Sales enablement provides sellers with what they need to engage their target buyers. As such, it’s important to provide sales with the resources buyers want.
However, dramatic shifts in B2B buying are forcing sales leaders to reassess their sales enablement strategy. Customer preferences continue to move away from relying primarily on interactions with sellers to gather information and toward accessing digital channels to complete buying tasks.
- 43% of B2B buyers desire a seller-free sales experience — a preference that increases to 54% for millennial buyers.
- Customers who prefer a seller-free buying experience have a 23% higher purchase regret.
- Buyers with high purchase regret report 14% lower customer loyalty and, more importantly, 53% higher negative customer advocacy.
As customers increasingly research solutions and make purchases through digital channels, sellers are no longer the channel, but a channel to customers.
Heads of sales enablement must evolve their strategy and how they support and augment their sales teams and other revenue-generating capabilities — ultimately driving hypergrowth in the digital era.