You know what sales enablement is, and why it is crucial that your organisation ensures it is part of your strategy. When implemented correctly, sales enablement can improve the performance and productivity of your sales team, fundamentally generating higher conversion rates and greater customer satisfaction.
But how exactly do you implement sales enablement correctly? Below we have outlined our top 5 best practices for sales enablement:
#1 Continual Support & Training
B2b sales enablement is not a single task that you can tick off your list once you start it, it is an ongoing, developmental process which you continually improve and adapt as the market changes. Your sales team needs to be trained in selling skills, but also in marketing, product and industry to ensure they have well-rounded knowledge and the ability to manage in a sales enablement.
Past times would have seen organisations formulate quarterly training sessions for their sales and marketing teams. However, recent times have shown that this does not work. According to HubSpot, 87% of new skills are lost within a month of Sales training, proving that reinforcing your training is crucial.
Successful sales enablement organisations integrate ongoing, regular training and communications into their processes to ensure their sales reps know exactly what is the most effective approach throughout the entire sales cycle at that time.
#2 Always Tailor Content to the Buyer's Journey
Providing your buyers with the right content at the right time is the core of sales enablement. No two prospects are the same - when prospects arrive on your website, not everyone is ready to buy your product/service. Nor do they even realise that they have a need for your solution yet. If you provide them with content that they are not ready for, the only thing you will achieve is scaring them away.
When it's time for your sales team to talk with the prospect, a standard sales pitch does not suffice. Every person and organisation is different and your sales team should be tailoring their conversation to address the buyer's specific organisation and needs.
#3 Fully Integrate Sales & Marketing
Your Sales & Marketing can't just 'get along', they need to be fully integrated and work as one, collaborative team. As we continue to move forward in this digital era, it is becoming apparent that these two departments are not dissimilar.
Your sales team cannot engage effectively with prospects without the creativity of Marketing, and your Marketing team's efforts won't ever improve or go far without your sales teams closing leads, or getting feedback on current content.
Fully integrating your sales and marketing is the most effective way to ensure you fully captivate your buyers and create a successful sales enablement process.
#4 Data, Reporting & Analysis
Your sales world is driven by data, but are you using it correctly? Always use data to understand what is working and what is not working and your sales enablement professionals can create systems to make data a true asset - the evidence doesn't lie.
Sales enablement only works if it meets the buyer's needs, and those needs vary significantly between each prospect and over time. This is why analysing the tools, content and processes on a regular basis is crucial to ensure you consistently improve your sales enablement process. Always trust your data, if a piece of content is shown to not be resonating, then change it or use something else.
#5 Embrace Technology
These days, there is a significant number of digital sales tools, apps and technology readily available that will help facilitate your sales enablement initiative. With the right technology solution, you can boost your sales efforts through help with forecasting, team collaboration, deal tracking, training and more.
With HubSpot's CRM your business is provided with full visibility into your sales pipeline in real time, as well as full access to a variety of marketing tools. It easily connects your sales and marketing teams to create a sales enablement collaborative focused effort.
When businesses dedicate the appropriate resources combined with a measurable and structured sales enablement program, they benefit from the quantifiable improvements in revenue growth.