The 4 E’s: My Personalized Approach to greater success in B2B Sales

As a CEO and Founder of a B2B Sales and Digital Marketing Company, I have learned that there is no one-size-fits-all approach to B2B sales. However, there are certain principles, such as the 4 E’s, that always work, and that’s what I want to share with you today.

These principles are based on the 4 E’s of B2B sales – Empathy, Educate, Enable, and Empower. In this blog post, I will explain each of these E’s in detail and provide examples to help you understand how they work in the real world.

1. Empathy

Empathy is the ability to comprehend and sympathize with the emotions and sentiments of others. In the context of sales, empathy refers to the salesperson’s ability to understand the customer’s perspective and feelings, and to communicate with them in a way that demonstrates understanding and care. Empathetic salespeople are more likely to build trust and rapport with their customers, which can lead to stronger relationships and more sales.

As per Gartner’s report in 2020, selling with empathy enhances buyer decision-making quality by 11%.

selling with empathy enhances buyer decision-making quality by 11%

One example of a company that uses empathy in its sales is Zappos. Zappos is an online shoe and clothing retailer that is known for its exceptional customer service. The company has a policy of “delivering happiness,” and this philosophy is reflected in its sales approach.

Zappos salespeople are trained to listen to their customers, ask questions, and understand their needs and preferences. They are also empowered to go above and beyond to ensure that customers are satisfied with their purchases.

For example, if a customer orders shoes that don’t fit properly, the Zappos salesperson may recommend a different size or style, or even send the customer multiple sizes to try on at home. The salesperson may also offer free returns and exchanges and may follow up with the customer to ensure that they are satisfied with their purchase.

By using empathy in its sales approach, Zappos has built a loyal customer base and has become known for its exceptional customer service. This has helped the company to stand out in a crowded market and to grow its business over time.

Sales Person

Thus, in today’s world, it’s crucial for salespeople to remember the importance of being human and genuinely interested in solving their customers’ problems. By doing so, they can build meaningful connections with their customers, drive sales, and foster long-term loyalty.

2. Educate

Expanding on the idea of Ryan Estis, the former chief strategy officer for the McCann Worldgroup that the most successful salespeople in the modern world are those who can teach and guide their customers, it is important to note that this approach requires a deep understanding of the customer’s needs and challenges. 

To be effective, salespeople need to take the time to learn about their customer’s industry, market, and competition. This requires a willingness to listen, learn, and adapt to the customer’s needs, rather than simply pushing products or services.

By taking a human approach to sales, salespeople can build trust with their customers and establish themselves as experts in their field. This involves providing valuable insights and guidance that help customers make informed decisions about their business. 

Salespeople who are able to provide this kind of education and support at every stage of the sales process are more likely to build strong relationships with their customers, which can lead to greater success in sales.

One company that has excelled at this approach is HubSpot, a marketing and sales software provider. HubSpot’s sales team is known for its educational approach, providing customers with valuable content and resources to help them succeed. They offer a range of training programs and certification courses that help customers develop their skills and grow their businesses. Through this approach, HubSpot has built a loyal customer base that trusts them as a partner in their success.

In conclusion, the most successful salespeople today are those who put people first, adopt a human approach and provide valuable education and support. Through this salespeople can build trust and establish themselves as experts in their field. 

3. Enable

Yet another B2B sales strategy I believe is the key to successful sales is building a strong relationship with your customers. When your customers trust you, they are more likely to make a purchase and remain loyal to your brand over time. This is where customer enablement comes in – it’s a way to empower your customers with the tools and resources they need to make confident, informed decisions about your product or service.


Customer enablement is all about understanding your customer’s needs and providing them with the resources they need to succeed. This could include product demos, case studies, and other types of content that show the value of your product or service. But it’s more than just providing information – it’s about empowering your customers to achieve their desired outcomes through the use of your product.

Salesforce, a leading provider of cloud-based business software is an excellent example of a company that has embraced the power of customer enablement. Salesforce’s sales team is known for its customer-centric approach, providing customers with the resources and tools they need to achieve their desired outcomes.

Sales Force

They offer a range of training programs and certifications that help customers get up to speed on their products and services, as well as ongoing support to ensure they are using the product to its full potential.

Through this approach, Salesforce has built a loyal customer base that trusts them as a partner in their success. By providing customer enablement at every step of the sales process, they have created a culture of collaboration and empowerment that drives results for both the customer and the company.

But customer enablement is more than just a box to check on the sales checklist – it’s about being HUMAN. It’s about taking the time to truly listen to your customers, understand their pain, and work collaboratively to find solutions that work for them. It’s about building a relationship of trust and empathy that lasts long after the sale is made. 

So let’s all take a page out of Salesforce’s book and remember the importance of being HUMAN in our sales approach.

4. Empower

In today’s fast-paced and competitive market, it’s not enough to just sell a product or service. You need to empower your customers and build a strong relationship with them. But what does customer empowerment really mean? It means being their partner, their ally, and their champion.

Empowering your customers is all about making them feel confident and supported in their decision to buy from you. It’s about celebrating their successes, no matter how big or small, and helping them achieve their goals with your product or service. When you empower your customers, you create a bond that goes beyond just a transaction. You create a partnership built on trust, respect, and mutual success.


Kajabi is a shining example of a company that truly understands the power of customer empowerment. Kajabi is a software that helps content creators build and sell online courses. Kajabi has taken customer appreciation to a whole new level with its online campaign, “KajabiHeroes.”

This initiative highlights the success stories of their customers through captivating blog posts, engaging audio interviews, and inspiring video case studies. These success stories include their customers achieving their milestones and launching new courses with the Kajabi platform.

At DealsInsight, we also believe in the power of customer empowerment. We make it a priority to celebrate our customers’ successes and showcase their achievements through our social media channels, blog posts, and newsletters.

By doing so, we’re able to build a community of loyal customers who are not just buying our service, but are also part of a larger movement toward success and empowerment.

Thus, customer empowerment is about more than just selling a product or service. It’s about building a partnership with your customers. At the heart of this partnership is the human element. By being their partners, allies, and champions, we can build a loyal customer base that trusts and values us as more than just a provider of products or services.

Final Thoughts

In conclusion, prioritizing empathy, education, enablement, and empowerment in B2B sales not only helps drive sales and foster strong relationships with customers, but it also builds a foundation of trust. 

This trust can transcend beyond a specific company, as customers will likely follow a salesperson who embodies these qualities to their new company. By consistently prioritizing the four E’s, salespeople can create lasting connections with their customers that go beyond just one transaction, leading to a brighter future for both the business and its clients, irrespective of where they work.

So, let’s embrace the four E’s, build long lasting relationships and achieve greater success in sales.