From small sales teams who are just getting started to larger and more complex organizations, sales enablement has become a strategic commitment with a significant upside. In fact, over 75% of companies using sales enablement tools indicated that sales increased over a 12 month period, with nearly 40% reporting growth of more than 25%.
It’s no surprise that high-pressure closing tactics are now a thing of the past. The buyer’s journey has shifted and we are seeing buyers who do way more research up front. When it’s time to reach out to a salesperson, they are armed with intelligent questions and well-thought-out objections. To successfully influence this new breed of buyer, organizations needs to align their sales methodologies to each individual decision maker’s buying journey.
To help navigate through these new unchartered waters, you may be looking to quickly implement a sales enablement strategy to give your organization the competitive edge it needs need to adapt to this new era we find ourselves in.
We’re here to help! Let’s take a look at the 5 steps you need to get your sales enablement strategy started today:
Get executive-level commitment
A true sales enablement strategy is only successful when it’s backed by your executives. To earn this executive-level commitment, show them the current gaps and challenges that you see in your organization’s sales process and provide details on how a sales enablement strategy will solve those problems and move the customer along the buying journey.
Agree on who owns it
The next crucial step to achieving a smooth sales enablement process is to make it clear from the start who owns it. There is an age-old debate on whether Sales or Marketing should be the keeper of sales enablement. Some organizations say it should be owned by the sales team, others say the marketing team and some new approaches say the process is owned by both Sales and Marketing. And in fact where it sits may be different for each organization. So as you make your decision, remember that this team’s goal is equipping the sales teams with everything they need to maximize every customer interaction as well as collaborating with every department in your organization in a seamless and efficient manner. Place it where it will be the most effective and seamless experience for the Sales Team to improve their performance.
Set a clear sales enablement strategy
A clear strategy helps you to provide sales with the resources they need to target your audience and close more deals. But it needs to be tailored to the way your customers prefer to buy from you, not just how the sales rep likes to sell. The main component that should be on everyone’s mind is to delight customers.
Here area few other things to remember:
- Take a good look at your resources, content and tools you provide your sales team with to ensure it’s helping them convert your audience members into customers. If they aren’t, they may need to be re-evaluated.
- Your strategy may include everything during from the onboarding process, to training materials, and receiving ongoing coaching to develop specific techniques on how to effectively connect and engage with prospects.
Align everything to your customer journey
As mentioned before, it’s imperative to understand the way your customers prefer to buy from you. Only then can you start to arm the sales and marketing team with everything they will need to be more effective.
Personalized content that is easy for reps to find, use and deploy is exceptionally important to help move leads through the buyer’s journey. Let’s looks at some quick tips that will help you do this:
- Organize your sales content so it can be found easily including product demo decks, pricing, competitive intelligent and pricing and discount information.
- Create useful content like case studies, whitepapers and ebooks that touch your audience at every stage.
- Create personalized email templates and email sequences that salespeople can access directly from their inboxes.
- Automate the follow-up process with a set-it-and-forget-it process that will save them a ton of unnecessary work.
Communication is key
As any new venture, it can be challenging to implement a new sales enablement process. So it’s important to ensure that communication between all departments flows easily. Meet or reach out regularly. Communicate what’s working and what’s not with the all the teams that are involved. Don’t be afraid to change course if certain things don’t quite hit the mark. You may also want to communicate your new strategy with your customers. Let them know that this new process is meant to benefit them and will provide them with more delightful experiences as you both continue in your relationship.
Don’t forget to join us for our monthly #HITMC Chat where we will be covering “The Secrets to a Foolproof Sales Enablement Strategy”. Check out the details of the chat here.