What is Buyer Enablement?
The famous saying goes, "happy wife, happy life!" and the same principle can be applied to your leads. A happy prospect means a more streamlined sales process and a loyal customer in your pocket. Of course, that sounds a little less catchy, but it's true nonetheless! Buyer enablement is a big part of providing solid solutions to potential buyers and works unilaterally with your sales enablement efforts.
It boils down to putting the needs of your prospect first. This may seem like a no-brainer, but it takes some thoughtful tools to apply it effectively. By approaching the sales game from the angle of your customer, you can better understand how to sell to them effectively and help to make their decision of purchasing with you an easier one.
When you look at the B2B sales landscape today, it's more complex than ever! Buyers are inundated with choices, discounts, caveats, incentives, opinions and how their final selection will affect every relevant department. Wading through all those branching decision trees is less like browsing and more like a significant problem-solving exercise that keeps you up at night.
In one survey, Gartner found that 77% of B2B customers rated their purchase experience as highly complex or challenging. However, things don't have to stay that way; with buyer enablement, companies can put buyers back into the driving seat and present them with a clear set of information that creates clarity rather than uncertainty.
How To Create a Better Sales Experience Through Buyer Enablement
Buyer enablement starts by understanding your audience better. Even buyers within the same ICP will have different priorities and personalities. Perhaps one is more analytical, seeking out the cold, hard facts. At the same time, another buyer might struggle with being an internal influencer, so they require a greater wealth of material and training to ensure they can champion your product internally with greater gusto.
Salespeople will get a feel for this when speaking with buyers; however, by using a Digital Sales Room to gather behavioral data, you can gauge what a buyer leans on most based on what content they interact with more. You might find they linger on stats more than anything else, or they're more curious about the use cases and more narrative-driven collaterals. Data helps salespeople streamline their approach accordingly to create a pitch that is more relevant from the get-go.
No matter what kind of buyer you encounter, the key is to better understand how you can help them. There's no better way to do that than by gauging their thought process and the hurdles they must overcome. This is where salespeople have to go on a fact-finding mission to gather a complete picture of the situation, the problems and what solutions are required.
Buyer's enablement, at its core, is about creating confidence within your prospects; with confidence, they will grasp why your solution is superior, evaluate it through that lens and finally, they'll reach purchase intent. Personalizing content accordingly can push them through the sales funnel far quicker.
Buyers just don't connect as well with materials when they know it's boilerplate spiel a salesperson is giving out willy-nilly. This is why content always has to be dynamic, improving based on insights gathered, but also malleable enough to make it feel customized and keep buyers engaged. A thoughtful proposal that addresses the heart of a buyer's issues makes their job simpler and demonstrates commitment.
In situations like these, salespeople should reframe their roles to be more like consultants within the B2B buyer's market, because at the end of the day, not all companies are a good fit for your product and vice versa. It's essential to make these distinctions because if things don’t click, the time shouldn’t be spent trying to make the shoe fit. With presenting information objectively, B2B buyers are less likely to churn and more likely to close faster with the proper advice.
It's important to note that all content you share with your prospects will also reach a wider audience within the company. Buyer enablement encompasses making sharing those assets a breeze. That's why it's pivotal these days to have tools like Showell's Digital Sales Room, where the entire B2B sales process can unfold under one platform. This includes when sharing large, technical files with just one click, with embedded with insight tracking and an intuitive interface. We know all about perfecting the sales funnel, in fact, 67% of customers shared that Showell improved their buying experience.
We've seen it – the issue of dealing with silos, inconsistent onboarding, and content not being used by your team. We made a solution with these pain points in mind. Showell is an award-winning tool made to centralize all sales collaterals for easier onboarding, presenting with ease and assurance that you will have nothing but updated content, data to track engagement and activity to understand your prospects better, and so much more.