5 Practical Tips To Get Sales Buy-In On Ecommerce

Ecommerce has become crucial in industries worldwide, including the specialty gas and welding industry. With Gartner predicting that 80% of B2B sales interactions will occur within digital channels in 2025, a powerful online presence will be necessary to keep up with rising competition. 

But if you’re a distributor in this space, you understand that introducing ecommerce can be a sensitive topic, especially for your sales team. It’s a common fear that digital sales channels will make their roles obsolete. In reality, the two must learn to work together. 

So, how can you balance the growing demand for digital options with the need to ensure your sales team remains an integral part of your business? Here are five practical tips for a successful rollout.  

Tip #1: Introduce comp incentives 

Perhaps one of the most effective ways to introduce ecommerce to sales as a friend, not a foe, is to align it with their compensation. By building a compensation structure that rewards the team for all sales—online, over the phone, or via email—you can turn the website into a new tool for their success. You can even offer a bonus for online orders to give them an extra incentive to encourage customer adoption. 

Tip #2: Educate on the hidden benefits

An ecommerce site does more than just take orders; it can be a powerful resource for your sales team. By highlighting features like a single source for product information, built-in customer analytics, and tools for order and cylinder tracking, you show your team how the platform can make life easier. When customers can self-serve for routine tasks, your salespeople get valuable time back to focus on consultative selling and building stronger relationships. 

Tip #3: Foster a competitive spirit

We all know that sales teams thrive on competition. By creating a scoreboard to track key metrics like online sales and new online accounts, you can motivate your reps to champion the new platform. A little friendly competition paired with incentives like gift cards or a grand prize can dramatically increase engagement.  

Tip #4: Reassure through open communication

One of the most important steps is to create an open and honest environment where salespeople can voice their concerns without fear of reprisal. By hosting face-to-face meetings and addressing each concern directly, you can build trust and show your team that you value their input. It is also important to set clear expectations and share a timeline for rollout, including soft launch dates and beta testing periods, so the team feels supported through the transition. 

Tip #5: Schedule time with sales in the field 

Getting out into the field with your sales team is a great way to show support. This approach allows leaders to understand what might be preventing customers from using the site, while also providing a chance for open, one-to-one dialogue with reps.