How To Create A Successful Sales Enablement Strategy

Imagine you’re on a deserted island with little to no knowledge of survival and absolutely no tools to help you do so. In contrast, imagine you’re on the same island, but this time you have supplies that aid your survival and knowledge to ensure you will. With the right resources and tools, it becomes far easier to handle complex challenges. Similarly, your sales team is constantly facing challenges as their occupation calls for it. A sales team with no strategy is the same as a man on a deserted island with no tools or knowledge to survive. A sales enablement strategy strives to equip your sales reps with the tools to survive and succeed at their tasks. 

The process of giving your company’s sales force the resources they need to close more deals is known as sales enablement. Sales enablement also consists of marketing your product or service using content, tools, knowledge, and customer information. Sales enablement strategies need to empower your reps to perform at their best with the best tools. According to recent sales enablement statistics,

  • Businesses with sales enablement achieve a 49% win rate on forecasted deals compared to 42.5% by companies who don’t enable their sales processes. 
  • 77.1% of companies with a sales force exceeding 500 people have intensive sales enablement in place.
  • Organizations see a significant impact on sales due to sales enablement; 76% of organizations have seen 6% to 20% increased sales.
Sales enablement data

So, you may be wondering, how do you create a successful sales enablement strategy? Here’s a simple sales enablement framework.

1. Create content for sales enablement

Any successful sales strategy requires content to plan it around. Content that sales agents can use throughout the selling process is known as sales enablement content. To effectively engage with prospects and answer their concerns, sales reps need the correct content at the appropriate time. Throughout the sales process, buyers want to engage with more content. 95% of buyers choose a provider who offers content to guide them through each stage of the purchasing process. One of the sales enablement goals is to align the marketing and sales teams to form a collaborative unit. 

Sales enablement statistics for content creation.

Both teams must work together to identify relevant questions customers have at various stages of the buyer’s journey (and match those questions and concerns to specific customer profiles). When both teams collaborate, they are bound to exchange ideas for relevant content. As a result, marketing teams can understand customer queries and develop content to answer those questions. Your sales team can also provide content to their customers to keep them engaged and interested in the product. Additionally, B2B organizations with closely aligned sales and marketing operations achieve 24% faster three-year revenue growth. Once your teams communicate effectively, you can plan different kinds of content depending on your needs.

Here are some tips for content creation:

  • Collaborate with your sales reps to discover the most common questions and issues they face at each stage of the buyer’s journey. 
  • Create a buyer’s journey map that links different journey stages to different types of content you intend to use at those points.
  • Identify opportunities where the information you’re sharing would work better as an infographic or video.
  • Plan and time social media posts to market content directly to buyers

These are some basic pointers in the right direction when creating content for sales enablement. And don’t forget the essential aspect of the entire process – align your marketing and sales teams

2. Create a customer-centric strategy

Sales enablement revolves around meeting customer expectations and creating the perfect customer experience. These statistics show the power of keeping your customer at the core of company processes:

  • 86% of buyers are willing to pay more for a better customer experience.
  • 73% of companies with above-average customer experience perform better financially than their competitors.
  • Brands with superior customer experience bring in 5.7 times more revenue than competitors that lag in customer experience.
Customer-centric statistics for sales enablement.

A customer-centric strategy consists of two critical things – personalization and retention. 

Personalization:

Personalization begins with gaining a significant amount of data about your customer and creating a specific profile with it. Customers don’t like to be numbers on a list; instead, they prefer relevant content. Then, with the right lead distribution tools, you can assign specific agents to leads according to demographic details. With such information readily available, it becomes easier to propose relevant products to potential customers.

In addition, segmenting customers, identifying their needs, answering queries, and providing relevant content drives revenue and increases customer lifetime value (CLV). For example, segmenting customers based on their preferences and sending them personalized campaigns can help you cross-sell. Customer segmentation helps create automated personalized campaigns on a large scale, making it easy to reach several people effortlessly.

Retention:

Retention largely depends on your company’s ability to provide positive customer experiences. The number one reason customers switch brands is that they feel unappreciated. Most businesses perceive CLV to be the profit they can make with a customer throughout their lifetime. But this perspective takes shape only when your company provides its customers with consistent positive experiences. Customer service reps need to convey information in a timely and responsive manner. All interactions between agents and leads should be tracked and recorded for future reference. With a database that offers a 360-degree view of the customer journey, your sales agents can identify more opportunities. Sales enablement would be incomplete without segmentation, targeted content, and the understanding of customer needs. 

[Also read: 25 customer retention strategies of leading brands]

3. Implement technology to boost productivity

Sales enablement-specific technology comprises software or a system that allows the sales team to access content relevant to their target customer and appropriate for its position in the sales funnel. Moreover, it guarantees that salespeople and their managers have access to materials related to training, support, and analysis to learn and grow over time. Tools that help with sales forecasting, measuring, tracking, and automating manual processes are necessary for proper sales enablement. With these tools, your agents can identify bottlenecks, increase engagement, and understand customer intent. 

Target and performance measurement ensure efficient resource allocation, highlight missed opportunities and areas for improvement, and boost employee retention. However, setting the right goals and correctly measuring them is a difficult task. Therefore, a disciplined and systematic approach is required to maximize sales performance.

Sales automation, cloud-based data sharing, machine learning, and CRM are indispensable tools for enablement. According to recent data- 50% of sales time is wasted on poor prospects. If your sales agents aren’t analyzing and prioritizing leads, they may be wasting time on uninterested leads. A CRM equips them with lead scoring tools to categorize leads based on engagement and interest. This allows your sales agents to focus their efforts on high-potential leads.

4. Consistent training with efficient onboarding

Sales enablement requires consistent and continuous training for sales reps as well as members of the marketing team. Additionally, with new integrations, tools to use, and strategies, all your agents need to adapt to changes implemented. Typically, this means that as your sales enablement program improves, so will your training and onboarding. Sales enablement, like everything else, is a never-ending process of improvement that can’t be completed in a single sitting. As a result, learning and development must be interwoven into every part of sales enablement to ensure that sellers understand current approaches and apply them.

For example, if an agent wants to access information about a lead, they should know how to do so. The tools and software shouldn’t require extensive learning. Instead, it should be easier to access compared to previous methods of information collection. Some sales enablement software like LeadSquared CRM has simple UI and does not require extensive training. When onboarding new agents, they should understand your sales processes to be genuinely enabled by available tools. It’s crucial to realize that salespeople can’t accomplish everything independently when it comes to sales enablement tools and techniques. Multiple teams and disciplines are involved in sales enablement, with the client at the center. All departments involved in enablement should similarly undergo training to ensure it takes place smoothly.

5. Build a long-term strategy

Sales enablement processes are unique for every single organization. Therefore, using a generic strategy without any industry-specific tools can be more harmful than helpful. For instance, employees who work remotely do not require field-force sales tools. Whereas those working on fields cannot perform without handy software such as a mobile CRM app.

Sales enablement tools that fit your expectations and needs are more important than tools used generically. Customizations and flexible implementation of software greatly ease your employees into their new work life. The sales enablement strategy you build needs to consider long-term effects. 

For example, investing in software that isn’t scalable to your company’s growth can cause problems in the future. Your strategy needs to involve current as well as future employees in a holistic manner. A great sales enablement strategy includes enabling all customer-facing employees to conduct meaningful discussions with customers and prospects consistently. However, your sales enablement plan cannot stop at only enabling your sales teams. These are some points to keep in mind while creating a sales enablement strategy:

  • Departmental collaborations are essential to ensure communication about content and customer issues takes place swiftly. 
  • The sales team should be able to make precise and quantifiable assessments of the effectiveness of each sales enablement initiative. 
  • As customer expectations evolve, sales enablement strategies need to improve to meet those expectations. 

In conclusion

Sales enablement requires company-wide effort; it isn’t restricted to your sales teams alone. The best way to create a successful sales strategy is to understand your organizational inefficiencies. Once you’ve identified challenges, you can coordinate efforts to overcome them. Every sales enablement strategy requires the right tools to help increase efficiency and decrease manual effort.  A CRM is one such software that offers a variety of tools such as lead distribution, reports, and analytics, tracking and measurement of customer journeys, etc. If you’re looking for one such system, LeadSquared’s CRM can definitely come in handy. Try it for free


FAQs

How do you define sales enablement?

The process of giving your company’s sales force the resources they need to close more deals is known as sales enablement. Sales enablement also consists of marketing your product or service using content, tools, knowledge, and customer information. Sales enablement strategies need to empower your reps to perform at their best with the best tools.

What does sales enablement do?

Content engagement and how it influences sales performance are revealed through sales enablement technologies. Salespeople have better dialogues with prospects and customers and function as trusted advisors, allowing them to build long-term connections with them.

What does a sales enablement specialist do?

Sales enablement specialists help businesses develop and grow by increasing sales and profits. They have a thorough awareness of all company products and services and the abilities and knowledge of the industry required to sell them. Sales professionals may also create marketing budgets, conduct research and analysis, manage revenues teams, and anticipate sales.

What are the popular sales enablement tools?

Popular tools used in sales enablement processes are CRMs, such as HubSpot, Salesforce, LeadSquared, Seismic and more.


Padma Ramakrishna

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