Sales Vs Buyer Enablement for Manufacturers & Engineers

In the intricate world of advanced manufacturing and engineering, sales can be difficult when your products and services are so complex. How do you help customers make sense of what you do?

Investing in sales enablement can help your company unlock more sales. However, this is no longer the only option for manufacturers and engineers. Buyer enablement is a similar but distinct strategy that could be more suitable for your organization.

In this article, we’ll look at the difference between buyer enablement and sales enablement, looking at which is right for your manufacturing or engineering business.

Top tip: If you’re new to buyer enablement, read this introductory guide first: What is Buyer Enablement? How to Embrace the Movement

Sales enablement vs buyer enablement

Let’s start by defining the two terms. Sales enablement is about equipping sales teams with the knowledge and tools they need to sell. It includes equipment, software, content and training – giving your sales team everything they need to convert interest into action.

Buyer enablement targets the other side of the transaction – the buyer.

It’s focused on giving buyers all the information they need to make a purchase.

Sound similar? Don’t forget that sales teams only interact with potential buyers for a short time – whether it’s at a pitch, event or on a call. In fact, B2B buyers only spend 17% of their purchasing journey meeting with potential sellers.

Buyer enablement has a broader scope, as it aims to help buyers in every step of their purchasing journey.

This starts by helping the buyer recognize the problem they have, discover potential solutions and research their different options. You can also enable buyers by helping them make their purchase decisions and gain consensus from key stakeholders.

Crucially, buyer enablement continues after a purchase is made. From staff training and tutorials to onboarding, integration and ongoing maintenance, you can enable buyers to get the most out of your products with a view to retaining customers.

Which is best for advanced manufacturing and engineering?

What sets advanced manufacturing and engineering apart from other industries is the complexity of products and solutions. So, how do sales and buyer enablement compare when making complex things look simple?

Sales enablement is a good fit as it equips sellers to explain solutions to potential customers when they’ve made an inquiry. That means more leads can be converted into customers.

However, buyer enablement goes one further, as it allows buyers to understand the product at a much earlier stage. By helping potential customers recognize the problems they face and understand how your products can help, you can access a much larger target audience with your enablement strategy.

In short, it’s about how and when you can help customers make sense of what you do.

Deliver the WOW factor your buyers

At POP, we help businesses enable their buyers throughout the purchase journey – increasing the number of leads you get as well as the number of conversions.

Our buyer enablement platform allows you to create unique, interactive experiences that help buyers understand not just your solution – but the root cause of their problem in the first place. So, you can make meaningful connections with potential customers from the very start of their purchase process.

With interactive visuals, 3D models, and customizable buyer experiences, buyers can visualize and configure products in real time, while exploring features and functionalities comprehensively.

This not only enhances their buying experience but also accelerates the decision-making process, leading to increased satisfaction and higher conversion rates.