Sales enablement is the ongoing strategic process of giving sales professionals and sales teams the content, coaching, training, and technology they need to sell effectively. Effective sales enablement processes and tools set sales reps up for success by simplifying the sales process: prospecting, engaging, questioning, and actual sales.
Have you ever imagined a sales process as they process soldiers preparing to take part in wars?
In this article we explain the sales enablement process, what is involved and more.
What does sales enablement involve?
A salesperson or team are like soldiers getting ready for war, just like the life and that of a team of soldiers is in his hands, in a similar manner the success of a business is on the manpower.
Soldiers need combat training, equipment, and strategies and an understanding of how and when to apply each and every one of what they have learnt with time, knowing that they only have a chance to make it out of the warfront with their life. In a similar way, salespeople need to be fully equipped and strategic at every stage of the sales process and apply all the required strategy, skills, and tools needed to close deals at the point of meeting. It’s vital that they are equipped to stand up to the occasion with a full sales suit of armor.
Equip your salespeople with the complete sales armor.
Core pillars of sales enablement
Continuity is the key to the successful enablement of salespeople. It’s vital to design the training based on a periodic basis ( mostly 12 months), allowing some breaks in between for training, retraining, followup, measurement, and analysis of performance.
This is the information that forms the basis of a salesperson’s understanding of the product or services, pricing, target markets, competitor analysis, industry trends, how and who to prospect, and how to handle objections.
Written sales content (e.g., white papers, case studies), video training (e.g., webinars), infographics, and other tools are common sales content.
The process of training and providing feedback on your sales representatives’ performance in order for them to develop their skills over time Coaching can take the form of one-on-one meetings between sales managers or sales consultants and sales reps, or it can take the form of group sessions where sales coaches talk to the whole staff about the best ways to do their jobs.
Activities that educate salespeople on how to sell and/or optimize sales time, how to write a strong email pitch or close a transaction during an initial call with a prospect. This is usually a one-off event without follow-up or measurement of performance after a period of time.
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Beyond training and following up with the sales team, they need to be trained and equipped with the necessary tools to aid their sales. These sales tools help in prospecting, engaging, and managing clients, relationships with clients, sales, and giving insight into the market ( for informed business decision making).
Recommended article: 5 Tools To Improve Sales Team Productivity
Measurement and analysis of performance
Outcomes can never be fully understood if there are no preset key performance indicators (KPIs) that they are measured against. Businesses that frequently measure the impact of any activity tend to achieve better results. The metrics and results obtained aid the business and provide feedback to sales professionals on areas to improve.
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Content and Strategies
Every client is unique and different. Salespeople need adequate information and strategies to engage with clients.
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What are sales enablement tools?
A sales enablement tool is a platform with the integration capabilities to connect your content, marketing, and sales cycle. With the functionality of real-time tracking of business transactions from the initial point to the deal closure point, it can also help maintain relationships after sales.
Sales enablement tools
- Sales Content Management
- Sales Process Automation
- Video Coaching and Practice
- Sales Engagement
- Sales Intelligence
- Account and Opportunity Planning
- Sales Management
Examples of sales enablement tools
Are you ready to adopt a sales enablement tool for your company? Speak to one of our Sales Enablement Consultants.