Sales Enablement: A New Role for Sellers

With pricing, detailed product information, and user reviews readily available with the click of a mouse, customers today are typically much closer to the bottom of the sales funnel when they first encounter a salesperson. That is in stark contrast to years past, when sales representatives tended to initiate sales discussions at the start of any customer journey.

“The buyers are definitely more informed today,” says Adam Brenner, senior vice president of sales and field operations at Elastic Path, an e-commerce solutions provider.

As a result, the salesperson’s role has evolved from one of pure sales to one of “sales enablement,” in which the salesperson becomes more of a guide as the customer or prospect moves independently through the customer journey.