Home / Personalizing the Sales Journey Through Buyer Enablement with Garin Hess Personalizing the Sales Journey Through Buyer Enablement with Garin Hess Guest: Garin Hess You can beat the competition. You can’t survive confusion. Garin Hess, founder of Consensus and author of Selling is Hard. Buying is Harder. joins the show to share why making it easier for people to buy should be every sales team’s mission. Drawing from his background in learning and development, Garin explains how buyer enablement transforms selling from product pitches into personalized coaching experiences that empower champions and engage entire buying groups. He reflects on the dangers of “peace mongering” in leadership, how personalization at scale changes buying dynamics, and why emotional ROI matters more than we often acknowledge in B2B. Garin also shares real stories from the field, including one painful lesson about the risks of not mapping the entire buying group. Listen Now Amazon More Options Your Host Hayley Parr Head of Marketing, Integrity Solutions In this Mental Selling episode, you’ll learn: Buyer Enablement Mindset: Why putting the buyer’s needs ahead of your own can accelerate deals. From Champions to Buying Groups: How to equip and coach champions to influence every stakeholder. Preventing Deal Killers: Practical ways to reduce confusion, friction, and dysfunction in the buying process. Emotional ROI: Why career risk, trust, and purpose play a bigger role in buying decisions than logic alone. Jump into the conversation: (00:00) Meet Garin Hess (02:16) From Utah roots to leadership lessons (05:23) How learning and development shaped his sales approach (08:02) Why buying is harder than selling (11:42) Breaking through buyer confusion and dysfunction (20:15) Measuring impact through metrics and emotional ROI (23:25) The role of trust and purpose in the future of B2B sales (26:37) Sales war stories and lessons learned the hard way Additional Resources From This Episode: Garin Hess’s LinkedIn: https://www.linkedin.com/in/garin-hess/ Learn more about Consensus: https://goconsensus.com/ Learn more about Buyer Enablement: https://goconsensus.com/buyer-enablement/ Learn more about Selling is Hard. Buying is Harder: https://www.amazon.com/Selling-Hard-Buying-Harder-Enablement/dp/1632992949 Raise your Mental Selling acumen with us by following us on Apple Podcasts, Spotify, iHeartRadio, Amazon, GoodPods or wherever you get your podcasts. Please rate our show or leave a review— we value YOUR feedback! Salesforce, Cognism, FeedSpot and others have all named us as one of the best sales podcasts for your playlist. And Training Industry, Inc. includes us on their Ultimate L&D Podcast Guide. Share This Post: Related Episodes Keeping Sales Human in the Age of AI with Amara Hunt and Amanda Ervin Guests: Amara Hunt and Amanda Ervin In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 131 April 9, 2026 18:44 Mastering Sales Leadership and Revenue Strategy with Lindsay Rios Guest: Lindsay Rios In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 130 March 12, 2026 35:36 The Mindset Behind Modern Revenue Leadership with Mike Head Guest: Mike Head In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 129 February 27, 2026 25:40 Why Does Integrity in Sales Matter More Than Ever in 2026? With Brian Snader Guest: Brian Snader In this Mental Selling episode, you’ll learn: Jump into the conversation: Additional Resources From This Episode: Raise your Mental Selling… EP. 128 February 12, 2026 9:27