April 7, 2023

Buyer Enablement vs Sales Enablement

Matt Compton

Co-Founder & CEO

There is no shortage of software, conferences, blogs, podcasts, etc. to help sales professionals sell better.

In fact, in many organizations there are entire teams dedicated to helping reps sell! This, of course, is called sales enablement.

But when it comes to potential buyers, most sales-led teams don’t have a single person who wakes up every morning and goes to bed every night obsessing about how they make it incredibly easy for a buyer to buy.

Sales Enablement is half the solution

Forrester describes sales enablement as the strategic, ongoing process that equips employees with the ability to consistently have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s journey.

There are several other great definitions of sales enablement out there. But if you look closely, you’ll see how each definition at its core is focused on serving the sales team. As it should! Alignment across marketing, sales, and sales ops to tell a cohesive brand or product story is key to winning a lot of deals.

However, there’s one thing still missing.

Buyer enablement and why it’s important

Even the best sales enablement tools and methodologies lack a strong focus on the buyers objectives, needs, and overall experience. 

With this lack of focus, buyers have increasingly shifted away from options that involve working with sales or prefer a rep free buying experience altogether. 

The fix? Buyer enablement.

Buyer Enablement is the strategic focus of providing buyers with the information, interactions, and processes required to successfully decide, execute, and implement a solution as efficiently as possible.

In other words, buyer enablement is about making it really is for a prospect to buy.

Bottom line: Leverage the power of sales enablement AND buyer enablement

If you and your sales team implement buyer enablement in addition to your existing sales enablement practices, you’ll immediately gain the following:

  • Strategic focus on both the sales process and the buying process
  • A better understanding of how and when to deliver sales content
  • The ability to compete with the speed of self-service options while amplifying the value working with sales can bring to a prospect's buying journey.

Want to learn more about buyer enablement or discuss how it can increase won deals for your team? Click here to schedule a 30 minute buyer enablement strategy call today! No software sign up or purchase required.