Further Reading
- Optimising Your Business Processes for the Circular Economy
- How Digital Transformation Can Enhance Lead Generation
- Adapting to Remote and Hybrid Work Models in B2B Sales
- The State of Play in UK Food and Beverage Industry Investment