Sales Enablement

What is it and how do you use it?

Sales enablement is a term that has become a lot more prevalent in the B2B world. Sales enablement is a bridge between sales and marketing to achieve increased sales efficiency, ie more sales for lower acquisition costs.

Isn’t that what every business wants? A higher share of wallet from customers; a lower customer churn?

So, what elements should be part of your sales enablement strategy?

1. Training: for both your internal sales team and any resellers / distributors that you have. The more the product / service is understood the better, but also training from the end customers point of view – what it is that they are looking for to place that order. That may be ROI models, it may be evidence that it has been used before, backgrounds and overviews of the various target vertical/horizontal markets – those solutions depend on your offerings and your clients’ requirements. Training for channel partners can become a partner programme requirement and / or a revenue stream in its own right.
2. Content: Hinted at above, having the right type of content to help the (prospective) client through the sales funnel. Case studies, white papers, blogs, usage models, brochures, newsletters… All content should answer the What’s In It For Me (WIIFM) question of how you are going to solve their issue. Now for office stationery that may be about easy online ordering with next day delivery at a competitive price; but for a heavy industrial piece of equipment it could be multiple pieces aimed at varying areas of the DMU at different parts of the sales funnel.
3. Ease of access: Having the best tools for sales is absolutely useless unless sales know where to find them. So make sure that your training and content accessible via your Intranet, a SharePoint site or some other central storage. Make it clear which assets help with which offering, which buyer persona and at what point of the sales cycle. So have a crib sheet with each offering as to how to get the best out of it, how to use it effectively. Many of your pieces of content will be on your website too, so think about gating content which is right at the end of the sales cycle for a “hot lead” for sales to be aware of.
4. Feedback: Proactively ask the sales team and the channel partners what tools are working well, more importantly, which are not hitting the spot and need rethinking and most importantly – what is missing. This then gives the content creators (marketing and other departments) knowledge on how to improve and better support the sales effort.

Obviously, this is a very quick look at sales enablement to give you an overview and to start the thought processes. If you want any help with building a company specific sales enablement strategy or its implementation, then drop us a line.