AI chat for B2B, where there is no catalog

A B2B site has no products to add to a cart. The assistant's job is different, and simpler than most vendors pretend.

On a B2B site the visitor is usually trying to work out whether you do the thing they need at all. The pages that answer that are long, and nobody reads them.

The site is the product knowledge

Everything the assistant needs is already written — the solution pages, the FAQ, the case studies. The work is turning that into short, answerable facts rather than paragraphs.

Qualify, then get out of the way

The valuable outcome is not an answered question, it is a named person who wants a demo reaching your sales team while they still want one. Every turn after that intent appears is a turn spent losing it.

Answer the qualifying questions honestly

B2B buyers are trying to disqualify you as fast as possible — wrong size, wrong region, wrong integration, wrong price band. An assistant that dodges those to keep the conversation going wastes their afternoon and your sales team's. Saying "we do not serve that market" in the first minute is a feature.

Pricing is the question you cannot ignore

Most B2B sites do not publish prices, and every visitor asks. Decide what the assistant is allowed to say — a band, a starting point, or an honest "it depends, here is what it depends on" — and write it down. Silence on price is read as expensive.

Hand over while the intent is warm

The gap between "this looks right" and "I will look at this next quarter" is measured in minutes. When somebody asks for a demo, the useful behaviour is to take their details and tell your team immediately, not to answer three more questions first.