For his part, Victor commented that Cosentino made “ a 100% digital commitment on the part of the company. A key decision was made: all marble workers had to buy through eCommerce. It could have gone wrong, but it has gone great . ” In any case, he explained that this change was very complex: “ the entire operation had to be changed .”
The Cosentino model is complex, but they have tried to support all members of their distribution channels to optimize processes: “ In addition to the marble channel, we also work with the retail channel, with kitchen stores. We rely on a lot of continuous training, webinars… Every time there is something new in the digital channels, a communication is made, the salesperson goes to explain it… In fact, the salesperson has a ratio focused on the time dedicated to talking about the digital channel. This change in the internal culture of the commercial network helps us a lot to make this digital transformation process fruitful .”
Alberto stressed the human role of the sales network as a fundamental support for a digital B2B: “ Within the sales processes, the salesperson continues to play a major role, to guide the customer.” This belize number data role becomes more relevant when it comes to providing value to the customer in critical areas, such as solving urgent needs, such as when a customer contacts them because a device has broken “and they need it now.” Thus, Alberto explained that “ it is important to be able to respond that if they place the order now, they can have it in 24 hours. And people value that very much, making the price become something secondary. They think: “I have several people standing here and that costs me X. I don’t care if it costs me 80 euros more than on the other side.” If you give it to me now, I value it .”
For Victor, the great challenge in B2B is loyalty: he highlighted that Cosentino has created an ecosystem in which to offer its different types of clients services added to that of a website where they can simply buy. « For example, for stores we have a loyalty program where, depending on sales and how they manage the display, they move up a level, they have a points program… But we also have specific loyalty tools for marble workers and designers .»