For many businesses, the concept of buyer enablement is a scary thought because it involves giving up control. The very thought of letting prospects take control of the majority of the sales process is literally anathema to how sales have been done in the past.
But the reality is the days of pushy sales reps and back-and-forth contact are over.
According to a recent survey of millennial B2B buyers:
- 56% held director-level positions
- 42% held managerial positions
- 44% were the primary decision-maker for purchases of $10,000 or more
B2B buyers are younger than businesses realize and they expect more of a consumer-style experience.
One hallmark of a consumer-style buying experience is buyer power.
No consumer website would ever ask leads to provide an email address so the sales team can contact them later, right? Instead, they enable leads with the necessary tools to complete a seamless purchase.
It’s critical for marketing and sales teams to enable buyers at every stage of the sales cycle (including post-purchase) with tools that make it easier to:
- Research solutions
- Identify problems
- Complete purchases
- Educate other team members
- Answer questions
- Solve issues post-purchase
3 Tips for Boosting Nuanced Buyer Enablement in 2020
Technology makes it easy to empower buyers with the perfect tools to close sales and keep customers happy.
1. Give Leads Plenty of Communication Choices
It’s not 2000 anymore. Voice calls and email shouldn’t be the only contact options.
Website chat boxes are important for leads to ask quick questions. Meanwhile, at least 85% of B2Bs use social media during the buying process so it’s also worthwhile to take charge of LinkedIn, Twitter, and Facebook messenger tools.
2. Build a Website That Lets Them Nurture at Their Own Pace
Research shows that buyers complete between 57% and 90% of the sales process on their own before they ever contact a sales rep.
Most businesses consider their website their #1 marketing asset – so why don’t they treat it that way? A website should give prospects and leads all the tools they need to research and learn without having to contact a sales rep.
In terms of buyer enablement, use prospect data to create the perfect content that caters to an audience’s preferences (videos, webinars, blogs, eBooks, etc.) for every stage of the buyers journey.
3. Focus More on Helping and Less on Winning Sales
The truth is most businesses spend too much time wooing leads and not enough time pleasing current customers. Well, it’s costing them because 80% of buyers say they’ve switched brands within 24 months due to a poor experience.
Focusing more on serving/listening and less on revenue leads to happier buyers and better ROI: 96% report higher profits and 97% say it increased their market share. Listening and helping boost buyer enablement because it removes the pushy tactics of yesteryear in favor of a meaningful experience.
Create a Prospect Data-Driven Buyer Enablement Strategy
Flobile helps sales teams create an engaging buyer journey to create a fluid conversation with qualified prospects. The innovative B2B buyer enablement process can lead to a 20% increase in sales opportunities and conversions.
Using a data scientist-developed AI system, Flobile allows businesses to build a meaningful relationship with their target audiences and create effective buyer journeys through omnichannel experiences.