Your sales enablement vision should be 2020
Sales enablement isn’t too hard to wrap your head round, the clue is in the name. But remote sales enablement, now that can be a bit trickier. With remote working, there are a number of new obstacles when prepping your salespeople for success. Not least the worry that your ice-to-an-eskimo sales type might not have the same charm through a webcam.
So you’ve got to help your salespeople out more than before. And it all comes down to a few simple things.
A natural starting point with sales enablement is to really nail the training. Often sales teams fall victim to casual, over-coffee onboarding, or ad-hoc revisits of sales resources. And we all know you can do better than that.
Instead, define your sales strategy, formalise the approach, and prep your salespeople from day one, providing them with the resources they need to do their job. Understand the needs of your customer, provide a mission statement or a scope, assign duties and responsibilities, and make sure you’re all on the same page.
With all this spelt out from day one, it gives everyone something to refer back to when growing or adapting a strategy. What worked, what didn’t work, how you’re changing for the future and why. Seems simple right? That’s because it is.
Content with your content?
65% of marketers can’t quantitatively demonstrate the impact of their content, and that’s kind of a problem. If you can’t measure how well (or how badly) your content has done, there’s not really much point doing it.
The thing is you probably produce a lot of content, all packed full of juicy data and insights, and you’re not taking advantage of it. But well executed content management can help you figure out what’s great about what you produce, why it’s successful, when, and what’s relevant for your customers.
‘One of our clients found that only 20% of the content that was being delivered to sales was actually being viewed by the customer. So they decided to double down on the video content, as that was the medium that was being most used by their clients.’ – Ed Major, Showpad
You’ll also learn about cadence, which will help identify when and where to use content, and how often tools and resources are visited.
With your team not sitting around you at the moment, ‘annoying little questions’ like where files are go unasked, and unanswered. It might seem like the bleedin’ obvious, but centralising these resources and making them ‘there’ and easy to find, will honestly prove invaluable.
Sales enablement savvy? Not yet you’re not
Don’t think you’re done yet – sales enablement is never ‘done’. It’s not really something you can bang out on a few calls: sales enablement needs ongoing, year-round attention.
Think of it like a new puppy. You’re not gonna leave Rex to his own devices after you’ve laid down the law, he needs pointers on how to live his best life.
And just like Rex will change over time, so will buyer habits, consumer behaviours, and (as we’ve found this year) so will pretty much the world in general. So obviously your sales strategy should shift accordingly.
Ongoing mentoring, training and sharing best practices, as well as revisits and reevaluations, should all be a part of your approach to sales. As should role playing sessions, certifications, accreditations and on-the-job learning. It’s all about the way you communicate these, in person or remotely, making sure expectations are set early, and continued throughout the year.
You’ll quickly notice the impact sales enablement will have, in both obvious and surprising places.
Mark Corrigan may have failed with the ‘unworkable’ Project Zeus in fusing sales and marketing, but one thing sales enablement will certainly do is align them. Spelling out the strategy is a collaborative process between both teams, with marketing helping sales succeed, and sales bringing home the bacon using marketing’s resources.
The structure and strategy that sales enablement demands will also promote training and development for your staff, with clearer opportunities to influence and involve themselves in the long-term strategy.
And to spin the old cliché once more, sales enablement will undoubtedly streamline your sales process. Reevaluating the way sales works will help you find the bits that bang, and the fluff that flops, leaving more time for salespeople to do what they do best.
And that’s really there all is to it: enabling your salespeople to succeed. No brainer right?