In layman terms, a sales enablement strategy is a business function carried out by a number of departments in an organization to help their sales team be successful in their selling efforts to potential consumers. Sales enablement strategy allows the salespeople to have proper knowledge and information about the organization to maximize every sales opportunity. Each organization designs, defines, and executes this strategy to the sales team so that they can provide a valuable sales experience to potential customers.
Taking the right approach in the sales enablement strategy can have a significant impact on the success of your organization. A good sales enablement strategy can make a moderate or significant contribution to the company if done right. There are many moving parts in a good sales enablement strategy i.e. training, tools, content, and support. It’s important that the sales enablement strategy aligns with the organizational goals of your company otherwise it may not work.
Benefits of effective sales enablement strategy:
A great way to keep in touch with potential customers.
Following up random leads is essentially a shot in the dark as you don’t even know that the leads are even interested in your product or services. With a good sales enablement strategy, sales reps can easily nurture qualified leads with proper information and cater to their unique needs.
Providing valuable data
If your sales team has important information and insights such as buyer behavior, motivations, and pain points, they can leverage this data and cater their messages to best-fit buyer’s interests.
When you combine valuable data with a more appealing way to interact with the prospects, it turns your sales team into a lead generation machine with the best quality sales conversions.
If the sales reps are familiar with the needs, wants, and desires or potential buyers, they have a better chance of maintaining a trustworthy relationship with the prospect hence increasing the likelihood of closing a sale.
Like any successful team, all sales team’s success is evident through its execution. Here are a few key points to keep in mind while formulating a sales enablement strategy for your organization:
Identify the unique challenges and pain points of your sales team in generating leads and formulate the strategy accordingly. Each organization is unique and every sales enablement strategy should be unique according to the goals of the company.
Every organization must provide proper training to its sales team in order for your sales enablement strategy to work in the short and long term. Provide them with a standardized sales training initially, and gradually train them in advanced selling skills.
Your sales team should never operate solo and should have the support of every other department in the organization. Align them with the marketing department so that the marketing department can provide relevant marketing materials for every step of the sales cycle. This will ensure that all the teams are working towards a common goal of increased sales.
A good sales enablement strategy entails creating high-quality content, resources, and training modules for your sales teams so that they have easy access to any type of resource for convincing a lead to make a purchase decision. It also includes adding the right tools, data-driven processes, feedback loops, support, and integration with marketing functions. If sales enablement is implemented effectively in an organization, it can provide several benefits.