When it comes to sales enablement there’s no room for complacency. A passive approach to your sales enablement program can risk a negative impact to the bottom line, especially if your competitors are taking a proactive approach to their program.
According to CSO Insights’ 2019 Sales Enablement Study, only 27.5 per cent of sales enablement programs meet or exceed stakeholder expectations. A sobering, but nonetheless important finding to keep front of mind.
For sales enablement to succeed and be deemed successful, activity must be clearly defined and it needs to tie back to your business goals.
Below we outline several tips to help kickstart your sales enablement program.
DELIVER VALUE AT EVERY STAGE OF THE CUSTOMER JOURNEY
Sales begins and ends with the customer, with a focus on delivering value and helping prospects move quickly through the pipeline.
Generic pitches, a lack of research and sharing irrelevant content, all put a strain on the sales team’s potential to build a relationship with buyers.
Understanding and mapping your business’ customer journey is key to your success. Then look for ways to deliver value at every stage with your sales enablement tools.
Every sales rep should be armed with tools that enable them to add value at every touch.
EQUIP YOUR TEAM WITH THE RIGHT TOOLS AND CONTENT
Sales enablement is about giving reps the tools and content they need to add value. You’ll need to break down any silos and work closely with your marketing stakeholders to ensure the right collateral is being created. The list is endless, but it might include:
Ideally, these will be a mixture of evergreen and timely content pieces. Some ideas to help make things very clear when you’re talking to marketing include:
share an example piece
clearly define your audience
clearly outline what you want the audience to think, feel and do
review the piece during the creation process – be involved in sign-off
It’s all well and good having great content – but a good sales enablement strategy needs to include the right channels to share and amplify content at every stage of the customer journey. This might include social media channels like Twitter and LinkedIn Sales Navigator.
Standing out on social media channels favoured by your customers is crucial to getting noticed and for gathering valuable insight. Of course, there’s no use being on social channels if they’re not being properly utilised, so training and providing quality, fresh content regularly are critical to success.
Optimising your teams LinkedIn profile is a great starting point. Of course, this depends on your company seeing value in social media and enabling you and your team to be active on these networks.
It doesn’t mean jumping in and pitching to everyone you connect with – this could be damaging to both your company’s reputation and your personal brand. Instead, connect, comment, like, and ask questions on prospects’ posts to get started.
OFFER VARIETY, PURPOSE AND VALUE ADD
Everyone’s different, and therefore there are many communication channel preferences.
It’s important for your team to communicate with their prospects and existing customers in a manner they prefer.
A great sales enablement plan will include templates, scripts, persona battle cards and anything else that may assist your salespeople in telling your story and communicating with the people that matter.
The key here is to avoid communicating for communication’s sake. Customers and prospects need to see value in the content they receive from you. Don’t send out irrelevant messages for the sake of “touching base”.
Finally, and most importantly, make sure you track how well each piece of content works, so you can adjust your content plan to incorporate more of the good stuff.