Buyer Enablement

Buyer enablement is rooted in one simple principle: 

Always know where your buyers are in their journey so you arm them with the information they need so they can move forward.  

Buyer Enablement is broken up into 4 phases:

  • Phase 1:  Problem Identification
  • Phase 2: Solution Exploration
  • Phase 3: Requirements Building
  • Phase 4:  Supplier Selection

Phase 1:  Problem Identification
In this stage, buyers want a clear definition of the problem, the data that supports it, and the validation that their peers have experienced the pain. Focus urgency messaging on strategic pain: Prescribe where buyers need to focus – what pervasive problems require immediate attention and why.

Phase 2:  Solution Exploration
In this stage, buyers want a clear definition of possible solutions that align to the business problem they’re trying to solve – with peer validation that we solve it! Focus urgency messaging on strategic pain: Prescribe what buyers need to do in order to solve the problem.

Phase 3:  Requirements Building
In this stage, buyer champions want to create urgency within the buying committee using a list of requirements and ranking their level of importance to the business. Focus urgency messaging on systemic pain:  Prescribe how buyers best solve the problem using product differentiators as a guide for what to compare.

Phase 4:  Supplier Selection
In this stage, buyer champions want to create urgency with the buying committee to purchase by proving the vendor is the best fit for the organization. Focus urgency messaging on chronic pain: It’s the everyday pain members of the buying committee feel.