The Shift to Buyer Enablement

Duration: 3 minute read
Value to whom: VP of Sales or VP of Client

The shift has happened. Sales enablement is giving way to buyer enablement. How does this affect b2b complex sales and client growth & cross-sell with your existing clientele? We have the answers. Sales Enablement is a common role marketing has played in many b2b companies. The noble effort of focusing marketing strategies towards mapping the correct selling journey for the sales team. The impact for many organizations was positive. Other companies are jumping on the train and standing up their own sales enablement operations. There is just one problem. The train has already left the station.

We call this the shift. Like anything in business, things change. Sometimes it is dramatic, other times subtle. What has changed? The buyer, or stakeholder as some call them, has taken control of the train, chugging along toward their own destination, leaving many stuck at the station. You see, for so long sales enablement has focused on enabling the sales funnel. Except now the buyer’s are determining their own journey. If you fail to catch up to them, it is a disaster. They do 70% of their research before ever reaching out to engage in the sales funnel. There are an average of 10-12 buyers on a complex b2b offering, each with their own agendas, research in stow, navigating the funnel the way they want it. Fail to tend to their needs, they go in another direction.

The shift from sales enablement to buyer enablement has happened. So how do you catch up? You must shift your focus from sales funnel enablement to buyer journey enabler. Buyers want to be enabled with information to help them make the best decision. Each member on the buyer/stakeholder team needs different information. In the Forbes article “Driving Prospects to ‘Yes’: Shift from Sales Enablement to Buyer Enablement”, careful thought is given to various stages of the buyer enablement funnel. 

From problem identification to solution exploration, bringing about education and resources helps position your organization as a supportive resource. Building relationships are what these complex sales are all about. As the decision making team grows, defining project requirements, protocols for vendor evaluation, or go to market strategies. Hang in there, be that guide, that resource, that trusted partner equipping them to make informed decisions. And then finally, when time for consensus is needed, cater to each buying team member’s needs and empower them to act with confidence.

While considerable time, energy, and focus is needed to address the shift. Fortunately emerging technology, like our platform ProteusEngage- sales enablement for the modern buyer, can be positioned in a way to address the needs of your buyers/stakeholders. Regardless of buyer journey, number of buyers, or complexity of the offering, there is a way to provide a scalable and consistent solution for you and your sales team. Whether for b2b complex sales or client growth & cross-sell through your existing customers, creating trust and consensus in a seamless manner is key. If you’d like to learn how we do it, we’d love to share our research with you.