Sales enablement may be a term used in larger, metrics-focused organizations. It’s not typically something small-to-mid-sized business leaders may know or care about.
So what is it and why is it important for the “small guys”?
Sales enablement is a systematic approach to increasing sales rep productivity.
Why is it important? When a system for accomplishing a task is identified and worked consistently, efficiency is gained, the desired outcome is achieved more easily, and you can replicate the outcome over and over again.
Depending on your business, you most likely have defined processes for accounting, manufacturing process, finance, customer service, purchasing, product development, human resources, and logistics. Do you have the same defined systems and processes identified for your sales function?
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While applying the same sort of systemic approach to sales may seem too challenging, sales enablement doesn’t need to be complicated. The pieces of the sales enablement strategy for a small company can be as simple as reps knowing:
- The Why, What, and How for selling in your company.
- Why should people buy your product or service. The why goes beyond knowing product features. It’s knowing how those product features matter to your prospects and buyers. Reps who clearly understand the value in solving a problem, capturing an opportunity, and addressing a buyer’s want or need with your solution are more confident, and offer less discounting.
- What to do. Reps can fill their days with reactive contacts and “busy work.” When they know the defined sales process with clear steps to a sale, it becomes their roadmap or GPS to effectively achieving their goals.
- How to sell. For tenured reps, sales skills can become stale. They may start taking short cuts or become complacent. Effective sales training helpful sales meetings, maintain their productivity and keep them sharp. For rookies, save the time and money wasted through trial and error by equipping them with sales skills. Whether they are experienced or not, training reps in how your company sells is critical to your brand.
- They matter. Reps who are engaged and feel valued are better able to sell at top levels. They need to know that you, your organization, and their customers value them.
- The tools at their disposal. Sufficient training to effectively use your CRM, content, website, and all the various tools available help them become more efficient and productive. This starts with understanding the value of each of the tools for them, the company, and the customer.
- Marketing and sales support available. Provide clarity on available marketing materials and the support available for implementing marketing ideas in their territory so reps can easily integrate these resources into their sales process.
- Metrics for compensation and evaluation. Metrics matter: clear compensation, sales results, and evaluation plans help the rep focus on what is most important. Tie the metrics into “What’s in it for Them.” This isn’t just about money; not everyone is motivated solely by money. Know what motivates each rep on your team and continually support the compensation, recognition, and other rewards important to Them.
There you have it, five simple yet effective steps for sales enablement in your small company. They are the “Keep It Simple Stupid” path to sales growth, profitability, and a more secure future.
Join me now on Andy Paul’s podcast, Accelerate! We have a great conversation about why it’s essential for sales reps to embrace a collaborative approach to selling and how to make that happen. Click here to listen: http://bit.ly/1SIPpHb
It’s a great way to prompt a discussion among your sales team. Ask them to listen and take 15 minutes at your next sales meeting to discuss what collaboration looks like in your world, best practices for making the sales conversation about Them, and how this approach will crush the competition.
Want to see how effective your sales enablement or sales organization is and whether you can make it more effective? You can begin by scheduling time with Nancy Bleeke for a no-obligation consulting conversation www.calendly.com/nancybleeke or use the salesforce grader here.
4 Success Drivers You Need to Know...and Grow
How do you strengthen this "Will" among your sales associates? How does the lack of drive impact your daily life? I discussed this and so much more on a recent virtual training event you can access below. It's valuable information for any business leader who needs to maximize performance of their people to grow their company.
Click here to access the replay.