Make Sales Easier by

Making Buying Easier

In the complex world of B2B sales, a paradigm shift is necessary to streamline sales processes and boost success rates. The key to this transformation lies in a seemingly counterintuitive approach: to make sales easier, we must first make buying easier. When applied thoughtfully, this principle can revolutionize the way businesses approach sales and dramatically improve outcomes for both sellers and buyers.

The B2B Buying Conundrum

While B2B sales are often perceived as a challenging endeavor, the reality is that B2B buying can be even more daunting. Imagine being a customer tasked with making a significant purchase in a category flooded with vendors, each claiming superiority. Where does one begin? The abundance of options, coupled with the high stakes involved, can paralyze decision-makers and prolong the buying process. 

This scenario is all too common in the B2B landscape. Buyers are often overwhelmed by the sheer volume of information available, the technical complexity of products or services, and the potential impact of their decision on their company’s future. Add to this the personal risk – their job and career may be on the line – and it’s clear why B2B buying can be such a formidable challenge.

It’s so difficult, that in spite of their intent, 40-60% of evaluations end up with the buyer making no decision. A huge waste of time for all parties involved.

The Evolving Role of the Salesperson

In 2024, 7 out of 10 B2B sales reps are not making their number. To improve this abysmal statistic, the role of the salesperson must evolve from that of a mere product pusher to a trusted advisor and guide. To truly make buying easier, salespeople need to provide value beyond their product offerings. Here’s how they can achieve this:

1. Offer Market Insights and Perspectives

Buyers need help navigating the complex market landscape. They’re not just looking for product information; they’re seeking a broader understanding of the industry, trends, and potential future developments. Salespeople who can provide these insights position themselves as valuable resources rather than just another vendor.

2. Clarify the Competitive Landscape

In a saturated market, buyers struggle to differentiate between various offerings. A salesperson who can objectively explain the competitive landscape – including their own product’s position within it – provides immense value. This transparency builds trust and helps buyers make more informed decisions.

3. Highlight Strengths of Alternatives

Counter-intuitively, discussing the strengths of alternative solutions can be beneficial. By acknowledging what competitors are good at, salespeople demonstrate honesty and comprehensive knowledge of the market. This approach helps buyers avoid making catastrophic mistakes by ensuring they have a full picture of their options.

4. Share Relevant Case Studies

Buyers want reassurance that the solution they’re considering has worked for others in similar situations. Salespeople should be prepared to share case studies and success stories of how they’ve solved similar problems for other clients. This not only provides social proof but also helps buyers envision the potential outcomes for their own organization.

5. Assist in Decision Justification – Financial Analysis

Often, the person making the purchase will need to justify their decision to leadership. Salespeople can make this process easier by providing clear, quantifiable data on potential ROI, implementation timelines, and expected outcomes. This information arms the buyer with the ammunition they need to defend their choice internally.

The Benefits of Simplifying the Buying Process

By focusing on making buying easier, salespeople can reap several benefits:

1. Shortened Sales Cycles: When buyers have the information they need, they can make decisions more quickly and confidently.

2. Increased Trust: By positioning themselves as honest advisors rather than pushy salespeople, representatives can build stronger, longer-lasting relationships with clients.

3. Higher Close Rates: Informed buyers are more likely to make a purchase, as they feel confident in their decision.

4. Reduced Post-Purchase Dissonance: When buyers fully understand what they’re getting and why it’s the best choice for them, they’re less likely to experience buyer’s remorse.

5. Positive Word-of-Mouth: Satisfied customers who had a positive buying experience are more likely to recommend the salesperson and their company to others.

Sales Enablement: Implementing the “Make Buying Easier” Approach

To successfully implement this approach, the sales enablement organization and sales leadership need to be sure to:

1. Train salespeople to be industry experts, not just product experts.

2. Invest in creating comprehensive, easy-to-understand market analysis tools and materials.

3. Encourage transparency and honesty in all client interactions.

4. Develop a library of case studies and success stories that salespeople can easily access and share.

5. Create tools that help buyers justify their decisions internally.

Charting the Path Forward

In the complex world of B2B sales, the path to success lies in simplifying the buying process. By focusing on the needs of the buyer – providing market insights, clarifying the competitive landscape, sharing relevant success stories, and assisting with decision justification – salespeople can position themselves as invaluable partners in the buying journey.

This approach not only makes buying easier but also naturally makes selling easier. When salespeople are viewed as trusted advisors rather than adversaries, the entire dynamic of the sales process changes. Barriers come down, conversations become more productive, and both parties work together toward a mutually beneficial outcome.

As we move forward in an increasingly complex and information-rich business environment, the companies that prioritize simplifying the buying process will be the ones that thrive. By making buying easier, they’ll not only make sales easier but also build stronger, more sustainable business relationships that drive long-term success.

The future of B2B sales lies in empowering buyers. Organizations that embrace this philosophy and equip their sales teams with the necessary tools and knowledge will find themselves at the forefront of their industries, fostering loyalty and driving growth in an ever-evolving marketplace.

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