Cluehub as a Buyer Enablement Tool Support
The new normal poses a unique challenge among new and old businesses. The catch is, how can this business remain relevant in solving people’s daily problems in these challenging times? The solution, enforcing your business’ buyer enablement tool!
In this article, we’ll walk you through how the buyer enablement tool can maximize your products and services’ potentials in improving your target customers’ quality of life. At the same time, it becomes one of the leading brands that customers trust most at this trying time.
Consequently, this blog aims to:
- Discuss what buyer enablement is?
- Learn how consumers buy.
- Share tips to optimize buyer enablement.
- Design content that triggers buyer enablement.
- How can Cluehub support your buyer enablement plans?
What is buyer enablement?
Buyer Enablement is the vital information needed by buyers when deciding to buy. Sales enablement helps sellers sell their products or services.
In contrast, the buyer’s enablement aids the buyer when purchasing. It includes practical support and prescriptive advice for a seamless buying process. Such a process is easy to navigate and complete.
Likewise, buyer enablement is high-quality data and tools. It supports the completion of critical buying jobs such as:
- Identifying the problems
- Exploring adequate solutions
- Building requirements
- Selecting a supplier
- Validating the choice, and
- Getting consensus on the choice
Buyer enablement helps buyers buy
Once the consumers gain pertinent information and guidance at the buying process’s exact time, consider the product sold. This is the moment when buyer enablement becomes critical.
It gets more critical when buyers use several resources to gain the information they need. It includes news on the industry, company landing pages, social media ads, product reviews, and word of mouth. An additional complication is that B2B buying decisions are mostly made between 6-10 persons, and half of them rely on five sources of information.
The worst scenario is that buyers already have their information before the salespeople step into the buying process. Believe it or not. Most buyers rate salespeople as the ninth resource they will look at, as revealed on CSO insights.
The B2B buying journey is arduous.
In a survey with 250 B2B customers, the results revealed that 77% of the consumers rate their buying experience as “extremely complex” or “difficult.”
Purchase decision-making is primarily affected by an abundant source of quality information available to buyers. In a typical group of buyers, it would take at least 6-10 people. Each of them referred to their sources of information that the group will deconflict.
Surprisingly, 95% of the buying groups have to revisit decisions whenever new helpful information emerges.
Why are Companies Quickly Adopting Buyer Enablement?
Believe it or not, it is common for companies to make the whole buying process lengthy and complicated as it favors the salesperson, but times have changed. Businesses from all industries have their options more than ever and have easy access from online review sites and different social channels.
Once the provider is not fast enough to respond or doesn’t provide high-end services, the buyers will more or likely look for another vendor with fast service.
Five tips for optimal buyer enablement
B2B customers are more intelligent than ever! They spend 45% of their time doing their research. Another 33% is spent discussing what they have learned with colleagues that are part of the buyer enablement content.
Research shows that buyers only pay 20% even less conversing with a salesperson. This is the reason why buyer enablement contents are on time and with the right target.
If you’re planning to re-enforce and optimize buyer enablement for your company, here are the five tips that you can follow:
Tip #1 TRACK YOUR BUYER’S JOURNEY
You should trace your buyer’s journey based on your buyer’s point of view. It will enable you to create content around it. You must keep in mind that every buyer has their customer journey.
The majority of them return to a part of their journey as they advance to the other buying stage. So, make sure that your enablement tools are available and can be accessed anytime.
Tip #2 USE RELATABLE LANGUAGE
Ensure that you know how to speak your customer’s language by listening to your customers and buyers through social media platforms, online inquiries, and conversations. The words they use are mostly the reference to solve your problems. Unlike you, they will not use any acronyms. You must do the same and only use the language they know and use it to your advantage to ensure that the correct information will come up when they need it the most.
Tip #3 DESIGN YOUR ENABLEMENT TOOL AS A STURDY AID
As more and more buyers choose to spend a lot of time searching independently and less time talking with salespeople, buyer enablement is your ultimate aid. The salespeople will now be the source of information. They will be directing buyers to the right tools and data the customers will need at the right moment until they can consider themselves as the so-called “information connector.”
Tip #4 PROVIDE ADEQUATE AND PERSONALISE SOLUTIONS
You are in no position to tell your buyers what to do. That is a big turnoff, and your buyers will undoubtedly decline any of your proposals.
Yet, you can make recommendations and advised them on what’s not to do. Just make sure that your information is backed by research or case studies that can be accessed through Google search. Trust me, and your buyers will certainly look it up.
Tip #5 GUIDE WITH A PRACTICAL SUPPORT
If you offer prescriptive advice, make sure that it’s coupled with the right tools your customers can use as they follow your advice. Also, buyers tend to listen to your advice to convince them of the hows and whys of the products or services you’re rendering.
Build a broad base of buyer enablement content
In building your buyer enablement content, you must have one element, which is “customer-focus.” If you can see, it does not matter how great you think your solutions are. What matters most is how important is how it can provide benefits to your buyers.
As you build your buyer enablement content, you should keep these six types of content in mind as part of your enablement plan.
- Social Media Platforms – A study shows that 85% of B2B buyers rely on social media as their primary source in their buying journey. If this is the case, you should use your corporate social media accounts in sharing blog posts for your products, services, online marketing events, trade shows, trade booths, and virtual fairs. This is not a problem, as salespeople can use personal or professional accounts to upload videos, content, and case studies at the right moment in their timelines.
- Tip Sheets – This one-page piece is electronically shared or by hand. This can provide a glimpse of your products and services. Once you create a tip sheet based on the common problems a buyer faces, you can give the solution to the right customer and make sure to post them on your social media as often as you can.
- Emails – If you still lack marketing, you should start producing email campaigns. In making one, you should ensure that the message you are creating entirely relies on what your buyer needs, their level of interest, and knowledge.
You should not just send based on the chronological order you think is right. You can also provide access to the information with links at the end of the message. With that, your customers can review the information they want and need.
- Case Studies – For your case studies, you should create a library for your videos and written testimonials focused on the benefits other customers enjoyed as they use your solutions. You can send your case studies via email or on social media.
- Blog Posts – It is mentioned above that buyers prefer to do their research. Creating a long blog post will show off your expertise. As case studies, you should recommend or share the blogs written by some sales personnel, product developer, CEO, or technicians. Make sure that you make a library for this as a reference to your website.
- White Papers – Once the buyers get close to their buying journey, they will write down a list of potential suppliers. This is the perfect time to offer in-depth content like the white paper about your business’s nature from comprehensive research and statistics.
Cluehub as a Buyer Enablement Tool Support
To ensure that your buyer enablement content function by design. Make sure you are using the right tool.
Cluehub can support you in empowering your buyer enablement tools, as puzzle games can help salespeople attract more viewers on social media. It also adds fun to online trade shows and virtual fairs. In this way, buyers will be intrigued by what kind of products or services are being offered.
Likewise, businesses will gain more information about their target customers and generate more leads, and plan their marketing campaigns better while providing entertainment. On the part of the consumers, they will learn more about the company while experiencing the escape games offered by Cluehub.
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In Summary
Most B2B and B2C trends are all eyes on reinforcing the buyer enablement tool to expand their business reach. If you are eager to boost your buyer’s enablement content, picking the right tool that resonates with your companies’ business goals and solutions to consumers is crucial. And if you’re looking for a platform that can attract more people to get to know more about your company during an event, hosting an escape game is one of the entertaining ways to get people to connect to your business.
Contact a Cluehub specialist today to try our demo plays for various escape games we offer.
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