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What is Sales Enablement? and why does your business needs it?

Alot of people in the sales industry are familiar with the concept of sales enablement. Just because you may have heard the term doesn’t necessarily mean that you have a firm understanding on the concept. Don’t worry, you are definitely not alone. There is a lot of misperception in the sales industry about what is included as part of sales enablement, and I hope to shed some light on what it is and why your business needs it. To put simply, sales enablement is the act of providing your sales team with all the tools and information they need to be more productive, ultimately leading to more sales. This may seem like a common-sense concept, but it is more involved than you may realize.

This is because the salesperson needs the right tools to keep the buyer engaged every step of the way. Current information that is useful and illustrative is a crucial part of sales enablement for your sales force. To properly enable your sales team, everything you provide should be easily presented, understood and duplicated across your whole team.

When you enable your sales staff, you are empowering your whole team with everything they need to be successful. Sending your team with the same information, tools, and resources can also help you to predict sales results easier because of improved consistency.

Instead of just a few talented all-stars, Sales empowerment gives everyone the opportunity to be a productive team player. While talent for sales will always play a factor in the success of anyone in the business, consistent materials and a system of sales enablement will create more consistency and success across the team.

What Sales Enablement Looks Like

If you are going to provide your sales team with everything they need to be more effective for themselves and your company, your focus has to be on the buyer and not your salesperson. This is because the salesperson already knows how great the product or service is, and they don’t have to be sold. You have to provide them with everything the buyer needs to make a well-informed decision. When you know and understand this, you are enabling your sales force to do their jobs effectively and more efficiently.

Adequate Training is a crucial Part of Sales Enablement

Your sales force must be the experts in everything they present to the customer. Every resource and tool provided must be operated seamlessly with no hesitation by the sales team. They are the face of the company to the buyer, and as such, any hesitation or uncertainty will be beyond devastating to the buyer. Ensuring your sales force knows how to use any and all tools and resources with adequate and ongoing training is a major part of sales enablement. This also includes technical support whenever and wherever necessary.

Understanding the Procedure

Your sales team needs to know what resources they are able and not able to use. These materials should be rolled-out to the team and reused by any number of individuals.

The sales process shouldn’t be left up to chance, or solely based upon what an individual put together. Well researched and developed sales materials will benefit your entire organization and as such, your team should be expected to use them with fidelity.

Pushing Sales Enablement into Action

Some of the best practices for putting a plan of sales enablement into action includes identifying what materials you want them to make available to your buyers. What kind of information do they need to provide, and in what detail? Beyond materials, a focus on training that also looks at the practices of high performing sales professionals should also be included. Look at your overall training program and give it an upgrade if it is found to be ineffective or inconsistent.

Consider the content you are providing your sales team. Is the quality of the content high? Look to improve the variety of materials presented to buyers with a digital format that can be shared on a large scale basis. Do you have a strong social media presence that your sales team can tap buyers into? Providing them with current and modern tools to meet buyers where they are is a strong part of the sales enablement process.

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