The New B2B Shopping Experience

Brian Friedman |

As a consumer, you’re use to researching and buying products online. All the information that you need to make your decision along with customer reviews is at your fingertips. However, when you enter the world of enterprise solutions most companies make it a long process that costs you too much of your valuable time. Purchasing enterprise solutions should be controlled by you, the consumer, and you should be able to set your own timeline for investment. At the end of the day, smaller enterprise deals should be treated like the consumer experience.

At Aventri, we’ve recently introduced a low-touch sales model for our customers who know what the products that they want to implement. You may now be asking yourself, “Well, Brian, what is low-touches sales?” Low-touch sales is how companies like Atlassian and Zendesk scaled their businesses into industry leaders with high retention and customer satisfaction. They allowed their product to sell itself, creating complete transparency during the sales and onboarding experience. This process may sound like it has a lack of empathy compared to speaking with a sales team member, however that’s not the case at all. Low-touch sales minimizes the amount of calls with sales up front, so that you can start working with Customer Success on real product implementation and adoption. Let’s explore how and why Atlassian and Zendesk launched their low-touch sales models.


Atlassian, leading product development and management software company, follows the ethos that “Products are bought not sold.” They started out by including all their pricing online with no hidden fees, so that purchasing their products was simple. By having an easy purchase process, they could get customers onboarded within a few minutes. When other companies focused on high pricing with hidden fees in their space, Atlassian focused on building great products that sold themselves through automation. Users would use their product, and it would quickly become sticky within their team. By the time year two came around the users would purchase a second product, and the overall account deal size would increase substantially. Traditional sales reps are traditional, and instead Atlassian invested in customer success teams.


The New B2B Shopping Experience



Zendesk, leading customer service software company, grew a massive business with $350M run rate and 90K paying customers. They identified that consumers demanded transparency and responsiveness, while businesses wanted loyalty and trust. Since enterprise business deals with buyers and users they created a model that lived in the intersection of both personas. Zendesk invested in people, and created a product that was simple to use yet powerful. They believe that if the products hit the customer needs so well that humans don’t have to be involved at all. As their business started to grow they focused on adapting the product to drive customer success. By reducing friction in their product, they could implement a low-touch sales model that guided the user into the product efficiently. As accounts grew they added product advocacy groups to help manage enterprise accounts with hundreds of interactive users.


The New B2B Shopping Experience


In software verticals outside the event management software space, the industry leaders have automated their sales and focused on a product first direction. At Aventri we have implemented a hybrid model, combining low touch sales with customer success teams that provide the human touch at the right time. We believe that as a leader in our space that it’s our job to innovate and provide customers with a personalized and stress-free experience. Our goal at Aventri is to make access to our products as easy and streamlined as possible for all clients. We believe that it’s important to use the product to see the real value first hand.

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This Post was Written by Brian Friedman

Brian was formerly the VP of Digital Innovation at Aventri.

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