Sales Enablement is the Path to Buyer Enablement

As marketers, we learn early on that everyone we talk to loves the same radio station.

“But everyone I talk to is different,” you say. Some prefer jazz, some prefer classical, and some prefer political talk radio.  Yet, everyone listens to the same radio station – WIFM – or “What’s In (it) For Me?”.

That lesson applies in all forms of communication. When we think about sales enablement, we’re improving our organizational efficiency, process integration, and performance. We’re tightly integrating all of the internal functions that ultimately contribute to a sale. We’re creating scalable selling efficiency in order to have meaningful customer conversations. 

After all we’re doing for our customers, there’s no way they could be thinking                            

“So what? What’s in it for me?”

Unless we connect the dots between sales enablement and buyer enablement, we’ll fall one step short of connecting with our customers, connecting our customers with our solutions – and proving “what’s in it for them”. Ultimately, sales enablement is about creating the potential to do what buyer enablement achieves – partnership and collaboration that empowers buyers to achieve their desired outcomes.

There are several challenges we must overcome in order to match the solution to the buyer’s context. We have to anticipate complex content needs in advance, research facts and data to support the buyer’s context, and train salespeople on the use of dynamic content that can be adapted to the buyer’s context.

It’s easier to address those challenges when we understand that we only succeed when our buyer succeeds in achieving his or her desired outcomes. Therefore, our mission must not be to close a sale. Just as a tennis stroke doesn’t stop at impact with the ball, the follow-through with the customer is even more important than the closing.

As a buyer enabler, the most important time you’ll spend is in between closing the sale and the achievement of your buyer’s outcome. It’s about building a relationship – a partnership. It’s about being an organization your customers love because they know you put them first. Think about the companies you have a relationship with as a consumer: Facebook, Disney, Whole Foods, Apple, Hershey’s, Ikea, Amazon, Ebay, Levis, and Toyota. These companies put you first. To your customer, that’s WIFM, or “What’s In It For Me”.

About the author

Bill Carroll


As the President of Bridge Metrics, Bill supplies the vision of Bridge Metrics. He is a mentor and thought-leader to the Bridge Metrics team and many of our clients. An experienced entrepreneur, Bill is passionate about developing powerful web-based solutions.

He graduated from Texas A&M University

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