Buyer enablement lifts the frontline sales force’s burden of figuring out how to drive customer value and places that effort inside the organization, where quality and consistency can be assured to far greater effect.
Sellers are still a critical force in delivering this information, but the bar is far lower to deliver buyer enablement than create it in the moment. This allows organizations to build world-class customer interactions without necessarily having to build world-class sales experts.
If the goal of the sales leader is to increase reps’ ability to drive high-value customer interactions‚ then equipping them with the right information is the recipe for success.