Knowledge is the new currency. That’s why more and more businesses are focusing on sales enablement as a way to drive breakthrough performance. But what exactly is sales enablement? How can it help your team? And where do you even begin implementing it at your organisation?
Don’t worry, we’ll answer everything you need to know about sales enablement in this article.
What is Sales Enablement?
Sales enablement is the process of providing your sales team with the information, training, and tools they need to succeed. It’s important because your sales team is the engine that drives your organisation. Without strong salespeople, you won’t be able to expand your business and meet your revenue goals. That’s why sales enablement is one of the top priorities for sales leaders today. There are eight key areas where you can implement sales enablement. They are sales planning and forecasting, lead generation, sales execution, sales capacity and forecasting, customer engagement, sales culture and management, and sales performance management.
Why is Sales Enablement Important?
As we’ve already discussed, sales enablement is one of the top priorities for sales leaders today. But why is that? Why is sales enablement so important in the sales process? Well, sales enablement plays a key role in all six stages of the sales process. It allows your salespeople to understand the value of your product and how it meets your customers’ needs. It gives them the tools they need to generate high-quality leads and close those sales. And it helps them understand their customers’ needs and how their product solves those problems. That’s why sales enablement is so important. It’s the foundation of sales success.
How Can My Organisation Implement Sales Enablement?
There are three stages of sales enablement that you’ll want to be mindful of as you implement these strategies.
First, you’ll want to define your sales enablement strategy. This is the overall plan for how you will support your sales team and the customers they’re selling to. You’ll want to think about what you want to accomplish, how you want to accomplish it, and how you’ll measure success.
Next, you’ll want to create sales enablement content. This is the information your salespeople will use to be successful. It’s important to keep in mind that this content can be in a variety of formats, including articles, videos, podcasts, live events, and more. You’ll also want to make sure you’re creating content that is relevant, timely, and actionable. Your salespeople don’t want to sift through outdated information that isn’t applicable to their current situation.
With your sales enablement content created, the final stage is a continuous process of reviewing and refining your enablement strategy. Traditional training and enablement is often rigid, with trainers and course designers resistant to change. But the world of sales is always changing for both buyers and sellers, so it is essential that you have a system in place that ensures your content is relevant to the people you're training and to the issues you're trying to solve.
Tips for Effective Sales Enablement
Now that you know what sales enablement is and why it’s important, let’s talk about how to make it work for you and your team. To make sure your sales enablement efforts are successful, keep the following tips in mind:
- Get buy-in and put a plan in place. To make sales enablement successful, you’ll have to have buy-in from your team and management. Make sure everyone understands why sales enablement is important and how it will benefit everyone on the team. After that, create a plan for how your team will implement sales enablement.
- Prioritise content and engagement. The content you’re providing and the way in which you’re engaging with your salespeople are two of the most important areas of sales enablement. You’ll want to make sure you’re providing the right information and engaging in the right ways with your team.
- Make sure your technology supports sales enablement. You can’t implement sales enablement successfully if you don’t have the right tools in place. Make sure your CRM supports sales enablement. It should allow you to track lead interaction, send email campaigns, and create content that is valuable to your salespeople.
How can Mentor Group help SMBs with Sales Enablement?
At Mentor Group, we don't believe in a one-size-fits-all approach to anything, and especially not when it comes to sales enablement. We know that running a small or medium sized business poses a unique set of challenges, and unique challenges require unique solutions.
That's why we developed Sales Academy - our sales enablement solution designed specifically for SMBs. For less than £1 per user per day, your people get on-demand training videos, designed by industry experts, to help them learn how to become elite sellers from the comfort of their own desk.
Available on any device, and without any need to download an app, you can provide your people with the skills, tools, and mentality they need to sell more often, for more money, faster than ever before.
Check out Sales Academy, and how it can transform the revenue potential of your business, now.