How To Build a Strong Sales Enablement Program For Revenue Growth
Everyone working in sales must have experienced that special moment when a prospective buyer is interested and just a little extra something is required to close the deal.
However, if your sales rep’s promises set up anticipations in the prospect’s minds that are different from your businesses’ strategic plans, in such a case long-term credibility and trust will be lost for a shorter sales-cycle and an easier road to a commission.
Now when this happens, it tells less about the skills of your sales reps than it does about the requirement for a transparent sales enablement strategy.
Surely every business recognizes the need to arm their sales departments with the required information, data, and tools to understand the buyers, nevertheless, providing these most often takes a back seat in several organizations in front of their demand generation activities.
Therefore, in these situations, sales reps are often left to beg for help or just figure out the answers on their own.
Now an effective program in sales enablement is one that caters the sales teams with all the content, information and tools that might help the sales reps to sell more successfully throughout the buyer’s journey, which includes everything that sales need, right from the permission to use business growth technology solutions and tools, to infographics and sales sheets in order to provide the best practices and research that can back up their sales efforts.
It even extends to analyzing Key Performances Indicators (KPI) in sales and resources that can help in optimizing future sales initiatives, which aids in creating a sales team that is not reliant just on a couple of heavy-hitters, but one in which everyone is equipped and ready to contribute.
Hence an efficient and proper sales enablement program assists the sales teams to remain ready with comparison tables, ROI calculators or whatever the buyers need for making their purchases.
PLAN FOR EMPOWERMENT
Strong sales enablement help in reducing sales cycles, boost conversion rates, and thereby increases sales productivity.
Now building this into your whole organization needs these four key actions:
1. Provide marketing resources (human and financial)
The success in sales hinges on creating deeper relationships with customers and prospects. This is because after the team responsible for marketing has earned the lead, it is the responsibility of the sales team to strengthen the relationship and close the sale.
Even though it is necessary that sales must spend adequate time finding answers to every query raised by the prospect. Nevertheless, the relationship with prospects often remains shallow when the sales rep’s energy is spent creating product messages and sales assets for nurturing the prospective leads.
Therefore to break this vicious cycle, marketing must create an arsenal of sales assets that their department needs, which must be armed with insights from lead generation campaigns, market research, and even marketing data as they are well-equipped to provide talking points, sales sheets, or infographics about their brand. Therefore marketing should depute at least one person who will be there to provide support and enable the sales team for boosting business growth.
2. Make it convenient to find existing collaterals for sales (and ask for more…)
Building a simple and clear process is winning half the battle in sales enablement as it helps to begin with an ‘easy to follow’ workflow for engaging the lead.
Therefore salespeople should use technology like an easy to use CRM software be it Salesforce or any other Salesforce Alternative CRM platforms that will help to seamlessly find content like pricings, case studies, reference, discounts, and others.
Because within this content library database salespeople will know where to find the best assets for each stage in the buyer’s journey.
For example, which document should be emailed to new leads, or which content works best for luring prospects who are currently with the competitors.
Moreover, marketing should also create a process for requesting new resources. Therefore hire or create a new resource that can help in creating new content and thereby strengthen support without forcing sales to overwhelm marketing with requests.
3. Use smart tools to share content effectively
It has also been observed that when sales have more content at their fingertips, sales reps can get overwhelmed trying to figure out the most relevant one. Now in this situation sales reps often use their contents haphazardly or ignore sending altogether. According to a survey done by one of the best CRM firms of global repute, it was found that more than 65 percent of the content found in the marketing department goes unused just because the sales team does not have enough time to sort out what is most helpful.
Hence businesses must use modern tools that use AI (Artificial Intelligence) to streamline management of documents, by flagging contents and providing advanced search options that can help sales reps to find out easily what they need.
4. Change to empowerment from enablement
Now, just creating a content repository by the marketing teams is not enough for successful sales enablement programs as long as they are not championed by the sales teams.
Hence top people in sales must collaborate with marketing managers and aid in training their colleagues to enforce the message for empowering collaboration within their entire sales and marketing teams.
Since the relationship between sales and marketing is the foundation of any businesses’ growth strategy and so by establishing a sales enablement program even the new entrants in sales in any organization will be surprised at what they can accomplish as a fresher for their brand in their company.
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