In a significant stride toward modernizing its sales approach, Advanced Turf Solutions, a leading Indiana-based distributor of grass seed and fertilizer, is set to launch its new B2B website this October. With annual sales reports estimating around $200 million — as revealed by Chief Information Officer Tracie Pruden — the company is devoted to enhancing its digital sales capabilities, marking a pivotal transition from traditional sales methods to a comprehensive online presence.

Advanced Turf Solutions primarily caters to B2B clients, including sports fields, schools, and golf courses, while also reaching individual homeowners and lawn care service providers. However, despite their substantial annual sales, online sales currently only contribute about a quarter of a million dollars. This figure represents a small fraction of the company’s overall potential; thus, embracing an online strategy appears to be a crucial move.

Pruden’s insights shared at Salesforce’s Dreamforce conference highlight not only the technical upgrades the company is implementing but also a journey of learning and adaptation. Over the past eight years, Advanced Turf Solutions has transitioned from zero online sales to actively launching dedicated D2C (direct-to-consumer) and B2B sales platforms. This evolution reflects a broader trend in retail, as companies strive to meet consumer demands in a rapidly digitalizing environment.

The COVID-19 pandemic significantly accelerated this transition. Pruden recounted how the company rushed to adapt to changes in consumer behavior, a narrative echoed across many sectors. When lockdowns forced buyers to seek alternatives to in-person shopping, Advanced Turf Solutions quickly adjusted its operational model, discovering that even B2B clients preferred the convenience of online purchasing. “We thought customers would hate it, and it turns out they loved it,” she stated, underlining the critical lesson that B2B customers are, at their core, consumers too.

This pivotal moment opened new horizons for Advanced Turf Solutions. In response to changing market dynamics, they launched a B2B2C initiative, allowing them to sell grass seed directly to consumers. This innovation initiated a test period where they incorporated an initial batch of twelve stock-keeping units (SKUs) onto their site in 2021. With 30,000 SKUs at their disposal, starting with just a small offering proved to be a strategic move, allowing the company to hone their e-commerce execution in a manageable way.

Leveraging Salesforce’s technology has played a vital role in this journey. Pruden utilized her existing familiarity with Salesforce to effectively implement features such as Sales Cloud, Marketing Cloud Account Engagement, and Experience Cloud, among others. These tools have enabled Advanced Turf Solutions to streamline their operations and enhance customer engagement, an essential factor in e-commerce success. The efficiency gained from these integrations not only supports their current initiatives but also sets the stage for future endeavors.

As the launch of their B2B site approaches, Pruden shared that the website is expected to feature 5,000 SKUs tailored for golf course accessories, a strategic focus given the ongoing relevance of this market. The site’s launch will coincide with the peak B2B sales period, illustrating the company’s acute awareness of market timing. Following this, a D2C site is slated to go live in November, expanding their customer reach and product offerings even further.

Yet, even as Advanced Turf Solutions strides into an online future, they remain committed to educating their audience through their blog and main website. This digital presence aims to provide valuable insights and quotes, resembling traditional business models while incorporating elements of modern e-commerce. By maintaining educational content, they not only enhance their SEO profile but also position themselves as industry leaders and trusted partners.

The move toward a more integrated digital strategy is crucial not just for Advanced Turf Solutions, but for B2B companies across all sectors. As customers continue to seek seamless and convenient purchasing experiences, businesses must adapt to these preferences or risk being left behind. With their innovative approach, Advanced Turf Solutions stands as a leading example of how to successfully navigate the complexities of digital transformation while meeting consumer demands head-on.

The upcoming launches serve as a testament to the company’s unwavering commitment to meeting the evolutionary needs of its customers and the market. As they prepare to roll out their B2B and D2C sites, Advanced Turf Solutions is not only setting the groundwork for continued growth but also paving the way for a new chapter in B2B sales strategies.

Digital transformation is more than a trend; it is an essential evolution for today’s businesses, and Advanced Turf Solutions is showing the way.