1572 – Bringing B2C to B2B with Enable Us’ Jinal Jhaveri

0:28Hey there, thoughtful listener. million in revenue. Just head to upmyinfluence.com and watch my free class on how to create endless high-ticket sales appointments. You can even chat with me live and I'll see and reply to your messages. Also, don't forget, the thoughtful entrepreneur is always looking for guests. Go to upmyinfluence.com and click on podcast. We'd love to have you.

0:58with us right now it's janelle javeri janelle uh you are the co-founder and ceo of enable us and that is found on the web web at enable us.com janelle thank you so much for joining us thanks so much for having me josh i'm super excited to talk to you today Yeah. So tell us what Enable Us is. Yeah. So Enable Us, the vision is pretty simple. We feel that the way you can buy stuff so easily on Amazon or even DoorDash or Uber, even cars like Tesla, where you can buy a$100 ,000 car so quickly, we want to bring the same experience for B2B sales, where instead of making the buyer go through dozens of phone calls and meetings and stuff like that.

1:51We're helping companies make it extremely easy for their buyers to review everything, ask questions, invite other stakeholders, and literally purchase your stuff without going through that archaic process of meetings and stuff like that. So that's our goal. And we feel it's going to happen very quickly. We feel like the new buyer is a millennial buyer who is used to having that B2C experience and we are bringing that to all the B2B companies. Yeah, well, I mean, that sounds like a great concept. Essentially for agencies and for service providers, if you provide services, and correct me where I'm wrong here.

2:31So if you are selling B2B, Enableless is a platform where you can be listed. And again, that will connect you then with people who need those services? um it's actually simpler than that so if you are a services company and if you have a traditional sales motion where you schedule a phone call your buyer ask you questions they invite other stakeholders uh they ask you more questions they negotiate we allow you using our platform we allow you to put everything in this place called a digital sales room think of it as like you're pitching to the buyer yeah okay i can literally do all of this asynchronously and then literally close the deal without having to go through all those dozens and dozens of phone calls.

3:17Yeah. So what do you include in the digital sales room? Basically anything that you are typically sharing with the buyer. So think about it. What's the very first thing the buyer wants to see? They want to know about your company. So like a deck, then they want to know about who else in their domain is using you. So there is some credibility. so customer references then they know want to know ideally like if there's a product you are selling or if there's a services offering what are the rois that either have received so like a case study and stuff like that so everything that a traditional seller is sharing with the buyer links attachments emails now they can put this all in one single place one single place for the buyers to review and then literally close the deals so that's what it is it's like think of it as what happens in the VC world, when a founder is pitching to the VC, they put everything the VC wants to review in one place.

4:13We are doing the same thing, but in a living and breathing digital sales room. And that's what it is. Yeah. Well, why is this important to do B2B sales this way today uh uh yeah why why are consumed why is this important for if we think about how people are buying yeah so a couple of reasons why one is this the new buyer is used to with that asynchronous experience of doing their own work before talking to someone and buying stuff but But more importantly now, B2B SaaS is competitive in general. So think of buyer. If they're talking to four or five vendors and they have to go and pick one vendor from those four and five, imagine the amount of work they have to do.

5:03They go through all these meetings. They go through all the customer reference checks and doing research on which one of these vendors they want to go through. Ask the stakeholders on what their opinion is before they make a decision. so when they have to go through this imagine the amount of time they have to spend wouldn't it be awesome if you make it easy for them by actually putting everything they need in one place instead of they asking for it just put it in one place make them feel like a VC and make them do the work so that immediately you stand out against all the other vendors who are not doing oh my goodness if you know if I'm thinking as myself as a buyer and I'll do this frequently where I'll ask someone i'm like hey do you have any long-form content like i don't need you to explain this all to me like i i listen i got some downtime later on in the afternoon just give me a video i can watch and like i can watch it at 1.5 speed and you know that way i can come into a conversation we could talk at a little bit higher level so you don't have to give me all the the basics and if they say no but we can talk in two weeks and i'll cover it then i'm like well that's kind of a missed opportunity lost me yeah yeah meanwhile your competitor is giving me everything i need and so i'm gonna be diving into that and it's just you know um yeah that it's you know i think about um how buyers want to be enabled this is how we buy today um you know in person synchronous communication, it's demanding.

6:44It is demanding. No, I agree with you. And I think I feel like it's gotten even more complex with now a lot of folks working from home, a lot of folks, a lot of sellers working from home, but also buyers, their stakeholders working from home. And the time when everyone used to be in this one conference room where you pitch and then the deal is done, that doesn't happen anymore, right? Especially for SMBs, like they don't have time to go and travel. You can't even do that. Like that's not even a sustainable model. So I feel like this is something that the world needed and we are giving it them.

7:17Yeah. So how do we make a sales? How do we develop sales resources that are going to be very engaging? Like what would you recommend for best practices there? Awesome. So I'm glad you asked that. So the platform, as you zoom in it does two simple things one is before even before you create a room it gives a single place for the seller to find every single thing that the system already knows it's going to resonate with the buyer which means that if josh is talking to me through my analytics i already know that this deck this case study this reference and this white paper are the one that's going to resonate with people like Josh based on the analytics we have captured in the past.

8:06So the system allows you to automatically put all of this in one room, literally in three clicks. That's the room that's created for Josh. The room gets shared with Josh. And then the best part is as Josh is reviewing it, the sellers immediately get alerts on what is Josh looking at? Who's Josh sharing this with? Who are they? What are their job titles? Are they even looking at it? If you send a proposal, Josh said the proposal with the CFO. If the CFO hasn't looked at the proposal yet, you know that you have to do some more work before closing a deal. So that's the type of analytics that the sellers get when they create this personalized room for Josh.

8:45So Enable is going to let you know exactly what your guest or your prospect has done, how much they've looked at, what they were most interested in. So if you seem, wow, they're really consuming a lot of content around this aspect. You know that, oh, that's probably going to be pretty interesting or pretty important for them in the buying process. Exactly. And the system keeps getting better. As it captures more and more engagement from the buyers, it also knows which of these deals actually close. So it can go back and then adjust the analytics to say that in the future, when you use this white paper and this case study, the likelihood of your deal closing goes higher by this percent.

9:31It knows that. And that helps the salesperson focus on what they're good at versus figuring out which case study to use and which white paper to use. Yeah. And I am a huge fan of short video. And I would imagine video is going to be something that you want to incorporate. Absolutely. I'm glad you mentioned that because as soon as the person, the buyer enters the room, the seller have a tool where even before they start looking at the content, they can see the video from the seller, introducing who they are, summarizing the call that they might have had. And that way, immediately they are getting their personal connection with not just with the buyer, but other stakeholders who might not have attended the phone calls or the Zoom calls.

10:15So they can immediately see who the seller is, why their product and the company is better than others. And then they can start reviewing the material. But video is super important. I completely agree with you. Yeah. So, you know, again, just thinking about how you utilize this. So, you know, we think about the entire buyer journey. When would we be, would we be introduced? Well, I suppose you could introduce all of this content before you even have a conversation, potentially. So like, say, for example, someone is filling out their contact information or their lead information, and it's like kind of your first evidence of this person's identity.

10:57And let's say a call is part of that cadence, and that call is gonna be three, four days away, and don't waste any time. Ah, because again, your prospect is probably just looking for ways to solve a problem. And if you can immediately show up and start answering questions around that, hey, you're going to be the, well, you've enabled yourself to consult quite a lot better right out of the gate. absolutely that's exactly what it does so as soon as someone books a demo even before the call is scheduled a personalized deal room gets sent to the buyer they want to see that right away they don't wait until the three days after which the demo is scheduled as you just said right now they can start reviewing the material they can start asking questions they can even start inviting others they're like hey look this is what we're going to look at in a couple of days once that day comes by that time the seller already knows how engaged the buyer was the seller already knows that if they even looked at some of the things that were shared with them once the day comes the zoom call happens it gets recorded now the same room gets updated with the zoom call and any other material that the buyer might might have asked for or alluded to in the call and so you get shared again it's the same exact link one single place for the buyers to go and review everything until the very last step where they're actually signing the deal.

12:31Even signing the deal happens in the room so that they are not trying to find the docusign or other email that might be sitting in their spam folder. It can all happen literally in that room where they come and sign the deal and then the deal is done. Yeah. Think about also the use case where let's say that you had a conversation with someone six months ago. All of a sudden, they're logging back or not logging in, but all of a sudden they're accessing all of that sales enablement. They're accessing all your content and you haven't talked to them in six months. Now, imagine that they're doing that now right now.

13:05If you're not tracking that, you have no clue, right? They might go in, research a bunch of stuff because they're ready to buy. And if you proactively see that and reach out, I could see where that could be pretty powerful. Exactly. So historically, the way it used to work is the sellers don't know what happened, why the buyer ghosted them. And then the only MO they have is every few weeks, they would be like, hey, just checking in, just checking in what's happening. Just wanted to see if this is still a priority. Instead of that, wouldn't it be awesome if the buyer comes to the room whenever they feel like they have budget, they're ready to buy.

13:46Immediately, the seller knows that, look, the buyer that I talked to six months ago is re-engaged now. that's when you want to send them an email saying that, look, I just saw that you accessed the room. Can I help you with anything else as you're making a decision? So that's the thing, the black box. It used to be a black box. Now immediately you know what's happening whenever the buyer is accessing the room. Yeah. All right. So what does, let's talk about like, I actually like engaging with this platform now. So let's say I'm selling B2B services. How does Enable Us work? Like, how do I set this up?

14:20Is it really complicated? Am I going to have to cancel all my other services? Because this doesn't play well with other things. Boy, am I throwing you a softball here. Yeah, no, no. No, I think it's pretty simple. So first is, because of the engagement, we saw we have product like Glow Motion, which means if anyone wants to try it out, they can literally sign up for a free trial without entering the credit card right now. They can go in there. They can connect it to wherever you have content. So let's say you put all your content in Google Drive. You put all your Zoom videos in Zoom, and then you want to quickly build a room.

14:54You can literally build a room in less than two minutes right now without ever buying the platform to make sure that this is something that you are interested in. The content can come from wherever. We have dozens of integrations, like integrations with Google Drive, Dropbox, Microsoft Stack. We even have integrations with Box.net, Dropbox. You can even bring in your YouTube URL, your Vimeo URLs, all in one place. You can literally all of that can happen in less than a few minutes. You bring it there, you create a personalized room, and then you share it out. So that's how you use it. The typical user for our buyer is day-to-day is a salesperson, but we also have seen marketing people who are enabling the sales team, also setting it up for them so that the seller literally doesn't even have to think about what they should be sharing.

15:44It's already, the work is already done for them. Yeah. And then, so you could go to enableus.com and then the, do you mind maybe discussing how pricing works, both if you're kind of at the SMB level versus if you need something a little bit more enterprise level? yeah our pricing is super transparent so much so it's already on the website we believe that you should you should be able to try it out and you should be able to see exactly what you're paying for so for startups that are just starting out they can pay as low as 25 per user per month with unlimited content and unlimited deal rooms we don't charge you more for any number of deal rooms you can create as many deal rooms as you want the only way we will charge you more is as you grow your sales team.

16:32That's it. And then for commercial, the mid market and enterprises, the pricing is around$50 per user per month. Again, unlimited content, unlimited deal rooms. The only difference is if you are a more sophisticated organization mid market, then we also connect with your CRM. And then we send all these insights back to your CRM. So you can really use it to forecast your deals. Like example, if the buyer hasn't accessed the deal room in last three weeks, the likelihood of them closing the deal next week is pretty low. You should be able to know that through these analytics. Yeah, pretty good stuff.

17:07I like this. Enableus.com. When somebody goes there and let's say that they're listening to our podcast conversation as part of their research, and now they're ready maybe for some additional content before they, I mean, obviously you can just get the demo. I mean, go sign up. You can try it out their way. But what other resources would you recommend for someone who wants to see more, learn more, maybe even become a little bit, you know, just become a great user as they begin? Like, so they just want to learn like, what are like the smartest people? Like, what are, how are they using EnableUs to become, you know, to be more successful with their B2B sales?

17:47Yeah. So I think the biggest is obviously EnableUs.com. Just try it out. We also have product tours. So even before you start uploading content, you can literally try out a product tours, which allow you to see both the deal room aspect, but how you build these deal rooms and how you see the analytics. Try it out. And then obviously we also have a community of a lot of these passionate forward thinking enablement salespeople. So we can also connect you with them one-on-one so that you can immediately learn from them how they're benefiting from our platform. Yeah. Congratulations on your market domination.

18:23Congratulations on your funding round. Enableus.com is the website. And again, from there, you'll see everything that we've been talking about. Janelle Javary, again, founder, thank you so much for joining us. It's been a great conversation. Really, really interesting. I love the platform. Thank you so much. Awesome. Thanks so much, Josh. I'm a big fan of your podcast. I'm glad I could be on it. Thanks so much for having me. Take care.

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