The seller is the one who closes deals! I’m sure you’d agree.

But what if I were to challenge this and suggest that things have changed?

Take note - Sales reps have 5% of the customer's time during the buyer journey. Having a limited scope to influence buyers during a purchase decision.

Buyers now have the power with access to more information than ever before. For sales reps, it's crucial to empower buyers with the right strategy.

Buyer enablement is crucial in today's B2B sales landscape. It helps the sales team meet the expectations of well-informed buyers. Simplifying complex purchasing decisions (by using personalized interactive product demos) helps engage with buyers throughout the purchasing journey. Crowded marketplaces are everywhere but this can be a way to differentiate.

In this article I’ll help you define buyer enablement, discuss the traditional sales approach vs buyer enablement approach and explain how you can close more deals by empowering your buyers. Let’s dive in.. 

What is buyer enablement?

Buyer Enablement is a mindset shift that focuses on empowering the buyer throughout the entire buying process. Understanding their unique needs and challenges and providing the information and resources they need to make informed decisions. This helps them navigate the buying process with confidence. It's about being a buying coach and a partner, not just a seller.

Traditional sales enablement focuses on giving sales teams the tools and resources they need to close deals. Buyer enablement focuses on being more user-centric. Allowing sales reps to become trusted advisors to buyers to make informed decisions.

Read: Demos are crucial at every step of the journey

Buyer Enablement: Why it is important?

There are many benefits to using buyer enablement as a sales strategy such as:

• Enhanced trust and credibility: Buyers have more power and control over the buying process than ever before. Sellers can provide buyers with relevant information and insights at the right time.
• Improved buyer experience: B2B buyers often face complex purchasing decisions that involve many stakeholders. This needs careful consideration. A buyer enablement approach helps simplify the decision-making process for buyers.
• Faster sales velocity: A buyer enablement approach helps sellers engage with buyers throughout the purchasing journey. Plus, providing buyers with the right information and resources at each stage of the journey.
• Increased customer lifetime value: Differentiation is key. A buyer enablement approach helps sellers stand out from the crowd, simplifying the decision making process. This can help drive customer loyalty and lead to more sales and revenue.

Buying Coach vs Seller: What’s the difference?

Organizations don’t make buying easy. Period! B2B sales organizations need to be more customer-centric and responsive to the changing needs of buyers. Too much focus on selling to buyers and closing deals, without considering the needs and challenges of the buyers themselves.

It sounds funny, but buyers are rarely in ‘buying mode’.

• They want to research your product and see a demo to educate themselves.
• Buyers can educate themselves without the pressure of sales.
• They want to do their due diligence on their own

Buyers have changed. They want more control over their buying process and are less reliant on sales reps for information and guidance. They have access to more information than ever before, and they want to make their own decisions. Vendors that embrace a "Buyer Enablement" model can build stronger relationships with a better chance of successful outcomes.

Source: See Page 10 of the State of Sales Report - Salesforce - State Of Sales

What is the “Seller” approach?

The traditional "Seller" approach to selling can frustrate buyers. They book a demo and wait to talk to sales to qualify. Then, have to take part in a discovery call before finally seeing a demo two weeks later. The barrier to entry is too high.

Imagine going to an electronics store to check out the latest TVs. But, all you can do is book a demo with a two-week wait time. Most buyers would likely leave and go to the next store, where they can do their research and purchase without such a long wait

The same is true for other industries as well. The service in a restaurant often gets a higher weight than the product (meal) itself. Would you be willing to wait two hours for a steak, no matter how good it might be?

This approach can create a disconnect between the sales team and the buyer, leading to a lack of trust and a lower chance of success. 

What is the “Buying Coach” approach?

Buyers spend a lot of their time researching and educating themselves about a product or service before reaching out to sales. By the time they make contact, they have almost made up their minds and are looking for validation. A buying coach can provide buyers with the information they need to make an informed decision. Plus, help the buyers convince internal stakeholders that they have made the right choice (which is where buyers spend the rest of their time). 

The irony is that buyers end up selling the solution to their own company. By understanding the buyer's journey and providing them with the right tools, you can help them close the deal for you.

Your interaction with the customer is the shortest part of the buying process. Buyer enablement removes the barrier to entry for the buyers. As a buying coach, you would:

• Guide the buyer on how your solution solves their issues.
• Have less pressure on selling, with more focus on guidance, and enabling.
• Discuss ways they could tackle the issue whilst influencing the change

How to implement buyer enablement in your sales process? 

By providing buyers with the right tools and guidance, sales teams can create a more collaborative and productive buying experience. Here’s how:

1. Understand the buyer's journey: To effectively enable buyers, you must understand their journey. This means identifying their pain points, challenges, and decision-making criteria. By understanding the buyer's perspective, you can tailor your approach to meet their specific needs.
2. Provide relevant content: Buyers want relevant content for their needs and challenges. This includes product information, use-case specific content, case studies, personalized demos, and other resources to help them make an informed decision.
3. Use technology: Technology can play a critical role in buyer enablement. This includes using CRM systems to track buyer interactions and preferences and showcasing complex b2b products through interactive product demos

How demo automation can help empower buyers and close more deals?

One of the most effective ways to enable buyers is through demo automation. This provides buyers with a personalized and custom demo experience within minutes, without the need to contact sales.

Automated software demos are available 24/7, and buyers can access them at their own convenience. This is a significant improvement over the old-school "Seller" approach, where buyers had to book a demo and wait for weeks to see a demo. With demo automation, buyers can educate themselves without the pressure of sales, and they can do their due diligence on their own.

If you’ve seen the film ‘Bandersnatch’ from Black Mirror, you’ll remember how interactive it was. Viewers got to choose what they wanted to happen and where to go next. It was personalized, engaging, and ahead of its time. Demo Automation is similar in that it puts the power in the buyer's hands. After completing a quick questionnaire, buyers choose their own demo, which drives a personalized experience based on their persona and the issues faced.

This is where product demo software like Demoboost helps to enable the buyer and build the best buying experience to close more deals. These progressive technologies can create a replica of your product on a digital interface that is completely customizable. Further allowing the buyers to make buying decisions easier and shorten the sales cycle.

Wrapping it up!

Remove the friction. If not, the buyer will go elsewhere! In today’s B2B buying landscape, traditional sales methods are no longer enough to close deals or hold on to users. By focusing on buyer enablement, sales teams can build trust, establish relationships, and close more deals. By understanding your buyer, creating valuable content, and using technology to provide personalized support, you can improve the overall buying experience and increase customer satisfaction.