With greater than a decade in enterprise, BB Wheels is a small, family-owned enterprise positioned in Albany, Minnesota. With a mission “to turn out to be your most well-liked on-line purchasing vacation spot for wheels, tires, and car equipment,” BB Wheels takes pleasure in providing customized service with high-quality merchandise at unbeatable costs.

However other than promoting direct-to-consumer (DTC), BB Wheels has additionally discovered a foothold within the B2B house. 

To be taught extra about their B2B success, we sat down with Dean Goebel, President of BB Wheels, and Chelsey Eggert, Director of Operations, to seek out out what BigCommerce options their enterprise is leveraging, how they work with B2B prospects and extra.

Deciding on the Proper Software for the Job

Shelley Kilpatrick: You’ve been on BigCommerce some time, however again if you had been evaluating platforms, what had been a number of the deciding components for selecting BigCommerce?

Dean Goebel: “With the complexity of how we constructed our merchandise and the sheer measurement of our catalog, BigCommerce was the most suitable choice. There have been different platforms that will have labored, however they had been very custom-made, costly and would have required individuals with a reasonably large technological ability set. 

“We prefer to hit the ‘simple button’ wherever we are able to, and BigCommerce gave us what we would have liked, on the proper worth level and allowed us to launch and transfer rapidly.”

SK: Talking of transferring rapidly, how has BigCommerce enabled you to develop your corporation?

DG: “The massive advantages of BigCommerce have been that you simply’re at all times iterating on the backend; the infrastructure is at all times being improved and maintained. The second is your app universe. Having the ability to plug high-quality add-ons into our web site, rapidly and effectively is an enormous deal.”

Chelsey Eggert: “The truth that BigCommerce makes certain that every part’s safe and we don’t have to fret about upkeep, makes it in order that we are able to maintain merchandise that we wish to push out and our prospects — that actually helps.”

Shifting Gears to Promoting B2B On-line

SK: Switching gears to speak about B2B, how does BigCommerce assist you promote to those patrons? 

CE: “We now have a good variety of sellers who buy from us and resell the merchandise. They’re on a wholesale account with us. Moreover, generally retailers have their prospects purchase by us, after which they set up the merchandise.”

“Wholesale prospects should buy by our common web site, however we additionally provide totally different reductions, relying on quantity and what they’re doing, than what’s provided to the common purchaser. A few of the BigCommerce options we use to set this up on the back-end embody buyer teams and tariffs.”

SK: Do you do something particular to market to B2B prospects?

CE: “I don’t suppose we’ve ever particularly tried to market to B2B patrons. Typically, it finally ends up being an area auto store that calls us — they’re doing a customized construct for a buyer who needs a particular set of wheels — they’ll discuss with one in every of our fitment specialists and that’s how the connection begins. 

“Then, both they may come to us and say, ‘Hey, do you guys have a seller account that I can get signed up for?’ or if we see that there’s a development that they preserve coming again, we’ll point out it to them. ‘Do you wish to enroll and be a seller?’” 

DG: “We’ve at all times had fairly respectable search engine optimisation, however we do spend some huge cash on varied focused advertising and marketing by our purchasing campaigns. Loads of these patrons are actually the identical, as a result of they’re searching for a wheel, after which they see us exhibiting up all over they usually’ll name us, and we set up that relationship.”

Placing Clients within the Driver’s Seat

SK: How do you give B2B prospects the perfect of each worlds — the net expertise and the human contact?

DG: “If you happen to discover our web site, we actually attempt to make an effort to make the shopping for course of as simple as potential — we attempt to take away as many buy roadblocks figuring out that we’re going to have a better incorrect fitment order charge, however that’s the place the human contact is available in. That is a part of our particular secret sauce, the place we make it simple to purchase, understanding we might must work with the shopper put up buy to get the right fitment for his or her particular software.

“After the order is positioned, we have now a fitment professional on the backend that’s manually reviewing our wheel orders, validating fitment. We then attain out to the shopper and say, ‘Hey, this wheel’s most likely not going to work in your car. You most likely want this bolt sample or this offset’ — and other people love that. 

“Individuals love the truth that, ‘This web firm referred to as me to inform me that I ordered flawed, they usually’re looking for me to do the appropriate factor.’ That sort of expertise is what we attempt to do with our sellers as properly.

“It’s simply a number of frequent sense. Deal with them proper. Give them good pricing and ship issues actually quick. On the finish of the day, it really works out.”

Discover the B2B Ecommerce Resolution from BigCommerce

Are you a direct-to-consumer (DTC) enterprise seeking to get into the B2B house? Schedule a demo for BigCommerce B2B Version, and our ecommerce specialists might be blissful to help you within the transition. And for additional insights on all issues B2B, take a look at The State of B2B Ecommerce: 2022 Development Report.