add a comment on the below article:

 Introduction

In today's fast-paced and ever-changing beverage alcohol market landscape, creating seamless integration between eCommerce and traditional sales teams is increasingly vital. At Breakthru Beverage Group, our most critical sales tool is and always will be our sales force. The essence of our strategy revolves around feeding insights from our proprietary eCommerce tool, BREAKTHRU NOW, to our sales team and allowing them to become more consultative partners to their accounts rather than just order takers.

1: How Best-in-Class Companies Utilize eCommerce Insights

Best-in-class companies recognize the importance of harmonizing eCommerce insights with their sales force. The strategies we leverage at Breakthru include:

    Real-time Data Sharing: Utilizing our robust customer data and tools ensures that the sales team receives up-to-the-minute information on our customers' online behavior. This allows for rapid response and customization according to customer needs.
    Customer Behavior Analysis: Understanding online purchasing behavior will enable sales representatives to tailor their sales pitches, offer personalized solutions, and enhance the overall customer experience.
    Collaborative Planning: We incorporate insights from eCommerce to target specific accounts during sales campaigns, adjust strategies to reflect market trends, and foster synergy between online and offline sales.

2: Evolving the Role of the Sales Team

Shifting Breakthru sales representatives from order-taking to a more consultative role has been proven to save time and increase sales effectiveness. This evolution leads to:

    Enhanced Customer Engagement: Sales representatives become trusted advisors rather than just product sellers. They engage customers in meaningful dialogue and provide insights tailored to each client's unique needs. This isn't always a natural change and needs to be taught as a best practice from the moment new reps join the company and reinforced throughout their tenure.
    Greater Focus on Strategic Accounts: Free from more routine tasks, the sales team can concentrate on building and nurturing strategic relationships, ultimately driving more significant revenue growth, especially with our most critical customers.
    Increased Cross-Selling Opportunities: By understanding customer preferences from eCommerce data, sales teams can cross-sell relevant products, adding value to customer relationships. Through our sales rep recommendation tool, sales reps can also engage with customers through BREAKTHRU NOW and directly suggest products they should purchase, including applicable pricing and deals.

3: Optimizing Sales Across B2B eCommerce, Sales Teams, and Inside Sales

Best-in-class B2B companies can enhance sales across order channels through:

    Data Sharing Across Platforms: Unifying customer interaction data from eCommerce, sales teams, and inside sales ensures consistency and creates a comprehensive view of customers, leading to better decision-making.
    Insight-Driven Segmentation: Segmenting accounts based on specific attributes and purchasing history allows for targeted marketing and sales efforts, improving conversion rates, and maximizing return on investment.
    Empowering Inside Sales through Technology: Implementing integrated sales solutions that share eCommerce insights can enhance the efficiency of inside sales, aligning them with overall company goals.

Conclusion

Leveraging eCommerce data to benefit the sales team isn't just about merging two channels. It's about building a cohesive ecosystem where data, insights, and human expertise come together to create a superior sales strategy. At Breakthru, we firmly believe in leveraging these principles to win across all channels of sale, enhancing our position as the leader in our markets and making us a better connector between our supplier and customer partners.