Part 3 of the Executive Briefing Series for Manufacturing & Distribution Leaders
If you’ve been around long enough in manufacturing or distribution, you know one thing for sure:
Relationships have always been at the heart of B2B sales and that hasn’t changed. But what has changed dramatically is how those relationships begin, scale, and get supported.
In Part 3 of our Executive Briefing series, we’re tackling the question that holds many leaders back from eCommerce transformation:
“If we go digital… what happens to our sales team?”
Let’s clear the air.
No, eCommerce Doesn’t Replace Sales Reps
This is the biggest fear, and one of the biggest myths. Digital transformation doesn’t make sales reps irrelevant, it makes them more strategic.
Here’s the difference:
The rep doesn’t disappear, they evolve. They become more of a consultant, less of an order processor.
What Customers Expect Today
B2B buyers now want what they already experience in B2C:
- Speed
- Control
- Accuracy
- Seamless omnichannel experiences
They want to:
- Place standard orders at 10 p.m. without needing to call
- Track order history and invoices
- Get product specs instantly
- Know their price before they commit
But that doesn’t mean they’re ditching relationships. They just expect reps to bring more value to the table, not just access.
The Rise of the Hybrid Selling Model
The best-performing B2B companies are embracing a hybrid model:
- Self-service for standard transactions
- Reps for complex consultative selling
- Digital tools that empower both
This means:
- Sales reps spend more time on strategic accounts and solution selling
- Inside sales and customer service are freed up to focus on high-impact support
- Digital channels provide the data that informs better rep outreach
The result?
Greater customer satisfaction. Higher efficiency. More scalable revenue.
Your Branches Still Matter, They Just Shift Roles
If you operate branches or physical locations, don’t worry they’re still critical.
They just evolve:
- From quote centers to fulfillment hubs
- From phone banks to in-person support hubs
- From primary transaction channels to value-add touchpoints
Your network doesn’t disappear. It becomes digitally connected and experience-driven.
Leadership’s Role: Reframe and Reinforce
As a leader, your job is to:
- Frame eCommerce as a tool, not a threat.
Show your teams that digital makes their jobs more effective. - Adjust compensation models.
Don’t create channel conflict. If a rep influenced a digital order, they should still get credit. - Invest in enablement.
Train reps to use the eCommerce platform with their customers, not work around it. - Connect the dots.
Ensure marketing, sales, and customer success are aligned around the same digital experience. - Speak the vision.
Talk about eCommerce as a sales enabler in every leadership conversation.
The Takeaway
B2B sales is not being replaced, it’s being rewired. With the right eCommerce strategy, your sales team becomes more valuable, not less.
They’ll sell smarter. Spend time on what matters, and become the bridge between high-tech tools and high-touch relationships.
Next Up: Readiness and Roadblocks
In the next article, we’ll cover what often gets in the way of successful eCommerce transformation and how leadership can break through it. The biggest challenge usually isn’t the technology.
