What Is Sales Enablement?
“Sales enablement” is a buzzy term in sales circles these days. It would be a stretch to call the term a “buzzword” or a “fad,” though since the primary purpose of sales enablement is something that is unlikely to go out of style. Simply put,sales enablementis the process of enabling your sales team to do their jobs more effectively, by providing them with the most essential resources, knowledge, and support.
Delving Deeper: Understanding the Many Dimensions of Sales Enablement
The definition provided above seems straightforward enough. Your sales teams can’t close deals with buyers unless you arm them with the right resources. The process of “enabling” your salespeople, then, is all about getting those resources in the hands of the right people at the right time.
Of course, this process probably also seems more straightforward on paper than it is. Like anyone else, salespeople need the right tools to do their jobs. So, if you give them those tools, they will succeed. The problem is that these “tools” can fall into a range of different categories. Furthermore, not all the tools or resources are explicitly geared toward the seller. On the contrary, some of them might be things that the buyer wants or needs to see for a conversion to be possible.
In most cases, the tools, or resources necessary to drive sales enablement fall into one of three categories:
Data and research
Who is the buyer or prospect, what do they want, and how do they align with your seller’s intended target buyer persona? These questions need to be answered for sales enablement to be possible. Sales intelligence can mean several things, depending on the selling situation. In B2B circles, valuable data might include firmographic information (details about a company’s location, size, industry, and target market), organizational pain points, and more. For B2C selling, it might include factors such as demographics and lead quality. Either way, the more data a salesperson has about the prospect they are pitching, the more they can target their efforts for maximum impact.
Content is an extremely crucial part of sales enablement. Not only do your sales managers need the data to get to know your customers, but your customers need the information to get to know your business and your product or service. Sales teams can only convey so much of this information in emails or phone conversations. By equipping your salespeople with sharable content—blogs, white papers, eBooks, video tutorials or product demonstrations, FAQs, data sheets, or the like—you can ensure that each prospective buyer has the details necessary to make a decision. By providing this content, you both save your sales teams time and control precisely how your business/product/service is described.
Training, coaching, and best practices
The most foundational aspect of sales enablement is training. If you don’t coach your salespeople in the best practices of selling your product—or sales in general—they aren’t going to deliver the results you want. Providing plentiful opportunities for salespeople to learn the ins and outs of your product or service—as well as proven strategies they can use to close sales—will ensure more sales and higher revenues.
The Skeleton Key of Sales Enablement: Accessibility
Furnishing your sales team with high-quality data resources, content resources, and training resources can and should drive sales enablement in your business. However, there is one “skeleton key” that you have to remember with each of these resources: accessibility. You need a way to deliver these resources in a consistent and scalable fashion to everyone on your sales team. Whether you have six salespeople or 600, easy access is vital.
Usually, the best tactic is to create an online resource page where team members can search, view, or download the resources they need when they need them. This strategy also makes it possible to track which resources team members are using most, which can help you get rid of unnecessary content or flag areas where resources need to be improved. Pairing this information with sales metrics will let you tweak and refine your sales enablement process over time.
If you are looking to effectively enable your sales team, get in touch with us today for an informal chat about how Cloud10 can help. Our team of experts can help you collate, compile, design, produce, and roll out effective sales enablements tools and resources that are designed with you and your business in mind to help you reach your goals and develop your pipeline.