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What is Buyer Enablement and Why It's Important for Your SaaS (Definition, Methods, Tips)
You’ve undoubtedly heard of sales enablement, a concept that has revolutionized sales strategies and tactics in the modern business landscape. But have you heard of buyer enablement? This concept of buyer enablement might be newer, but, as we'll see, it is just as crucial to the success of your Software as a Service (SaaS) business. Here's what you need to know about this customer-focused approach.
What is Buyer Enablement?
Buyer enablement refers to the process of providing potential customers with all the information and support they need to navigate the buying journey. It involves ensuring that your prospects have everything they need to make informed decisions about your product or service.
In an era where the customer has more power and choice than ever, buyer enablement is not just a nice-to-have, it’s a must," explains Jill Konrath, renowned sales strategist and author. Your potential buyers are hungry for information, and it's your responsibility to feed that appetite.
Developing Buyer Empathy
Understanding your buyer's mindset, or developing buyer empathy, is the first step in buyer enablement. Buyer empathy involves seeing things from your buyer's perspective, understanding their problems, and then tailoring your solutions to address their specific needs.
Practical tip: Begin by asking open-ended questions to understand the unique challenges your buyer faces. Use surveys, interviews, and buyer persona development as part of your research.
Exploring Buyer Perspectives: Addressing Emotional ROI
A crucial aspect of buyer enablement is recognizing and addressing the emotional return on investment (ROI). Beyond practical matters, customers want to feel good about their purchases. They want to trust the provider and have confidence in the service they're buying. Emotional ROI can be a strong influencing factor in the purchasing decision.
To boost emotional ROI, highlight customer success stories. These stories will reassure B2B buyers of your reliability and commitment to customer satisfaction.
What Do Buyers Need from Sellers/Vendors?
Your potential customers are seeking guidance. They want clear, understandable information about your product's benefits and how it can solve their problems. They want to understand its cost and what makes it unique from the competition. Throughout the buying cycle, you have to keep a buyer enablement mindset.
Be transparent about your product or service, share resources, and be willing to address any doubts or concerns. The easier you make the buying process for your customer, the more likely they are to choose you.
Steps you need to take in order to adopt a buyer enablement strategy
Adopting a Buyer Enablement Strategy: Your Step-By-Step Guide
Taking on a buyer enablement sales approach requires a fundamental shift in your business perspective. Rather than focusing primarily on your product or service, you're focusing on the buying team's needs and their journey. Here's a step-by-step guide on how to do it effectively.
Step 1: Know Your Customers
Your buyer enablement strategy starts with a deep understanding of your customers. Identify their needs, pain points, and the challenges they face. Develop target buyer personas to understand their motivations, buyer behaviors, and decision-making processes.
Without a deep understanding of your customer, any enablement strategy is doomed to fail. Don’t guess their needs—engage, ask, listen, and learn.
Step 2: Make the Prospect Experience Easier
The next step is simplifying the buyer journey. Make it easy for prospects to navigate your website, understand your offerings, and reach out for more information. Working with your marketing team, devise unique, effective strategies and approaches from marketing. Clear, straightforward language, a user-friendly interface, and readily available customer support can make a world of difference.
Step 3: Create Engaging Content to Add Value to Every Interaction
Content is king in a buyer enablement strategy. Use various types of content -blog posts, white papers, case studies, video tutorials, and infographics to educate your prospects about your product and its benefits. Each piece of content should add value and drive your prospects closer to making a purchase.
Good content isn’t about selling. It’s about solving problems. Your content should be designed to answer questions and overcome objections before they arise.
Step 4: Track Feedback and Customer Interaction
Monitor how customers interact with your sales content, brand, and sales team. Use tools like Google Analytics, CRM platforms, and social media listening tools to gain insights. Regularly survey your customers for direct feedback and implement changes based on their responses.
Identify product gaps based on prospect feedback with PreSkale's Product Gap Manager.
Step 5: Use Valuable Content, Reviews, FAQs, and More
Customer reviews, FAQs, testimonials, and case studies provide social proof and build trust. Your sales rep should encourage satisfied customers to leave reviews, compile a comprehensive FAQ page, and showcase case studies demonstrating how your product has helped other businesses.
Step 6: Show Your Product
Webinars, live demos, and video tours are powerful tools for showing potential customers exactly what they're getting. Not only do they provide a detailed look at your product, but they also give your sales professionals a chance to address questions and objections in real time.
Step 7: Make Them Try Your Product
Finally, encourage potential customers to try your product. Offering free trials or demos can help B2B prospects understand the practical benefits of your product and envision it as part of their business.
A product trial is a powerful step toward purchase. It allows the buyer to experience the benefits first-hand, removing any remaining doubts.
Adopting a buyer enablement strategy may require significant changes to your current sales processes, but the results can be well worth it. With a focus on understanding, supporting, and guiding your customers, you can build stronger relationships with prospects and drive long-term success.
Understanding the Six Stages of the B2B Buying Process and the Role of Buyer Enablement
The B2B buying process can be complex, typically involving multiple decision-makers and stages. Buyer enablement is about simplifying this process, providing the right information at the right time, and facilitating the buyer's journey. Here's how buyer enablement works across the six key stages of the B2B buying process.
Stage 1: Problem Identification
The typical buying sales process begins when a business identifies a problem that needs to be solved. Buyer enablement at this stage involves offering resources that help buyers understand their challenges and articulate their needs.
Content like blog articles, e-books, or webinars can help prospective buyers understand their problem better and see the potential for solutions. This stage is about empathizing with their issues and establishing your brand as a knowledgeable resource.
Stage 2: Solution Exploration
Once the problem is defined, the buyer starts exploring possible solutions. This is the time to showcase your products or services as a potential solution.
Offer in-depth resources such as white papers, case studies, and product comparison charts to help the buyer evaluate their options. Video demonstrations can be particularly effective at showing your product in action and demonstrating its value.
Stage 3: Requirements Building
In this stage, the buyer is outlining specific requirements for the actual solution they need. Your role is to help them understand how your product or service meets those requirements.
This could involve offering personalized consultations, creating custom demonstrations, or providing detailed product specifications. Clear, honest communication is crucial at this stage to build trust and credibility.
Stage 4: Supplier Selection
At this point, the buyer is deciding on their supplier. Reviews, testimonials, and case studies are critical here as social proof of your credibility and the quality of your service or product.
Be available to answer any last-minute questions, provide customer references, and offer any final reassurances. Make it easy for them to choose you.
Stage 5: Validation
During validation, the buyer seeks internal approval for the purchase process. They need to demonstrate that the selected supplier (hopefully, that’s you!) is the right choice.
Enable your buyer with presentations, ROI calculators, or other tools that make it easy to showcase the value of your solution to other stakeholders in their company.
Stage 6: Consensus Creation
In the final stage, the buyer needs to create consensus among all stakeholders. As a seller, your goal in mind should be to ensure that all decision-makers are satisfied with the choice.
Offer to meet with key stakeholders, provide additional presentations, or supply any necessary information to ensure everyone is on board.
In every stage of the B2B sales purchasing process, the goal of buyer enablement is to facilitate the buyer's journey, making it easier for them to make an informed, confident decision-making process. By providing valuable resources, personalized attention, and consistent support, you can position your business as a trusted partner rather than just another supplier throughout the sales cycle.
Best Practices for Effective Buyer Enablement
- "Invest time in understanding your customers' needs, and tailor your solutions to address those specific pain points."
- "Make every interaction meaningful and value-driven, employing content that educates and guides the buyer through their purchase journey."
- "Listen, adapt, and improve—use feedback to continuously refine your buyer enablement strategy."
- "Transparency fosters trust—be clear about what your product can do and how it benefits the buyer."
- "Empower your buyers by making your product accessible—use product demo, trials, and live the buying experiences to help them feel confident in their decision."
Optimize your Sales Process with Preskale: Track Conversations, Enable Buyers & Uncover Product Gaps
Enter Preskale - a revolutionary tool designed to streamline the intricacies of sales, from the initial conversation to the final transaction. With Preskale, you gain the advantage of smooth presales management, ensuring that each interaction with a potential client is tailored and impactful.
But it's not just about managing conversations. By identifying product gaps with Preskale, you can unlock untapped revenue potentials, ensuring that your offerings align perfectly with market demands. This proactive approach allows businesses to stay ahead of competition, addressing potential challenges before they become obstacles.
In essence, Preskale isn't just a tool—it's a strategy for sales success and a successful buyer enablement. By integrating Preskale's multifaceted features into your sales process, you're not just selling; you're enabling buyers and creating an environment for sustainable growth.
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