Offering great products and services has always been important. That will never change.
But selling the right product at the right price is no longer enough to guarantee success. If an organization expects to close deals and grow revenue, it must also focus on delivering outstanding buyer experiences.
After all, Gartner research found that the overall buyer experience has a larger impact on purchase decisions than product and price. And organizations that invest in buyer experience grow faster.
In this post, we’ll explore buyer experience, why it matters, and what role sellers play in delivering great experiences. Better experiences lead to better sales outcomes, so we’ll also share some tips and tricks for improving your buyer experience – and your bottom line.
What is the buyer experience?
Let’s start by answering this foundation question: What is buyer experience?
The buyer experience describes how they perceive their experience purchasing a product or service from your company. The typical B2B buyer journey includes several touchpoints, from initial contact to contract signing. These touchpoints contribute to the overall experience and how the buyer feels about your company.
Customer experience vs buyer experience: What’s the difference?
You may be familiar with the term “customer experience.” Though customer experience (CX) and buyer experience are unrelated, they’re different.
Buyer experience is the experience a prospect has when considering a purchase. Customer experience, on the other hand, is the broader experience a person has with a specific company. Customer experience includes everything that happens before, during, and after a purchase.
How long is the buyer experience?
Sometimes, the B2B experience only consists of a few simple steps. For example, a person can quickly and easily purchase a low-cost subscription SaaS app via credit card without ever talking to a sales rep.
In other cases, the experience consists of several touchpoints spread out over a long period. This is often the case when a business considers a costly, enterprise-level solution.
Whatever the length of the buyer journey, B2B organizations must aim to deliver great buyer experiences.
What does a great B2B buyer experience look like?
Of course, every B2B buyer is unique, with different needs, expectations, and preferences. But generally speaking, the vast majority of B2B buyers want:
- Personalization: Today’s B2B buyers do plenty of research before contacting a sales rep. When they make contact, they expect information and content personalized just for them.
- Trusted advice: Buyers don’t want to feel like a seller is pushing a product. Instead, 87% expect sellers to act as trusted advisors.
- Seamless buyer experiences: Three-quarters of B2B buyers prefer a rep-free sales experience. However a hybrid approach leads to better outcomes. Organizations must work to deliver connected, seamless buyer experiences, whether a prospect is doing their research or engaging with a sales rep.
- Ease: Nearly eight in 10 B2B buyers rate their last purchase as complex or difficult. Organizations must focus on delivering buyer experiences that make it easier, not more difficult, to purchase.
The role of sales in improving the buyer experience
Buyer experience is a team sport. Many teams – including sales, marketing, and sales enablement – contribute to the overall experience.
Sales reps play a particularly large role in the B2B experience. After all, they’re the ones meeting with prospective customers every day.
As such, revenue organizations must ensure their sellers have the tools, training, and resources to deliver consistent, outstanding experiences. That way, sellers can close more deals – and contribute to revenue growth.
But what exactly are those must-have tools, training, and resources? It varies from company to company. However, some key ones are important for any organization looking to improve the experience.
Digital sales rooms
Navigating the buyer journey can be challenging. In fact, according to Gartner, 77% of B2B buyers rate their latest purchase as complex or difficult.
Difficult experiences are especially common when large buying committees exist, and each stakeholder has different needs, preferences, and requests. Often, buyers have to dig through endless email threads to find what they need.
Digital sales rooms are a tool sellers can use to improve buyer experiences. They centralize everything related to a deal and enable all members of the buying and selling teams to share information and content, ask questions, and collaborate on mutual action plans—all in one spot.

Sellers can also access insights on how different stakeholders engage in the digital sales room. They can use these insights to adapt their strategy and deliver more relevant experiences.
Role-plays
Any sales rep needs to learn certain skills and competencies to facilitate great B2B experiences consistently. Most revenue organizations invest in training programs to help sellers master these skills.
But while a rep may complete training and any corresponding assessments, it doesn’t necessarily mean they’re ready to deliver outstanding experiences. They need opportunities to practice their skills.

Role-plays are a popular way for sellers to test their skills before taking them into the field. Today, innovative organizations leverage AI role-plays, which enable sellers to practice in realistic scenarios with adaptive, interactive AI bots. Sellers get real-time feedback, which they can immediately implement to improve skills and deliver a better experience.
An AI sales assistant, like Mindtickle Copilot
Delivering great experiences takes time. But often, sellers don’t have much to spare.
An AI sales assistant like Mindtickle Copilot makes it easier for sellers to deliver great buyer experiences at scale – without wasting time.
Mindtickle Copilot can simplify and streamline many time-consuming tasks that go into delivering great experiences. For instance, Copilot can aid with call prep and meeting follow-up, which take up many sellers’ time. For example, a seller can ask Copilot what they need to know about a past call to prepare for the next one. They can get this information without spending time reviewing notes or listening to call recordings.

In addition, winning experiences are personalized and relevant to the needs of each prospect. Mindtickle Copilot can help sellers surface content that is relevant to each prospect, regardless of their purchase journey. Copilot can also draft professional, contextual emails to accompany the content so the seller doesn’t have to spend time drafting communications from scratch.
The benefits of making buyer experience a priority
Today, winning revenue organizations prioritize buyer experience. That’s unsurprising, as improving the experience can greatly impact business outcomes.
Some of the benefits include:
- Higher conversion rates: Buyers with a great experience are likelier to purchase. It’s as simple as that. So when your sellers are properly equipped to deliver great experiences, they’ll start winning more business.
- Shorter sales cycles: When organizations invest in improving the experience, there’s less friction in the sales process. That means buyers can more easily navigate the purchase journey, and deals will close faster. As a result, your revenue will grow more quickly.
- Higher customer retention: If your buyer experience is subpar, you’ll likely see a high churn rate. However, when customers are satisfied with the experience, they will likely stick with your business long-term.
- Greater customer lifetime value: When customers have a great initial experience, they’re more likely to make additional purchases in the future. These upsell and cross-sell opportunities boost customer lifetime value (CLV).
- Increased referrals: Great B2B experiences lead to happy customers. Happy customers are often willing to share their experiences with others by referring business, writing reviews, or agreeing to case studies and testimonials.
- Better aligned teams: Customer-facing teams often work in silos. This misalignment can lead to disjointed, frustrating experiences. When experience is a company priority, go-to-market teams are better aligned. Each team understands the company’s overall goals in improving experience and their part in achieving them.
Tips to enhance the buyer experience
To grow and thrive, B2B businesses must prioritize buyer experience. Read on for simple (but powerful) ways to improve your experience.
Understand the needs of each buyer
Nearly a quarter of customers expect companies to understand their unique needs and expectations. Yet, 61% say most companies treat them as just another number.
Sellers must quickly uncover a buyer’s needs and expectations – and then deliver experiences and solutions that align with those expectations.
Create and deliver sales training and enablement to help your sellers sharpen their sales discovery skills. In addition, allow your sellers to practice their discovery skills in AI role-plays. That way, your sellers will be ready to quickly understand their buyers’ needs and deliver experiences that align with them.
Provide solutions rather than pushing products
In the past, B2B sellers would rattle off a list of product features and benefits to entice their prospects to buy. This approach doesn’t work.
Instead, sellers must work to understand the pain points of sellers – and then provide solutions for addressing these challenges. This approach will earn your buyer’s trust – and, eventually, their business. After all, 84% of B2B buyers expect sellers to act as trusted advisors.
Deliver personalized, relevant sales content
Sales content is an important part of the B2B experience. But sellers can’t simply choose a piece of content at random. For example, a case study about a small education company probably won’t resonate with a large medical device enterprise.
Instead, sellers should share content relevant to the prospects’ needs, no matter where they are on the purchase journey.

Consider using a sales content management platform, which provides sales reps with a single source of truth for all sales content. A sales content management system makes it easy for sellers to find the content they’re looking for – without wasting time searching. Some sales content management systems leverage artificial intelligence, which uses data like past performance and buyer signals to suggest relevant sales content that can enhance the experience.
Deliver seamless buying experiences across channels
We’re seeing a big shift in how B2B buyers navigate the purchase journey. Many prefer to navigate the early parts of the journey on their own, and 75% prefer a completely rep-free experience.
Yet, Gartner research shows that a hybrid approach involving a seller leads to more confident purchase decisions and less buyer’s remorse.
Customer enablement must be a priority so buyers have great experiences and can easily access the tools, resources, and information they need—no matter how they engage with your business.
Centralize buyer engagement
B2B sales cycles are long, and buying committees are increasingly large. Keeping buyers engaged and delivering great experiences over a long period can be challenging.
Consider leveraging digital sales rooms as a central hub for buying and selling groups to exchange information, share content, ask questions, and collaborate on mutual action plans. This will enhance the buyer experience, as everyone on the buying committee will know exactly where to find the content and information they’re looking for – without needing to comb through long email threads.
Furthermore, digital sales rooms provide sellers insight into how each buying committee member engages with information and content. Sellers can use these insights to tweak their approach and improve the buyer experience.
Automate time-consuming tasks
Delivering great buyer experiences takes time. There’s just no way around it.
Yet, the average sales rep spends just 28% of their time selling. The rest is spent on admin work, data entry, and meetings.
With the rise in AI, there are plenty of opportunities to streamline and even automate tedious (but necessary) tasks so your sellers have more time to devote to buyer experience.
For example, consider using conversation intelligence software, which records, transcribes, and analyzes sales calls. With AI, a seller can ask, “What competitors did this prospect bring up during our last call?” They’ll get a quick answer that they can use to prepare for their next call without having to spend time listening to meeting recordings or searching through notes.
Start improving your buyer experience with Mindtickle
Offering great products and experiences will always be important. But in an increasingly competitive environment, buyer experience will set you apart.
First, you must work to understand each customer’s needs, preferences, and expectations. Then, your entire customer-facing team must align to deliver outstanding buyer experiences at scale.
The right buyer experience platform is key.
Better Buyer Experiences with Mindtickle
Ready to see how Mindtickle equips go-to-market teams with the training, tools, and resources they need to consistently drive great buying experiences that earn customers’ trust – and their business?
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