Issue link: http://cp.revolio.com/i/1178690
34 | AD Today 2019 | ALL IN Over the last 5-10 years, eCommerce has grown rapidly as it allows businesses to gain new customers at lower acquisition costs, while enabling customers to benefit from 24/7 access to products at competitive prices. As a result, independent distributors have been among the many businesses focused on developing a Digital Branch. It's a big undertaking by all measures but one that, if done right, can help ensure a distributor's continued relevance in an increasingly digital market and contribute to its future growth and success. Part of the successful introduction of an eCommerce capability involves understanding the unique role that salespeople play as liaisons to the customer base and engaging your salesforce in its development, rollout and promotion. THE VALUE OF SALES TEAM ENGAGEMENT At Ideal Supply Inc. in Listowel, ON, Canada, "we really believe that we need to sell a mindset shift in the context of 'what's in it for me?' for each of our stakeholders," shared Chris Moon, Director of IT. "Specific to our sales teams, we identified two areas that we felt would benefit and appeal to them: (1) extending customer service hours to customers without resources and (2) unlocking value from their internal sales teams." At Madison Heights, MI-based McNaughton-McKay Electric Co., eCommerce Project Manager Kristine Koscielniak said that clear communications helped sales team members get over any initial trepidations concerning the site. "While our sales colleagues understand the value of customers being able to access account and product information when they need it, we did experience the 'fear' from some ALL IN ON eCOMMERCE AD members who are live with Digital Branches discuss the importance of sales enablement to maximize their eCommerce reach. 34 | AD Today 2019 | ALL IN