From Excel to digital sales: What it looks like in practice

This is the fourth part in a series by our Head of Sales, Emil Lissborg, exploring how shifting buyer behaviour is reshaping B2B sales. In this article, we look at what digitalisation actually delivers in practice and how companies move from Excel‑driven processes to scalable digital sales. 

Concrete results from real customer cases

It’s easy to talk about digitalising B2B sales in abstract terms.

I prefer talking about what actually happens when companies do it.

Heidenreich is one of the Nordic region’s leading HVAC wholesalers. A classic B2B profile: 45,000 products with complex variant structures, thousands of customers with individual prices, a low share of digital orders, and an older interface that frustrated users.

It’s a situation I recognise from many companies I meet. The business works. Customers are loyal. But the system can’t support the growth they want.

What they needed wasn’t just a new webshop. They needed a new way to manage the entire buying flow.

The project began with interviews with real installers to understand how they actually search for and find products in their daily work. That led to a new interface built around those insights, combined with AI‑enhanced search that understands how professionals think when they look for products.

The result? 6,500 orders in the first two months. 9 out of 10 users preferred the new experience. A significant reduction in order errors. And a digital foundation to build on.

This is not an exception.

In my experience, companies in the same situation as Heidenreich, manufacturers, wholesalers, distributors, often underestimate how quickly results appear when the right foundation is in place. It’s not about having everything perfect from day one. It’s about getting started with the right priorities.

What takes time is rarely the technology. It’s agreeing on what you want to achieve and staying focused on it.

Explore the Heidenreich case

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