The new B2BEST Barometer from ECC KÖLN and Creditreform shows that payment defaults and insolvencies in the B2B environment are increasing. Digitalisation of sales and field service is a top priority. Despite progress, there is still a need to catch up in implementation. Competitive pressure from platform models is growing. Economic situation is deteriorating slightly.
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The overall difficult economic situation is also clearly noticeable in B2B trade: in the last twelve months, many companies have been confronted with not only payment defaults (62%), but also with increasing insolvencies among their customers and a decline in order volume (67% each). Personal conversations and thus the role of the field service as a direct contact are of great importance in this context: 87 percent of the wholesalers and manufacturers surveyed stated that they often seek direct conversations with customers when payments are delayed.
This is shown by the results of the current B2BEST Barometer from ECC KÖLN and Creditreform, which is devoted to the topic of "Platforms & Field Service" in its 16th edition. Even if sales are increasingly shifting towards e-commerce, field service will continue to be seen as a key success factor in sales (77%). Digitalisation is playing an increasingly important role: For the majority (90%; 2021: 84%), digitalised sales processes within their own company are of great importance, and the digitalisation of field service is also prioritized by 84 percent (2021: 74%).
Use of mobile devices has increased significantly
Although considerable progress has already been made in terms of field service digitisation compared to 2021, only a third of companies see themselves as well advanced in implementation. However, the use of mobile devices in the field service has increased sharply: Most wholesalers and manufacturers use smartphones (93%; 2021: 74%), laptops (89%; 2021: 77%) and/or tablets (69%, 2021: 63%) to support sales. The mobile devices are used in particular for product presentation (64%) and for accessing customer data (55%).
'The introduction of digital processes and tools has a particularly positive effect on the quality of individual advice and the number of sales for wholesalers and manufacturers. Nevertheless, digitalisation still brings with it major challenges, particularly with regard to costs and the complexity of digital systems,' explains Christian Kramer, Industry Manager for Wholesale and Foreign Trade at Creditreform.
Competition from new business models is growing
Currently, field sales is the most popular sales channel at 37 percent (2021: 29%), closely followed by B2B marketplaces (33%), closed customer platforms (33%) and B2C marketplaces. However, given the increasing online procurement, respondents expect that in five years' time, their own online shop (79%) and B2B marketplaces (75%) will become the most important channels.
'Platform-based business models increase the already high competitive pressure, which many companies are already feeling intensely. The strategic engagement with B2B platforms and their integration into their own corporate strategy will therefore become a key task in the future in order to assert oneself on the market,' says Dr. Kai Hudetz, Managing Director of IFH KÖLN and founder of ECC KÖLN.
Economic situation slightly worsened
Manufacturers and wholesalers continue to rate the general economic situation positively (76%). The average value of 2.05 (on a scale of 1=very good to 5=very bad) has deteriorated slightly compared to the previous two quarters of the year. The willingness of the companies surveyed to invest has continued to decline compared to the previous quarter and is now only at a moderate level.
More information:
IFH KÖLN
www.ifhkoeln.de