Selling is Hard. Buying is Harder: How Buyer Enablement Drives Digital Sales and Shortens the Sales Cycle

by Garin Hess

Enable Your Buyer for Faster B2B Sales

Garin Hess, the founder and CEO of Consensus, the leader in intelligent demo automation software, points out that when it comes to B2B sales effectiveness, the real challenge for salespeople is to get better at understanding and facilitating their customers’ buying group and buying process.

Sales teams can shorten sales cycles and increase close rates by learning to equip their champion—the people promoting their solution inside the target account—effectively by using the DEEP-C™ buyer enablement framework: Discover, Equip, Engage, Personalize, and Coach. This book guides sales leaders and professionals through the process of moving from a sales-focused approach to a buyer enablement model.

Genres: Business, Nonfiction

275 pages, Kindle Edition

Published June 16, 2020

Reviews

[Gregg Fine · Rating 5 out of 5]

Keys to successfully navigating the sales cycle

“Selling Is Hard Buying Is Harder” excellently depicts the importance of buyer enablement strategies and how they positively automate key areas of the sales process so buyers can effectively and efficiently make informed buying decisions.

This book does an excellent job of articulating the benefits of identifying product champions and utilizing sound sales strategies to not only enhance closing ratios but to also shorten sales cycles.

Personally, we have taken several sales strategies from this book and have successfully implemented them within our organization. The results have been improved client and prospect relationships and also better staff utilization with regard to product demonstrations.

[Spire Metro · Rating 4 out of 5]

Detailed Explanation with Focus on SaaS

Garin does really well in his detailed explanation. The book reads like the book is part of the sales cycle for his own business products and that is not a bad thing.

Because the point is to have the buyer's sell themselves while the vendor makes the process ever easier. I took away many notes for a book that did not directly target me. Overall a good guide for anyone around sales that will show the process flipped on it's head.

[Darya · Rating 4 out of 5]

The book provides an interesting perspective of sales from a buyer point of view. That is the angle sales neglect by trying to push the deal forward. Same was with me when I used to work in sales. You will find good tips on how to make sales more efficient and also automated demos which seem to be an interesting solution.

[Arevik Heboyan · Rating 4 out of 5]

There are many books on just selling behavioral and emotional patterns, consumer behavior and decision making from the perspective of the seller and this book represents a professional and comprehensive review of the buying as a psychological and anthropological phenomenon and diving into internal and external factors influencing this behavior,

[L E · Rating 3 out of 5]

I received this book from a Goodreads Giveaway. I appreciate the refreshing look at putting buyer enablement at the forefront of the sales process.

[Mary · Rating 2 out of 5]

Unique read

[Vicky · Rating 3 out of 5]

Thanks for the opportunity to read this book.

[Iman Maghroori · Rating 5 out of 5]

Spot on

I’ve been in presages for over a decade and The author’s points are spot on. Really enjoyed the quick read. Good, practical ideas to implement.

[Alan Jarvie · Rating 4 out of 5]

Very useful content for the most part

Great content up until second last chapter, where I felt it was filler and a pitch for the Concensus platform.