Selling Is Hard. Buying Is Harder: How Buyer Enablement Drives Digital Sales and Shortens the Sales Cycle
£13.90
Enable Your Buyers for Faster B2B Sales
What drives B2B sales most effectively—focusing on what you do as a salesperson or on what your champion and the buying group does behind the scenes? The latest research makes it clear that the B2B buying process has become too complex and difficult and buyers today crave companies and experienced guides who make the process easier. Focus on making buying easier and your prospects will buy from you faster and more often.
Sales teams can shorten the sales cycle by as much as 68% when they learn to equip their champion—the people promoting their solution inside the target account—using the DEEP-C™ buyer enablement framework: Discover, Engage, Equip, Personalize, and Coach. This book guides sales leaders and professionals through the process of moving from a sales-focused approach to a buyer enablement model that reduces buying friction and accelerates the purchase.
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Additional information
| Publisher | River Grove Books (8 Jun. 2020) |
|---|---|
| Language | English |
| Paperback | 292 pages |
| ISBN-10 | 1632992949 |
| ISBN-13 | 978-1632992949 |
| Dimensions | 15.24 x 1.85 x 22.86 cm |
by Don Carmichael
What if you could improve your B2B sales close rates by more than 40% and reduce the sales cycle by more than half just by becoming a Buyer Educator and Coach instead of a Salesperson? Intrigued?
The new world of Buyer Enablement is where ‘Sales Reps’ become ‘Buying Coaches’, ‘Sales Enablement’ is replaced by ‘Buyer Enablement’ (or even ‘Champion Enablement’), ‘Emotional ROI’ is key and we all come to the realisation that a large part of the buying process is actually educating stakeholders. More than that, Buyer Enablement is even more important in the world of Customer Success.
This really is a radical way to respond to the challenges of modern B2B selling.
There’s been lots of ‘ink spilt’ talking about the rise of buying processes instead of sales processes but this is the first book to get really practical covering ‘DEEP-C’, a new framework for implementing buyer enablement, what you need to change in your CRM tool, what you need to measure (and how), what new skills to develop, what new tools you’ll need (Intelligent Demo Automation Software, ROI Analysis software and Social Proof software) and even examples of the types of conversations you now need to have.
Garin Hess has put a huge amount of thought, research and practical experience into this. Really impressive.
by Mark
As an ex Procurement professional that now works in a Sales Support role for B2B enterprise technology, Garin’s “perspective pivot” from a seller’s to a buyer’s resonates hugely with me.
Buying organisations are more and more sophisticated now, with “Buying Groups” of multiple stakeholders being co-ordinated across multiple functions (e.g. Procurement, Finance, IT) to simply “make the buy; of course the key stakeholder group(s) that the “buy” is on behalf of or requesting the “buy” need to support and formulate the evaluation in unison with the “buying support” team.
Buying organisations have matured massively since my career started several decades ago, not only in terms of technology and tools but the methodologies and professionalism that Procurement can bring to bear within an organisation to reduce risk and drive up value.
Garin offers the opportunity to “walk a mile in my shoes” to allow sellers to think about how to make a buyers journey easier by offering superior “buyer enablement” to allow them to make more effective decisions.
A great read and thoroughly recommended.
by Mark
I’d spent far too many years in presales just doing what everyone thought was the ‘right way’ to do selling. I mean, discovery, prep, qualifying and presenting and all that good stuff.
But after reading this I realised there was a whole loada stuff the whole industry needed to shift ideas about – what is it like actually buying enterprise software? Well – hard that’s what. I really didn’t realise till I had to go through it myself and really struggled. This book proves that because buyers have to make the change and take personal and professional risk to do so it’s only them that can actually make the deal.
There are 2 parts of this book which have been most influential to me.
Firstly, the buying journey as explained by Kevin Davis’ diagram and the accompanying chapter. I now use this almost every day in my work and it really helps.
Secondly, the DEEP-C methodology which sets out a strategy to empower buyers and their stakeholders through Discover, Engage, Equip, Personalise and Coach. I now buy copies of this book for other people because if it makes half as much a difference as it did to me, it’ll be instrumental in their ongoing success and more.
This book flips the whole selling motion on it’s head, and the world is better for it.