The power of buyer enablement: Meeting modern expectations in B2B sales

The digital revolution has reshaped the B2B landscape, with an estimated 80% of buyer journeys set to occur online by 2025. To thrive in this new era, businesses must adapt their strategies to cater to the preferences and behaviours of modern buyers.

The COVID-19 pandemic has accelerated the digitisation of B2B sales, leading to a shift towards buyer enablement. Buyers now expect a seamless and streamlined experience like B2C transactions and have access to abundant online resources.

The sales representatives' role has diminished, and companies must focus on making every interaction count by providing exceptional value and insights. Empowering buyers with user-friendly interfaces and self-service options and making the buyer's journey more asynchronous are key strategies.

We sat down with Rory Sadler, Co-Founder & CEO of Trumpet 🎺, for an episode of The Sales Syndicate Podcast to to discuss the evolution of B2B buying journeys and how tools like Trumpet - are centralizing and transforming the process. As Rory Sadler explains, "We built Trumpet to centralize the entire journey from outreach to onboarding and really to increase collaboration and make it feel less of a transaction and more of a journey."

In this article:

1. The future of B2B digital buyer journeys
2. Shift in B2B sales towards buyer enablement
3. Making the buyer's journey more asynchronous
4. The importance of sense-making sales and buyer enablement
5. The value of multi-threading in the modern B2B buying journey

The future of B2B digital buyer journeys

The digital revolution is well underway, with the projection that 80% of buyer journeys will occur digitally by 2025. This shift underscores the need for businesses to align their strategies with the preferences and behaviours of modern buyers.

To meet these evolving needs, many companies are adopting a product-led growth (PLG) model. This approach empowers buyers through self-service options and try-before-you-buy opportunities, allowing them to explore and experience products or services independently before making a purchasing decision.

Leading organisations are proactively embracing the importance of the buyer journey, recognising the need to support a more asynchronous digital experience. By optimising their digital channels and aligning their strategies with buyer preferences, companies can create a seamless and engaging journey for their customers. This proactive approach not only fosters stronger customer relationships but also positions businesses for success in the digital age.

Shift in B2B sales towards buyer enablement

In today's rapidly evolving business landscape, the realm of B2B sales is experiencing a significant transformation. Rory Sadler, Co-Founder and CEO at Trumpet, explained this shift towards buyer enablement, which has become increasingly crucial in navigating the long and complex buyer journey. As digitisation continues to reshape the way businesses operate, it’s imperative for companies to adapt and empower buyers to self-serve and make informed decisions.

The COVID-19 pandemic has acted as a catalyst for the acceleration of digitisation in all areas of a business, including B2B sales. Asynchronous collaboration has become more prevalent, and buyers now expect a seamless and streamlined experience, like what they encounter in B2C transactions. The next generation of buyers, who are deeply ingrained in the digital age, have developed high expectations based on their experiences as consumers. They are accustomed to having information at their fingertips and demand the same level of convenience and accessibility in their B2B interactions.

Surprisingly, the amount of time spent by buyers with a sales representative has dwindled significantly. A mere 5% of a vendor's time is now allocated to engaging with sales reps, a sharp decline from the previous 15%. This limited window of opportunity underscores the importance of making every interaction count. Sales teams must recognise the shifting dynamics and leverage these scarce moments to provide exceptional value and insights.

Buyers are no longer dependent solely on sales representatives for information. They now have access to a vast array of content and data online, ranging from competitive comparisons and reviews to blogs and pricing information. This wealth of resources has empowered buyers to conduct their own research, equipping them with the knowledge they need to evaluate potential solutions. In this landscape, sales teams must redefine their role and embrace the concept of buyer enablement.

Empowering buyers to ‘self-checkout’ is paramount in the current B2B landscape. Any efforts made to facilitate this process will yield significant benefits. Companies can leverage technology and provide user-friendly interfaces that allow buyers to navigate through the purchasing process independently. This self-serve approach not only saves time for both parties involved but also aligns with the preferences of modern buyers.

Making the buyer's journey more asynchronous

In the realm of buyer enablement, Rory emphasises the significance of making the buyer's journey more asynchronous. Recognising that expecting buyers to sit through hour-long demos is unrealistic, he shared 3 valuable tips on achieving asynchrony without relying on a specific tool.

These actionable suggestions aim to save time, provide a personalised experience, and streamline the buyer's journey.

1. One effective strategy to enhance asynchrony is the use of templates. Templates can be powerful tools in creating efficiency and consistency throughout the buyer's journey. By leveraging pre-designed templates for emails, presentations, and other communication materials, sales professionals can save time while still delivering a tailored and personalised experience. Templates provide a foundation that can be easily customised to meet the specific needs and interests of each buyer.
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2. Breaking down demos into smaller, digestible sections, aka ‘micro-demos’, is another valuable technique. Long, comprehensive demos are no longer aligned with the expectations and attention spans of today's buyers. Instead, offering micro-demos that focus on specific aspects or features of the product or service allows buyers to engage with the content at their own pace. This approach not only respects their time but also ensures that the information is presented in a more easily digestible manner.
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3. Booking next steps directly on the call is a practical way to expedite the decision-making process. Instead of engaging in back-and-forth email exchanges to find a suitable time for follow-up discussions, sales professionals can proactively propose specific times and actions during the call itself. By streamlining this aspect of the process, they remove unnecessary delays and keep the momentum going, ultimately expediting the buyer's journey.
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4. A mutual action plan can be an invaluable tool to guide both parties through the buyer's journey. Creating a shared document that lists specific next steps and responsibilities ensures that everyone is on the same page. This approach not only provides clarity but also holds both the buyer and the sales professional accountable for their respective roles in advancing the process. By outlining specific actions and timelines, the mutual action plan becomes a roadmap for success.

The importance of sense-making sales and buyer enablement

The reality is that many buyers are not well-versed in the intricacies of procuring software, making it the responsibility of salespeople to guide them through the process. By providing clarity and simplifying the journey, sales professionals can alleviate the burden on buyers who are already juggling multiple tasks.

The concept of sense-making sales goes beyond buyer enablement. It involves helping buyers navigate the intricacies of the procurement journey, understanding the different solutions available, and identifying the most suitable steps to take. Salespeople play a vital role in this process, acting as trusted advisors who bring clarity and insight to an often overwhelming and complex landscape.

Buyer enablement, coupled with sense-making sales, is essential in ensuring that the procurement process is as seamless and effortless as possible for buyers. Sales professionals should take on the heavy lifting, doing the necessary legwork to guide buyers through each stage of the journey. By shouldering this responsibility, salespeople allow buyers to focus on their day jobs, maintaining productivity and meeting their targets.

Procuring new software can be a headache for buyers who are already grappling with the demands of hitting quotas and managing teams. It’s a time-consuming and challenging task that requires careful consideration and evaluation. In this context, the support and expertise of salespeople become invaluable. By stepping in and shouldering the burden of navigating the procurement process, sales professionals become true partners to buyers, offering guidance, insights, and assistance every step of the way.

The value of multi-threading in the modern B2B buying journey

In sales, multi-threading is a technique where several members of a sales team or organization interact with various stakeholders in a target account or prospective company. Rather than depending on just one contact, multi-threading focuses on building connections and engaging with multiple decision-makers, influencers, or important contacts within the organization. Its main goal is to enhance the likelihood of sales success by broadening the network of relationships and improving overall engagement.

In today's business environment, multi-threading is not just an option but a necessity. Having less than two contacts in a deal introduces immediate deal risk, emphasising the importance of engaging multiple stakeholders.

It’s alarming to note that a staggering 78% of opportunities across various CRMs have less than two contacts involved. This statistic underscores the need to embrace a multi-threaded approach to mitigate risks and increase the likelihood of successfully closing a deal.

The advantages of a multi-threaded approach in the B2B buying journey cannot be overstated. Research suggests that employing this strategy enhances the chances of closing a deal by five times. By engaging multiple stakeholders within the buying organisation, sales professionals can foster stronger relationships and gain a better understanding of the customer's needs and pain points. This comprehensive approach ensures that all perspectives and requirements are considered, increasing the overall effectiveness of the sales process.

One vital aspect of the multi-threading approach is the creation of mutual action plans or next steps. These plans serve as a roadmap for accountability across all stakeholders involved in the buying journey. Mutual action plans provide visibility to each party, enabling them to stay informed and aligned on the progress of the deal. This shared responsibility promotes a collaborative environment and encourages open communication among stakeholders.

Not only that, but mutual action plans also facilitate a sense of accountability for deal progress. When all stakeholders are aware of the agreed-upon next steps, it becomes easier to track and evaluate the advancement of the deal. This level of transparency ensures that everyone is on the same page, minimising misunderstandings and delays.

Key takeaways

1. The digital revolution is transforming B2B buyer journeys, with an estimated 80% of journeys expected to occur digitally by 2025. Companies need to align their strategies with the preferences and behaviours of modern buyers and adopt a product-led growth (PLG) model to empower buyers through self-service options and try-before-you-buy opportunities.
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2. B2B sales are shifting towards buyer enablement, necessitating the adaptation of businesses to empower buyers to self-serve and make informed decisions. The COVID-19 pandemic has accelerated digitisation and raised buyer expectations for seamless, streamlined B2B interactions akin to B2C transactions.
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3. Buyers now have access to abundant online content and data, reducing their reliance on sales representatives for information. Sales teams must recognise the changing dynamics and redefine their role as enablers, providing exceptional value and insights during limited engagement opportunities.
   ‍
4. Empowering buyers to self-checkout through user-friendly interfaces and self-service options saves time and aligns with the preferences of modern buyers, yielding significant benefits.
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5. Making the buyer's journey more asynchronous by using templates, micro-demos, booking next steps on calls, and creating mutual action plans enhances efficiency, personalisation, and accountability.