Nearly every wholesale distributor has a B2B e-commerce website that requires an extensive investment of time and money.
But for many customers, using an e-commerce
site may require entering orders twice — once into
their own purchasing system as a purchase order
(PO) and then a second time into the distributor’s
e-commerce site. That dual entry drives down use,
reducing returns on e-commerce investments and
creating extra work for distributors.
When customers forgo the platforms altogether,
those responsible for maintaining the distributors’
e-commerce sites struggle to justify the investment
they’ve made and find it difficult to determine how
best to drive better adoption. Finding a way to push
a customer’s emailed PO into the e-commerce
system would increase the return on investment,
cut down on mistakes and reduce order-fulfillment
times, without changing how customers prefer
to place orders.
THE MAJORITY OF ORDERS
ARE SENT BY EMAIL
Customers continue to email orders because many
companies require a PO to receive goods and pay
invoices. Customers don’t want to enter orders
a second time into an e-commerce site, so they
send them via email or print and then fax them.
A 2016 Modern Distribution Management study
found that 74% of customers prefer to email their
POs. Those orders are received and manually
entered in the supplier’s ERP system by the
customer-service or inside-sales team, delaying
order fulfillment. Not only is manually entering
SmartFocus on Sales Automation Strategy A Update
WINTER 2017SPONSORED BY
HOW SALES ORDER
AUTOMATION CAN INCREASE
E-COMMERCE ADOPTION
1
emailed orders time-consuming, but it also
increases opportunities for mistakes.
Orders are further delayed if the need arises
to correct discrepancies or mistakes, which often
involves contacting buyers to confirm the items
or correct pricing. Instead of cross- or up-selling
products, customer-service reps are manually
entering and correcting orders, driving down
revenue and increasing distributors’ costs.
Additionally, buyers who email their POs can’t
check order status, review their history or find
complementary products — benefits offered
by most e-commerce platforms.
THE NEED TO SHOW ROI
E-commerce sites are necessary for an
omnichannel sales approach, but they can
be expensive and time-consuming to design,
implement and maintain. Strategy owners
are under pressure to demonstrate adoption
and ROI for their sites after making significant
investments into this new channel.
One of the anticipated benefits of e-commerce
is more time for customer-service and inside-
sales representatives to help customers and
offer additional products. If customers continue
to email orders, reps will be required to manually
enter them into their ERP system, taking time
away from customer service and decreasing the
ROI of the e-commerce site.
Because they’ve made such significant
investments in the e-commerce platform,
many companies are reluctant to put more
money into order processing and feel the
solution is to simply tell their customers
to place their orders through their website.
Unfortunately, low adoption rates tell a different
story. Others may have used older technology,
such as optical character recognition (OCR)
software to try to automate the order process,
and experienced low accuracy rates that have
turned them off from considering this approach.
One of the
anticipated benefits
of e-commerce
is more time for
customer-service
and inside-sales
representatives
to help customers
and offer additional
products
“
”
2
THE SOLUTION: SALES ORDER
AUTOMATION
Companies looking to better leverage their
investments and keep customers happy are
turning to sales order automation software.
The technology is integrated into the existing
e-commerce platform and takes all the order
data from emailed or faxed POs and converts
it into an electronic format for submission through
the e-commerce site. Sales order automation
uses open industry standards offered through
the ecommerce platform to boost transactions,
ease adaptation of the site and drive better ROI.
Sales order automation eliminates the need for
customers to enter orders twice and reduces
the need for customer-service representatives to
manually enter orders. That means customers don’t
have to change the way they place orders, and the
ROI on e-commerce sites increases as more orders
are processed through it.
Because emailed and faxed orders are automatically
directed into the e-commerce system and no longer
need to be entered manually, customers gain access
to benefits that exist on the e-commerce site. These
include the ability to check order status online and
personalized product recommendations based
on buying behavior and history.
The automatic entry means there is no possibility for
human error by the distributor’s customer-service
or inside-sales team members. All order data goes
through the same system. Previously, when errors
were detected, representatives needed to contact
the customer to fix them. Now, the person who
submitted the order receives a notice to log into
the system and resolve any discrepancy herself.
This lets distributors transfer the burden of order
correction from their own staff directly to the buyer.
By eliminating manual entry, orders can be
processed within five minutes and get into the
hands of customers faster. And because modern
sales order automation systems don’t use OCR,
orders are entered into the system exactly as they
are placed with 100% data accuracy.
That frees sales and customer-service reps to better
serve customers. They’re able to more quickly solve
problems, proactively offer new products and make
merchandise recommendations. By increasing
BENEFITS OF
SALES AUTOMATION:
■■ Increased use of
e-commerce platform
■■ Greater order accuracy
■■ Better customer experience
■■ Faster order processing
and error correction
■■ Better use of e-commerce
features
■■ Ease of implementation
3
customer satisfaction, distributors are more likely
to retain clients and increase sales. All these benefits
transfer into higher ROI. Companies that use sales
order automation routinely experience a ROI
of 200% to 1,000%, according to Conexiom data.
The ROI analysis looks at existing processes,
resourcing and order flow within an organization
and provides a quantifiable expectation of results.
Sales order automation is easily implemented
because it’s often delivered in the cloud as SaaS
(Software as a Service) and, therefore, can use
existing people, processes and technology. Through
a straightforward integration process, the software
is typically implemented within 30 days and is tailored
to solve each business’s unique order-fulfillment
system rules. Integration with existing e-commerce
systems is completed using open standards, such
as Extensible Markup Language (XML), Electronic
Data Interchange (EDI) or Application Programming
Interfaces (APIs).
CONCLUSION
Sales order automation increases adoption of the
e-commerce platform and order accuracy, helping
make the business case for ongoing investment
in the site. It frees employees to offer better service,
solve problems and make product recommendations.
Customers can continue to place orders in their
preferred manner, increasing customer satisfaction
while enjoying the benefits offered through the
online e-commerce site. Orders are processed
faster and more accurately.
Competing in today’s environment means becoming
more efficient and offering better customer service.
Driving e-commerce adoption through sales order
automation is an excellent strategy to increase
customer adoption of the site, boost transaction
flow and sales, as well as drive ROI.
For more information: Contact Conexiom for
a demonstration
Companies that use
sales order automation
routinely experience
a ROI of 200%
to 1,000%”
sponsored by
CONEXIOM
Conexiom allows manufacturers and distributors to
focus on serving customers and managing supplier
relationships instead of entering data. The Conexiom
cloud-based service revolutionizes critical sales and
accounting business practices by automating manual
entry with 100% accuracy. Conexiom effortlessly
converts inbound emailed and printed customer
purchase orders and supplier invoices
into automated sales orders and
invoices, enabling companies
to focus on driving growth.
Visit conexiom.com for
more information.
“
4
HOW SALES ORDER AUTOMATION CAN INCREASE E-COMMERCE ADOPTION
Latest in Home
Boeing, Lockheed Passed Up for Air Force Drone Program
April 26, 2024