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Buyer Behaviors have changed
Learn to Sell the Way Modern Buyers Buy
Buyers today want to learn at their own pace, and they want to learn when and where they are ready, not when you are ready. They
want access and they want it now. They want everything personalized. Learn how to combine the buyer enablement mindset, digital content, and methodology to help your buyers move effortlessly through the buying process.
What is buyer enablement?
In short, buyer enablement is a focus and a methodology combined to make B2B buying easier. Change your focus from what you need to do to close the sale and instead focus on what the buyer and the buying group needs to do to complete the purchase.
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We may not realize it, but B2B buying is incredibly complex, painful, and risky to the buyer. Your champion has to sell your solution to other stakeholders inside their organization. The essence of buyer enablement invoWhen your sales team learns to anticipate the challenges the buyer will face and guide them safely through those challenges, it builds trust and helps your champion move the buyer through the buying process faster.
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When the buyer moves through the buying process faster and with more confidence, you close deals more quickly and more often.
sELLING IS HARD. BUYING IS HARDER.
Garin Hess, Founder and CEO of Buyer Authority, is a serial tech entrepreneur who pioneered Buyer Enablement through extensive research and experience in B2B sales. He previously founded two software companies, three industry conferences, and two non-profits. Most recently, he led Consensus, a Product Experience Platform streamlining enterprise tech sales. After stepping down as CEO in 2024, he now focuses on speaking, training, and consulting on buyer enablement.
About the Author
The Buyer Enablement Promise
Short Sales Cycles and Higher Quality Revenue
Focusing on how to educate and guide the buyer, rather than sell to them, builds trust, accelerates the buying cycle, and yields both more closed deals now and more loyal customers in the future. Loyal customers result in more expansion and upsells.
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In short, you’re getting more revenue faster now, and better revenue in the future.
How Does Buyer Enablement Work?
Effective buyer enablement requires a buyer mindset, relevant content, and a repeatable methodology.
Your sellers need to develop Buyer Empathy and understand how buyers think, what they want, and how they behave.
Your organization needs to produce and make available the content required to meet the buyers’ needs at each stage of the buying process.
Finally, your sales team will need to layer a simple and easy-to-use methodology on top of whatever selling approach your organization may already take.
The MINDSET: From Seller
to Buying Coach
Salespeople don’t close deals. Only the buyer does. Buyers are the only ones who can ink the deal. So, instead of thinking of ourselves as sellers or closers, we must think of ourselves as buying coaches. How do we equip and coach our champion to sell on our behalf throughout their organization?
To be a true buying coach, we embrace that it’s not about us. We need to put our customer’s need for a solution above our need to get a sale
The content: Accelerate Sales by asking one question
“What kind of content does the buyer need at each stage to make progress?”
THE METHODOLOGY: The DEEP-C™
Buyer Enablement Framework
Discover, Engage, Equip, Personalize, Coach
Buying groups have doubled in size over the last ten years, making B2B buying more complex and prone to failure.
Our DEEP-C buyer enablement framework places the buying group at the gravitational center of the purchase and the champion at the core of that center.
Discover your champion and through them discover the other stakeholders.
Engage the champion and through them engage each stakeholder.
Equip your internal champion with what they need to sell to the other stakeholders for you.
Personalize value to each stakeholder.
Coach the champion and other stakeholders through the buying process to a successful outcome.