Sales Enablement: Empowering Your Sales Team for Success

Manali Mehrishi

5th Sep'23
Sales Enablement: Empowering Your Sales Team for Success | OpenGrowth

If you’re working as a sales expert, you know how tough it can be to sell in today’s complex and competitive market. You have to deal with savvy and demanding customers, fierce and agile competitors, and uncertain and volatile conditions. You have to be an expert, a consultant, and a problem-solver all at once. You have to be on top of your game, every day.

But you don’t have to do it alone. You have a secret weapon that can help you sell more effectively and efficiently. You have sales enablement.

In this blog article, we’ll explain what sales enablement is, why it matters, and how you can use it to empower your sales team for success. We’ll also share some tips and tricks that you can apply to improve your sales enablement program. Let’s dive in.

 

What is Sales Enablement?

Sales Enablement: Empowering Your Sales Team for Success

Sales enablement is the process of providing your sales team with the resources they need to close more deals. These resources may include content, tools, training, coaching, and technology that help them sell your product or service to your customers.

Sales enablement is not just about giving your sales team information or materials. It’s about giving them insights and solutions that help them understand your customers, your market, your competitors, and your value proposition. It’s about giving them skills and confidence that help them communicate, persuade, and negotiate with your customers. It’s about giving them support and feedback that help them improve their performance and grow their careers.

Sales enablement is not a one-time event or a one-size-fits-all solution. It’s an ongoing and adaptive process that evolves with your business goals, your customer needs, and your market changes. It’s a collaborative and strategic process that involves different stakeholders in and out of sales, such as marketing, product, service, and leadership.

Sales enablement is not a nice-to-have or a luxury. It’s a must-have and a necessity. It’s a key driver of sales effectiveness, efficiency, productivity, and profitability.

 

Why does Sales Enablement matter?

Sales enablement matters because it can help you achieve several benefits for your business, such as:

  • Increase sales conversion rate: Sales enablement can help you understand what makes your customers buy or not buy. You can use this knowledge to create effective sales pitches, overcome objections, and close more deals.
  • Increase average deal size: Sales enablement can help you understand how your customers perceive value and what they are willing to pay. You can use this knowledge to create value-added offers, upsell and cross-sell opportunities, improve your client prospecting process, and increase customer lifetime value.
  • Increase customer satisfaction: Sales enablement can help you understand your customers’ needs, expectations, pain points, and emotions. You can use this knowledge to create positive customer experiences, address customer issues, and deliver customer delight.
  • Increase customer loyalty: Sales enablement can help you understand the psychological bonds that your customers form with your product, service, brand, and seller. You can use this knowledge to create loyal customer relationships, generate repeat purchases, and encourage referrals.
  • Increase competitive advantage: Sales enablement can help you monitor your market position, identify opportunities and threats, benchmark your performance against competitors, and differentiate your product or service from others in the market.
  • Increase decision-making and planning: Sales enablement can help you make data-driven decisions that are based on facts rather than intuition or assumptions. You can also use data to set realistic and achievable goals, align your sales strategy with your business objectives, and forecast future scenarios more accurately.

 

How can you use Sales Enablement to empower your Sales Team for success?

Sales Enablement: Empowering Your Sales Team for Success

To use sales enablement to empower your sales team for success, you need to follow some steps:

  • Define your objectives: What are you trying to achieve with sales enablement? What are the key questions you want to answer? What are the metrics and KPIs that matter most for your business?
  • Collect your data: What are the sources of data that you need to analyze? How can you access them? How can you ensure their quality, accuracy, and completeness?
  • Analyze your data: What are the tools and techniques that you need to use to analyze your data? How can you visualize and communicate your findings? How can you test your hypotheses and validate your results?
  • Implement your insights: What are the actions that you need to take based on your insights? How can you measure their impact? How can you optimize them further?

To help you with these steps, here are some tips and tricks that you can use for sales enablement:

 

Use the buyer’s journey

The buyer’s journey is the process that your customers go through when they buy your product or service. It consists of three stages: awareness (when they realize they have a problem or a need), consideration (when they research and evaluate different solutions), and decision (when they choose and purchase a solution).

You can use the buyer’s journey to guide your sales enablement program and ensure that you provide your sales team with the right resources at the right time. For example:

  • Awareness: You can provide your sales team with content, tools, and training that help them generate leads, capture attention, and spark interest. You can also provide them with information and insights that help them understand your customers’ problems and needs.
  • Consideration: You can provide your sales team with content, tools, and training that help them nurture leads, build trust, and create desire. You can also provide them with information and insights that help them understand your customers’ options and preferences.
  • Decision: You can provide your sales team with content, tools, and training that help them convert leads, overcome objections, and close deals. You can also provide them with information and insights that help them understand your customers’ criteria and expectations.

By following the buyer’s journey, you can create a sales enablement program that aligns with your customer’s needs and wants.

 

Use the sales enablement matrix

The sales enablement matrix is a framework that helps you organize and prioritize your sales enablement resources based on two dimensions: impact (how much they affect your sales performance) and effort (how much time, money, or resources they require).

You can use the sales enablement matrix to categorize your sales enablement resources into four quadrants: quick wins (high impact, low effort), major projects (high impact, high effort), fill-ins (low impact, low effort), and time sinks (low impact, high effort).

You can use the sales enablement matrix to plan and execute your sales enablement program more effectively. For example:

  • Quick wins: You can focus on these resources first, as they can deliver immediate results with minimal investment. These resources may include updating your CRM system, creating a FAQ document, or sending a newsletter.
  • Major projects: You can work on these resources next, as they can deliver significant results with substantial investment. These resources may include launching a new product, creating a sales playbook, or hosting a sales kickoff.
  • Fill-ins: You can work on these resources later, as they can deliver marginal results with minimal investment. These resources may include creating a blog post, sending a thank-you note, or sharing a tip.
  • Time sinks: You can avoid or eliminate these resources, as they can deliver negligible results with substantial investment. These resources may include attending an irrelevant webinar, creating a redundant report, or chasing an unqualified lead.

By using the sales enablement matrix, you can create a sales enablement program that maximizes your impact and minimizes your effort.

 

Use the 70/20/10 model

The 70/20/10 model is a framework that describes how people learn best. It states that 70% of learning comes from experience (doing), 20% of learning comes from exposure (observing), and 10% of learning comes from education (reading).

You can use the 70/20/10 model to design your sales enablement program and ensure that you provide your sales team with different types of learning opportunities. For example:

  • Experience: You can provide your sales team with opportunities to practice their skills and apply their knowledge in real-life situations. You can also provide them with feedback and coaching to help them improve their performance. These opportunities may include role-playing exercises, simulations, or shadowing sessions.
  • Exposure: You can provide your sales team with opportunities to observe and interact with others who have relevant skills and knowledge. You can also provide them with recognition and rewards to motivate them to learn from others. These opportunities may include mentoring programs, peer reviews, or success stories.
  • Education: You can provide your sales team with opportunities to acquire new skills and knowledge through formal or informal instruction. You can also provide them with assessments and certification to measure their progress and validate their competence. These opportunities may include courses, webinars, or podcasts.

By using the 70/20/10 model, you can create a sales enablement program that supports your sales team’s learning and development.

 

Final Words

Sales enablement is the process of providing your sales team with the resources they need to close more deals. It helps you understand your customers, your market, your competitors, and your value proposition. It also helps you segment your market, target your customers, design your products and services, communicate your value proposition, persuade your customers to buy, and build trust and

 

OpenGrowth is constantly looking for innovative and trending start-ups in the ecosystem. If you want more information about any module of OpenGrowth Hub, let us know in the comment section below.

Manali is a versatile content writer with experience in creating compelling blog posts, website copies, and content strategies across several industries. She is committed to delivering top-notch content that meets both her readers' expectations and her clients' standards. Outside of work, she enjoys traveling, baking, and acquiring new knowledge and skills.

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