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April 20, 2023

Exploring Buyer Enablement: Definition, Benefits, and Best Practices

Supercharge your B2B sales strategy with this secret weapon


Blog type
Selling tips

Unlocking new heights in your sales journey requires more than just googling “how to be the best seller”.  It’s about going out there in the world and make sh*t happen.

And that’s what I did. I went out there, and made all the sh*t happen. And today, I’m going to dive into one of the best things I’ve ever learned (and dare I say, mastered) – the concept of buyer enablement. This is a powerful tool that can help you close deals faster, build stronger relationships, and make your customers happier than ever before. Let’s see how buyer enablement can give you the competitive edge you’ve been looking for. And don’t worry, I’m not just going to throw a bunch of jargon at you – but rather, provide actionable tips and tricks that’ll make a real difference in your sales process. 

So, what is Buyer Enablement?

In a nutshell, buyer enablement is all about making the purchasing process as smooth, easy, and efficient as possible for your potential customers. Think of it as being your buyers’ personal Jeeves – you’re there to guide them, support them, and ultimately help them make the best decision for their needs.

In the B2B world, the buying process can be a real beast to tackle – it’s often lengthy, complex, and involves multiple decision-makers. This is where buyer enablement comes in: you’re providing them with the right resources, tools, and guidance that enable them to navigate the sales process more effectively.

The Benefits of Buyer Enablement

Alright, now that we’ve got the definition down, let’s talk about why buyer enablement is a game-changer for B2B sellers:

Shorter Sales CyclesMake it easier for buyers to get the information they need, leading to quicker decision-making and faster revenue generation.
Competitive AdvantageProvide top-notch buyer enablement to stand out as the go-to provider who genuinely cares about customer success.
Increased Customer LoyaltySupport buyers throughout the purchasing process to build trust and rapport, resulting in long-term customer relationships.

Best Practices for Buyer Enablement

This all sounds wonderful for sure, but HOW? Here are some best practices for implementing buyer enablement in your sales process, along with a couple of personal stories to illustrate just how powerful these strategies can be:

1. Make Research a Breeze:

Your buyers are going to do their homework, so make it easy for them. Create easily digestible, value-packed content that addresses their pain points and showcases your solutions. Think whitepapers, case studies, and video testimonials – anything that helps them understand why you’re the best choice.

Personal Story: In my experience as an account executive, I once worked with a client who was struggling to understand the benefits of our software solution. I noticed they kept asking questions that were already addressed in our whitepapers, but they hadn’t seen them yet. I took the initiative to send over the most relevant whitepapers and even highlighted key sections for them. The result? They were grateful for the personalized guidance and closed the deal shortly after. Boom. 

2. Be Proactive with Communication

Don’t wait for your buyers to reach out with questions – anticipate their needs and address them proactively. Regular check-ins and updates can go a long way in making them feel supported and well-informed.

Personal Story: There was a time when I was working with a potential client who was juggling multiple vendors and decision-makers. I knew they were overwhelmed, so I proactively scheduled weekly catch-up calls to help them stay on top of everything. This consistent communication not only kept the deal moving forward but also solidified our relationship – and they eventually became one of our most loyal customers. (We’re also Whatsapp buddies- no biggie.)

3. Utilize Technology

Leverage tools like CRM systems, AI-powered chatbots, and interactive demos to provide seamless support throughout the buying process. Your buyers will appreciate the convenience, and you’ll benefit from streamlined workflows

4. Embrace Virtual Sales Rooms

As an additional strategy, consider implementing virtual sales rooms to enhance the buyer experience. Virtual sales rooms offer an engaging, interactive environment that allows buyers to explore your products and services at their own pace while having access to real-time support. This immersive experience can help buyers feel more connected to your offerings and better equipped to make informed decisions.

5. Create Mutual Action Plans

Collaborate with your buyers to develop a mutual action plan that outlines the steps, milestones, and timelines for moving forward with the purchasing process. By establishing clear expectations and a shared vision, you can build trust and ensure that both parties are on the same page throughout the sales journey.

Personal Story: I once worked with a prospect whose organization had a complex decision-making process involving multiple stakeholders. To keep everyone aligned and the deal progressing, we co-created a mutual action plan that detailed each step, assigned responsibilities, and set deadlines. This transparent approach not only made the buying process more manageable for the client but also demonstrated our commitment to their success. In the end, we closed the deal and established a strong foundation for a long-term partnership.

6. Train Your Sales Team

Make sure your sales team is well-versed in the principles of buyer enablement. Regular training sessions and access to up-to-date resources can ensure they’re equipped to deliver a top-notch buying experience.

7. Collaborate with Buyers

Instead of pushing a one-size-fits-all solution, work closely with your buyers to understand their unique needs and tailor your offering accordingly. This will make them feel valued and empowered, which can lead to stronger, lasting relationships.

Personal Story: I once had a prospect who was unsure if our platform would integrate well with their existing systems. Instead of pushing them to buy, I scheduled a joint meeting with our technical team and their IT department. We collaborated to find a custom solution that addressed their concerns, and they ended up signing a long-term contract.

So there you have it – the lowdown on buyer enablement and how it can revolutionize your B2B sales strategy. By focusing on making the purchasing process as smooth and supportive as possible, you’ll not only close deals more quickly but also build lasting relationships with your customers. So go on, be the Jeeves your buyers need, and watch your sales success soar.

Frequently Asked Questions

How can I identify which resources and tools are most useful for buyer enablement?

Start by analyzing your buyers' journey, pinpointing common pain points, and determining what information they need at each stage. Then, create resources that address these pain points and provide valuable insights. Survey your existing customers to find out which resources were most helpful during their buying process, and keep an eye on engagement metrics to continually refine your offerings.

How can I make my buyer enablement strategy stand out from the competition?

Focus on personalization, collaboration, and proactivity. Tailor your resources to match your buyers' unique needs, work closely with them to find custom solutions, and anticipate their questions before they ask. Strive to make your buyer enablement strategy as seamless and frictionless as possible, and remember that exceptional customer service can be a key differentiator.

What should I do if my buyers are still hesitant, even after I've provided ample buyer enablement resources?

Engage in open, transparent communication to understand their concerns and address them directly. Offer additional resources or consultations, and consider bringing in experts from your team to provide more in-depth guidance. Demonstrate your commitment to their success by being proactive and responsive, and remember that trust and rapport take time to build.

How can I ensure my sales team is aligned with our buyer enablement goals?

Establish clear expectations and incorporate buyer enablement principles into your sales training programs. Provide your team with the necessary resources and tools, and regularly monitor their performance to identify areas for improvement. Foster a culture of collaboration and support, and encourage your team to prioritize the buyer's needs above all else.

Can buyer enablement help with upselling and cross-selling opportunities?

Absolutely! By nurturing strong relationships and providing exceptional support during the initial buying process, you create a solid foundation for upselling and cross-selling in the future. When your customers trust you and feel well-served, they're more likely to be open to exploring additional products or services you offer. Plus, the insights you gain from collaborating with your buyers can help you identify potential upsell and cross-sell opportunities that genuinely align with their needs.

How do I know if my buyer enablement strategy is successful?

Track key performance indicators (KPIs) that reflect your buyer enablement goals, such as shortened sales cycles, increased customer satisfaction, and improved customer retention rates. Collect feedback from your customers and sales team to understand what's working well and what could be improved. Regularly review your strategy and adapt as needed, and remember that buyer enablement is an ongoing process that requires continuous fine-tuning.

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