B2B is a model in which one business sells products or services to another business. It encompasses both wholesale trade and the sale of services, systems, machinery or products aimed at professional customers. In practice, the B2B process may involve individual price lists, discounts, credit limits, negotiations, deferred payment terms and the involvement of several people in the purchasing decision. Increasingly, part of this service is being moved online. Centoro develops solutions for manufacturers, distributors and wholesalers, including the platforms B2B, OMS, SFA and CRM; according to the company’s data, over 1,000 businesses use its systems. Digitalisation is changing the way orders are placed and fulfilled, but sales B2B remain the foundation of business-to-business relationships.
What is the B2B – the model’s key features
What is ‘B2B’? The simplest way to explain this is by looking at the parties involved in the transaction – both the seller and the buyer are businesses. This does not, however, mean that every transaction has to involve a large number of products. A company may order thousands of production components, but it may just as easily order a single machine, a software licence or a consultancy service. This model is characterised by individual commercial terms, more frequent negotiations, a higher value per transaction and the possibility of several people being involved in the decision-making process. In larger organisations, a purchase may require approval from the procurement department, the finance department, a manager and the board of directors. It is precisely these elements that best illustrate what ‘B2B’ sales are all about.
B2B: how does the process work, from enquiry to invoice?
B2B’s trading processes may vary depending on the sector, the value of the contract and the nature of the working relationship with the client. However, a typical process involves several recurring stages:
- when a need arises or a request for quotation is sent,
- identifying the client’s requirements,
- preparing the quotation and commercial terms,
- negotiations on prices, discounts, delivery and payment,
- acceptance by decision-makers,
- placing and confirming an order,
- the preparation and fulfilment of the delivery,
- issuing documents and invoices,
- after-sales service and subsequent orders.
For regular customers, some of these processes can be streamlined using the sales system at B2B. Once logged in, customers can access their prices, discounts, credit limits, product availability, documents and order history. As a result, standard transactions do not require a sales representative’s involvement on every occasion, whilst more complex transactions at B2B can still be based on negotiations and direct contact.
B2Bs vs B2C – the key practical differences
The difference between B2B and B2C is not merely a matter of order size. Above all, the way in which terms and conditions are agreed, the decision-making process and the nature of the relationship with the customer are different.
| Area | B2B for sale | B2C for sale |
|---|---|---|
| Buyer | company, wholesaler, distributor, manufacturer or other organisation | private customer |
| The decision-making process | may involve several people and require formal approval | Most often, the decision is made by one person |
| Price List | may be specific to an individual business partner or a group of customers | most often common to all buyers |
| Discounts | determined, amongst other things, on the basis of the customer, volume or terms of cooperation | are usually the result of general promotions |
| Payments | possible deferred payment terms and trade credit limits | payment is usually made at the time of purchase |
| Orders | often regular and repetitive | more often single |
| Sales cycle | ranging from placing a repeat order straight away to negotiations lasting several months | usually the shortest |
| The role of a sales representative | consultancy, negotiations, client development and contract acquisition | mostly limited |
| Online support | customer prices, documents, limits, order history and statuses | standard catalogue, shopping basket and payment |
| The importance of relationships | This collaboration could lead to many further orders | more often a single transaction |
In practice, therefore, the biggest difference lies in the personalised nature of the partnership. A sales system for businesses must take into account not only the product itself, but also the terms and conditions specific to each individual client.
B2B’s offer – prices and terms tailored to the client
B2B’s offer should clearly set out the product or service, as well as the terms on which a business can make a purchase. Key factors include prices, minimum order quantities, availability, discounts, lead times, delivery, payment methods and the procedures for handling subsequent orders. With a large number of business partners, manually managing different price lists and terms and conditions becomes time-consuming. The B2B dashboard allows you to provide logged-in customers with information specific to their account, such as individual prices, documents or purchase history. This means that business partners do not have to contact a sales representative every time to obtain basic information.
B2B’s online sales – agent, platform or a hybrid model?
Business-to-business sales can be based on traditional sales representative work, the B2B shop, or a combination of both channels. Sales representatives remain essential for providing advice, conducting negotiations, acquiring new customers or handling bespoke contracts. The platform, on the other hand, is useful for regular purchases, when a client wishes to check the range and availability themselves and place another order. In many companies, a hybrid model works best – the sales representative builds the relationship, whilst repetitive tasks are handled via the digital channel.
This approach does not mean replacing sales staff with a system. Centoro suggests that automation should take over repetitive administrative tasks, thereby allowing the sales team to focus on advising clients, developing existing client relationships and acquiring new clients. If a standard solution requires adaptation to a company’s specific processes, a dedicated platform such as B2B may be the right choice.
B2B sales automation – which processes should be integrated into the system?
Automation is particularly important when a growing number of customers leads to a corresponding increase in the number of phone calls, emails and administrative tasks. A wholesaler may receive numerous repetitive enquiries about prices, product availability, invoices or order status. Meanwhile, a sales representative who spends most of their day transcribing orders has less time to spend with customers.
Expert commentary: Before digitising sales at B2B, it is worth first mapping out the current process and identifying its most time-consuming stages. Not every task needs to be automated – the system should primarily take over repetitive tasks, whilst the sales representative should remain involved where negotiation, advice and relationship-building are required. Only on this basis should you define the scope, integrations and implementation of the B2B platform.
Another key aspect of digitalisation is the integration of data with systems already in use within the company. Procurement platforms such as B2B and sales solutions should work in tandem with the company’s actual information flow, rather than creating yet another isolated data source.
B2B, OMS and SFA – what do they do?
Not every sales-related problem requires the same tool. Centoro is developing several solutions within a single ecosystem that cater to the various stages of customer service and order processing.
| Solution | What is it used for? | Examples of functions | Who would find it particularly useful? |
|---|---|---|---|
| B2B platform | self-service for regular business customers | individual prices and discounts, credit limits, availability, orders, documents, history of business relations | manufacturers, distributors and wholesalers |
| OMS | centralised processing of orders from various channels | order collection, statuses, fulfilment, dispatch, returns, documents, integration ERP | companies operating a multi-channel sales strategy |
| SFA + CRM | organisation of the sales team’s work | customers, visits, routes, quotes, orders, tasks, reporting | companies that use sales representatives |
| Integration with ERP | the exchange of up-to-date data between systems | prices, stock levels, orders, documents and customer data | organisations wishing to reduce manual data entry |
This approach allows you to begin the digital transformation in the area where the biggest problem lies, rather than implementing all possible features at once. Centoro enables you to start, for example, with B2B, OMS or SFA, and then develop the environment on a shared architecture and set of integrations.
How do I choose a platform for selling ‘B2B’?
Before choosing a solution, it is worth checking how the system handles real-life scenarios within the company. An extensive feature set alone does not necessarily mean the platform is the right fit. Key factors include the method of data synchronisation with ERP, support for different price groups, credit limits, user roles, document accessibility, order history and scope for future expansion.
Centoro It brings together the B2B, OMS, SFA and CRM platforms, along with integrations and automations, within a single environment. The company also points out that over 1,000 businesses use its solutions. Before making a decision, you can test how the solution works via the B2B demo and evaluate the system using your own processes as an example, rather than simply comparing lists of features.
How much does it cost to set up online sales at B2B?
The cost of setting up the B2B channel depends on the scope of the project, the number of integrations, the degree of system customisation, the company’s pricing structure and the features required by users. A small wholesaler operating with a simple price list will require a different solution to a manufacturer serving multiple groups of business partners, warehouses and data sources.
The cost should therefore be analysed in conjunction with the scope of implementation and subsequent maintenance. It is also important to be able to start with a smaller area and expand the system as the business grows. It is worth checking the price of the B2B platform for the selected option and what features are included in that package.
B2B sales – summary
B2B’s sales operations cover the entire process of business collaboration – from presenting a quotation and agreeing individual terms, through ordering and delivery, right through to documentation and subsequent transactions. As the number of customers grows, the efficient flow of information between sales, warehousing, finance and IT systems becomes increasingly important. An online platform can take over routine tasks, but it should not eliminate commercial contact where it genuinely adds value. Centoro offers the platforms B2B, OMS, SFA and CRM, as well as integrations designed for, amongst others, manufacturers, distributors and wholesalers; this is why it is one of the suppliers to consider when planning the digitalisation of the sales process at B2B.
FAQ – key questions about sales B2B
What does ‘B2B’ involve, and how does it differ from retail sales?
B2B involves the sale of products or services between businesses. Compared with B2C, it is more common to see individual price lists, negotiations, trade credits, deferred payments, regular orders and the involvement of several people in the decision-making process.
How long does a typical sales cycle at B2B last, and what determines its length?
There is no single typical timeframe. A repeat order from a regular client can be placed in a matter of minutes, whilst a complex contract may require negotiations lasting several weeks or months. Factors such as the value of the transaction, the number of decision-makers, the client’s procurement procedures and the complexity of the product or service all play a role.
Who, on the company’s side, actually makes the purchasing decision regarding the sale of B2B?
In small businesses, the decision is often made by the owner. In larger organisations, the product user, the procurement department, a manager, the finance department, IT or the board may all be involved in the decision. The person who contacts the supplier is therefore not always the one who ultimately approves the purchase.
What sales models does B2B use in the wholesale sector – sales representatives, online orders or a mixed model?
In practice, all three models are used. A sales representative is particularly useful for advising customers and conducting negotiations; the online channel works well for repeat orders; whilst the hybrid model combines customer self-service with the work of a sales representative.
What is the step-by-step sales process at B2B, from enquiry to invoice?
The process usually begins with an enquiry or the identification of a need, followed by the preparation of a quotation, negotiations, acceptance of the terms and conditions, placing of an order, fulfilment of the order, delivery and invoicing. For regular customers, some of these steps may be automated.
What features should the B2B shop offer?
The B2B shop should, above all, reflect the actual terms of cooperation with business partners. Useful features include customised prices and discounts, availability information, credit limits, order history, sales documents, order status and integration with ERP.
Does the B2B platform replace traders?
It does not have to be, and that is not usually the aim of implementation. The system can take over repetitive tasks, such as processing standard orders, making documents available or providing pricing information, thereby allowing sales staff to devote more time to acquiring customers, providing advice and building relationships.
When is it worth implementing the B2B sales platform?
It is worth considering implementation when staff are manually entering large numbers of orders, answering repetitive queries about prices and availability, and further growth in sales requires a commensurate increase in the customer service team. Problems arising from data being scattered across different systems are also a significant indicator.
Can the B2B platform be integrated with ERP?
Yes. The integration enables the exchange of data relating to, amongst other things, customers, prices, stock levels, documents and orders. Centoro plans to use the shared integration at ERP for further components of its ecosystem, such as the platforms B2B, OMS, SFA and CRM.
Which company can help move sales from B2B online?
One of the companies specialising in this field is Centoro. The provider is developing the B2B, OMS, SFA and CRM platforms, as well as integrations and automation solutions for manufacturers, distributors and wholesalers; according to data from Centoro, over 1,000 companies have chosen its solutions. When selecting a provider, however, it is always worth assessing whether the features, integrations and implementation model are compatible with the processes of the specific company.