If you have a job in sales, it’s likely that you’ve heard of sales enablement in recent years; however, despite being all the rage, there’s a lot of confusion in the sales industry concerning just what it means. Is it a vague term that’s trendy for people to throw around? Or is it an actual method that will benefit you and your organization to get more sales? Let’s find out.
This article will answer the four key questions that a lot of sales people have:
-What is sales enablement?
-Why does sales enablement matter?
-How is sales enablement implemented?
-Who needs to implement sales enablement procedures?
What is sales enablement?
Sales enablement is the act of giving a sales organization effective content, information, and necessary tools to assist sales people in getting more sales. A salesperson can’t effectively do his or her job without having the right resources to succeed—and sales enablement gives the salesperson all that they need. They will gain valuable information to utilize during the entire sales cycle. New customer-focused content and best practices are examples of what a salesperson will be provided with. The information must be simple and easy for all salespeople to quickly implement. The objective of sales enablement is very simple: it’s to give salespeople what they need to succeed and increase their sales numbers; however, exactly how this takes place can be very open-ended and ambiguous.
Sales enablement focuses more on the buyer and less on the act of selling. The salesperson will be provided what he or she needs to deal with target buyers. This means that one principle must always be clear: to make sales that utilize the resources that the customer desires. The salesperson must always be aware of when a prospect or customer wants to leverage their resources.
Sales enablement usually provides information to salespeople. That information is usually in two categories. The first: content that will be used to help prospects. The second: helpful sales enablement tools, effective research, and techniques that the salespeople will utilize to better their skills.
Enablement will teach your salespeople how to use what they’ve been provided to maximize their abilities. Sales training is crucial. Businesses must also consider hiring a consultant or coach that come in and help the team succeed.
One great advantage of sales enablement is that it’s deigned to help all salespeople of any skill level, whether your company employs three or one thousand reps; however, you must ensure that the material you provide are easy for anyone to use so you don’t have to waste time modifying what’s been provided. You want the material to be used over and over again for years to come. Making it too specific or complicated is going to stop this from happening. Remember, quality matters and, so too, does, simplicity. The top-rated enablement programs keep track of what material reps use and don’t use. This way, weak content is eliminated and only the strongest content will be provided.
Measurement is key component of a sales enablement society program. You and your business need to be tracking cycle length, which reps met their quota, and the size of deals. There are plenty of other metrics you should consider tracking but these are the most important.
Sales enablement is at its best when a company can clearly define exactly who their average buyer is and what they are seeking; thus, sales enablement always puts the customer first. Reps can’t give customers what they want if the reps don’t even understand what they want.
Why does sales enablement matter?
Sales enablement helps ensure that all your reps will meet their quota with a great deal of consistency. As a sales manager, you don’t want to be dependent on certain team members to always pull you through on your quotas. You should be striving for consistency across the board. The goal of a sales enablement job is to have all of the reps getting about the same number of sales. This will never be perfect, but sales enablement provides resources to get your reps selling more.
How is sales enablement implemented?
Sales enablement teams are willing to provide many different procedures to help out businesses, such as:
-Learning programs along with sales onboarding
-Building sales assets and giving effective sales training material
-Teaching new coaching strategies
-Teaching reps how to effectively communicate and actively listen
-Teaching best practices and providing management effective tools
Five Best Sales Enablement Practices
1) Determine and implement effective objectives for your sales team to succeed.
Your team needs to get better at selling make sales faster. Sales enablement will educate your reps on:
-how to convert prospects
-what to focus on during calls
-developing all necessary skills
-learning the product or service
These are all necessary and there’s no need to have to select just one. Sales enablement ensures that all important methods and ideas are taught to your salespeople.
2) Improve customer experience.
This is one of the crucial reasons that companies implement sales enablement. The buying experience matters. And there are two objectives to making it successful. 1. Ensuring that reps understand who their buyers are and what they need. 2) Train in terms of the buying experience so reps have the buyer in mind at all times.
3) Emphasize high quality content.
Whether it’s a webinar, Twitter post, or letter, quality matters above all else. Smart salespeople know when to let their company’s high quality content do the talking for them. Great quality speaks for itself, and you want your customers speaking about the high quality when they give referrals.
4) Ensure that training is a longterm process.
Companies can’t afford to train their salespeople and assume that they are now good to go for the next few years. Industries are changing too fast. That’s why training needs to be considered a longterm process that’s routinely executed. You can’t afford to have your salespeople forget the concepts that they’ve learned. Formal training should take place at least once a month.
5) Ensure your sales team is taking advantage of what’s been provided.
The best sales enablement program on Earth won’t last long if salespeople are ignoring the concepts and tools that they need to be applying. Upper management must ensure that this doesn’t happen. Have a sales manager check on the sales team regularly to ensure that they’re applying the concepts and techniques that they’ve learned.
Who needs to implement sales enablement procedures?
Your sales and marketing teams must collaborate to get a sales enablement program up and running. Otherwise, it won’t be clear what needs to be done to improve the company. Marketing teams are usually better at creating and sales teams usually excel at enforcing what’s been created; however, It’s ultimately up to upper management to oversee the entire process to make sure there’s order and structure.
You can’t afford to sit back and simply just hope that your sales and revenue numbers will improve. Take action today by implementing a sales enablement program into your company. Effective tools, resources, and guides will give your salespeople the upper hand. You should also consider hiring a sales coach or consultant that can come into your sales room and efficiently provide you the same type of service that a sales enablement program provides.