It’s a really quite simple…well sort of!
As an SME owner, if you are looking to drive your B2B sales whether through your existing clients (which by the way should be your starting point) or through new customer acquisition then the focus of the efforts across the company comes down to one key activity:
This is also referred to as buyer enablement. But what is it?
Buyer enablement can be described as “The provision of information and insights that supports the provision of critical buying jobs”.
The six B2B buying jobs that buyers complete as part of their purchase decisions are:
Buyer enablement is comprised of two key components:
Advice and expertise to help B2B buyers needs to:
Help them decide “what to do” or “not do” to complete their buying jobs.
2. Practical Support – the “How”
Information and tools should enable buyers to:
Examples of tools include:
B2B buying is challenging now more than ever than before.
The typical buying process in larger organisations such as corporations typically consists of:
It is important to note that the completion of buying jobs is often NOT done in a linear, straightforward manner. Buying stages are often revisited and repeated as part of consensus building.
As a result, 77 per cent of buyers feel that the purchases have become
Therefore, providing buyers with advice, tools and support across the multiple buying jobs helps buyers perceive a job as easier thereby increasing their overall confidence leading them to buy a solution.
Your marketing and sales teams should be working together to assess buyer needs and determine the buyer enablement tools required across the six B2B buying jobs.
However, participation will also be needed from other teams and departments including:
Business customers will spend about two-thirds of their buying journey learning whatever information and tools they can find. When developing your buyer enablement tools, it is important to take a customer perspective and consider the following:
Insights into these areas are obtained by “listening” to your business customers and prospects.
Four characteristics of effective buyer enablement tools are that they are:
To develop your SME’s approach to buyer enablement, begin with speaking to your current clients and key prospects:
When meeting internally with your marketing and sales teams:
Michael Haynes, B2B Customer Strategy Specialist and Founder, Listen Innovate Grow