The Gentle Art Of Modernizing Traditional B2B Companies

Welcome to The Varato Letter, Sponsored by Harris Web Works.

Every Saturday, we share insights with 1,100+ supply chain leaders on modernizing business operations for the digital age. This newsletter will be Free for the reader forever. Enjoy!

To learn more about how Harris Web Works can help you to future proof your manufacturing wholesale or distribution business, click here.

How to transform B2B businesses without killing what makes them special (...steal this framework):

Most agencies try to force B2B companies to completely change how they operate.

But that's the WRONG approach.

The key is enhancing what already works — not replacing it.

Here's our proven 4-part framework for modernizing B2B businesses:

1️⃣ Listen first, suggest later

Before making any recommendations, take time to understand their history of success. This means:

• Scheduling in-depth discovery sessions with key stakeholders

• Documenting their current processes and workflows

• Identifying what makes their customer relationships special

• Understanding their industry-specific challenges

For example, when working with a 60-year-old industrial parts manufacturer, we spent two weeks just observing their operations. We learned their sales team had built deep relationships through trade shows and handshake deals. This insight helped us enhance (not replace) these valuable connections.

2️⃣ Keep the human touch

The goal isn't to digitize everything. Some processes work better with personal interaction:

• Trade show relationships and handshake deals

• Complex custom order discussions

• Long-term partnership negotiations

• Technical support for specialized products

We helped a metal fabrication company add digital ordering while keeping their phone support line for custom requests. This hybrid approach increased efficiency without losing the personal connection their customers valued.

3️⃣ Speak their language

Drop the fancy tech jargon. Instead of saying:

❌ "We need to implement a digital transformation strategy"

✅ Say: "Let's make your ordering process faster and easier"

❌ "We'll optimize your e-commerce conversion funnel"

✅ Say: "We'll help more customers complete their orders successfully"

Real example: When working with a plumbing supply company, we avoided technical terms and focused on practical benefits like "saving time on order processing" and "fewer ordering mistakes."

4️⃣ Start small, prove value

Begin with quick wins that show clear ROI:

• Start with simple process improvements

• Measure and share specific results

• Build trust before suggesting bigger changes

• Focus on efficiency gains that support existing operations

For instance, we helped a chemical distributor start by simply digitizing their price lists - a small change that saved their sales team 5 hours per week. This success led to their confidence in larger improvements.

The truth is:

These B2B companies have survived 50+ years for a reason.

Our job isn't to "transform" them...

It's to carefully enhance what already works.

Whenever you're ready, here's how we can help you:

Harris Web Works is a digital transformation agency that helps supply chain partners (manufacturers, wholesalers & distributors) meet new generational buyer demands & expectations by installing streamlined e-commerce systems.

To learn more about how we can help you future-proof your business, click here.