If this information remains in price lists, internal systems, or sales managers' heads, the customer places an order based only on what they currently know and remember. With a large number of orders, these missed opportunities add up to a significant portion of unrealized sales.
Remind customers what they buy regularly
In many B2B businesses, order composition repeats. Some products are purchased weekly, others – once a month, at the start of the season, or before a specific work phase.
If a customer regularly purchases a particular product but hasn't included it this time, it's worth reminding them about it before the order is submitted.
You typically order this product every month. Include it this time?
This reminder benefits both parties. The customer avoids placing an additional order a few days later, and the supplier collects more items in a single purchase.
Show volume pricing before the decision is made
In B2B pricing, different rates based on order quantity are often applied. This information is not always presented to the customer at the time they are selecting the quantity.
If a customer plans to order 88 units, and from 100 units the price decreases, it's worth showing the specific difference:
By adding 12 more units, the unit price will decrease from €4.80 to €4.35.
The customer can immediately assess whether it's worth ordering a larger quantity. No additional promotion is needed – it's enough to clearly present the terms already in effect.
Don't let better terms go unnoticed
Free delivery, additional discount, or better commercial terms often depend on a specific order value.
If the customer is 70 EUR short of free delivery, they should see this while forming their order.
70 EUR short of free delivery.
By adding one more package, a 3% discount will be applied to the entire order.
Nearby, you can also display several relevant products that the customer could add to their order. Their selection should be based on previous purchases or already selected items.
Additional product must have a clear reason
Generic blocks like "You might also like" quickly become unnoticed in B2B commerce. It's important for business customers to understand why a specific product is being offered to them.
Suggestions can be based on product compatibility, previous purchases, or actual order data.
This accessory fits your selected device.
These products are most frequently ordered together.
This consumable is typically purchased with the selected product.
Such recommendations help better complete the order, especially when the main product is used together with accessories, fasteners, spare parts, or consumables.
Instead of individual products, offer a complete solution
In some industries, the customer needs not just one product, but a complete set for a specific job, project, or equipment.
In such cases, it's worth offering pre-configured packages:
for equipment maintenance;
for a specific construction phase;
for seasonal preparation;
for point-of-sale inventory replenishment;
for standard project configuration.
The customer receives a recommended list, adjusts quantities, and removes unnecessary items. They don't need to search for each product separately, and orders more often include the complete assortment needed for a specific job.
Previous purchases can help with the next order
Purchase history is often left as a simple list of previous orders. Much more value can be extracted from it.
The customer can be shown the most frequently purchased products, typical quantities, last purchase date, and price changes. They can then compile a new order from several previous purchases, rather than copying one old cart.
If some products are out of stock, alternatives can be offered immediately. If the assortment has been expanded, it's worth showing new items related to what the customer is already purchasing.
Base recommendations on the specific customer's purchases
Recommendations become valuable when they're based on the customer's actual purchase history. If a company regularly buys equipment from a specific manufacturer, they can be shown spare parts, accessories, and operating materials suitable for that equipment first. If certain products are ordered only at the beginning of the season, their offers should appear at exactly that time.
Typical order quantities, delivery location, available equipment, or the assortment agreed upon for a specific customer can also be evaluated. This way, items that the customer can actually include in their order are selected from a broad catalog.
The customer needs to search and remember less, while the supplier can offer more relevant products without overwhelming them with generic promotions or random offers.
When good sales manager logic becomes part of the process
An experienced sales manager usually knows what the customer buys regularly, which products are ordered together, when it's worth offering a larger quantity, and how much is missing to unlock better terms.
This work is difficult to cover for every order. Some customers order independently, some contact outside of business hours, and sales managers often don't participate in smaller orders at all.
In a B2B self-service portal, this logic can be transferred directly into the ordering process: remind customers of regularly purchased items, show volume pricing, suggest related items, display thresholds for better terms, and utilize previous purchase data.
The self-service portal then becomes more than just another ordering channel. It helps each customer better formulate their needs and consistently applies what otherwise only an experienced sales manager would do.