Buyer Enablement: Understanding and Educating the Modern Buyer

The number one challenge facing buyers in the B2B space today is buyer confusion. This confusion is not coming from a confusing sales process, but from how the modern buyer self-educates and self-informs. Buyers don’t usually engage with sales until they are far along in the buyer journey. In fact, most buyers are over 70% through their buying journey before they ever engage with a sales professional. One solution to this challenge is buyer enablement. 

In the 2021 Demand Gen Summit presented by ChatFunnels, Josh Fedie, CEO and founder of, shared insights on buyer enablement through educating and enabling the modern buyer on their journey through the sales funnel. 

What Happens when Buyers are Self-Educated

Buyer confusion happens when a self-educated audience does all of their own research and then reaches out to sales when they think they have found a good fit. Sales then comes in and adds more information. Eventually the customer ends up with a ton of information that they have no idea how to evaluate or organize. As a result, potential buyers will not be able to communicate the value of the product properly for their internal decision making team.

There are two things that might happen because of the overload of information. One, the buyer won’t move forward with the purchase. Two, if they do decide to move forward, they will do so on a much smaller dollar amount just to give it a try. The lack of organized and understandable information will cause uncertainty, making buyers not want to try at the product at the full dollar amount.  

The Modern Buyer 

What is going on with the modern buyer? Modern buyers do most of their research online. They are smart and know what they want. They want speed, ease, and to answer all of their own questions before talking to a sales person. Understanding the modern buyer and their motivations will allow you to help them in their unique buying journey. 

So, what can you do? You need to provide potential buyers with information that relates to them. You want them thinking, “Hey, they understand what I’m trying to do.” Sales people need to be responsive as quickly as possible. Buyers don’t want to wait for the information they are looking for. Once you have established contact with them, you need to be professionally persistent. And when you finally have that conversation with them, you must be prepared. You may only get one shot with the customer.

Buyer Enablement

How do we enable our buyers? How do we become better guides for our buyers? What is the best way to respond to buyers’ needs today? And, how can we be effective in a remote and digital environment?

Buyer enablement is critical in answering all of these questions.

It’s important to be enabling the buyer to make informed decisions. There are tools that will help you, but the biggest differentiator will always be you, not a platform that you purchase. There must also be a change in the way your organization communicates with and properly guides customers and prospects. You should not just be equipping internal teams, but equipping your buyers to feel confident in their decision making ability while working with you.

Once they have made the decision to buy, it is important to carry your promise through post sale. There is nothing worse than feeling buyers remorse. The more you can avoid buyers remorse and avoid uncertainty, the better off you will be. Buyer enablement means enabling the buyer throughout the entire customer lifecycle, not just in pre-sales. 

How to Implement Buyer Enablement

Josh Fedie, CEO and founder of, shared how the SalesReach team has built their software around the idea of buyer enablement. He shared his thought process behind it all and offered ideas to get into a similar mindset.

Here are some important questions to start asking yourself. When you are talking to your customers and prospects, no matter where they are in the buyer journey, are you making it easy for them to find all the things that they need from you? Are you making it easy for them to send you the important information that you need from them? Are you communicating across multiple channels making it hard to track the conversation? Or are you keeping the conversations confined to one area and involving a team around that same area so that everyone is always on the same page at the same time? 

A great indicator of building your product around the customer can be seen in pre-sales. People want to try before they buy. They want an easy, frictionless process from the beginning. They want to get their hand on your product and test it a little bit before engaging in the sales cycle. Giving your customers this ability shows that you have built your product with intent for the first time user experience. That will make a huge difference for those that are just starting the buyer journey. 

If customers are facing challenges trying to buy from you, there are changes to be made. Your main job is to make the sales process seamless for everyone moving forward. Marketers and salespeople need to be strategists and advisors for their customers. They need to build trust and relationships with customers, even in todays digital environment. It needs to be all about them, not you. Buyers are willing to pay more for a premium experience. That’s what you should be selling as part of the product. 


Buyer enablement means shifting your focus to the customer and understanding the challenges that they are actually going through. It means equipping them to move forward with confidence. The difference is not the tool, the difference is you. You need to make it easier for your customers. It’s all about the customer and bringing simplicity to their lives.