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Mike Lieberman, CEO and Chief Revenue ScientistTue, Nov 29, 2016 4 min read

3 Reasons Why Sales Enablement Appeals to Today’s Buyers

{}Today’s buyers aren’t like they used to be. With the internet at their disposal, they have more choice in how they shop for goods and services. They can also take advantage of increased competition, so if you don’t provide them with the customer experience they desire, they can turn around and find an outlet that will. Any slight on your business’s reputation can also come back to haunt you, as online reviews preserve your past reputation like a prehistoric insect trapped in amber. So how can your salespeople appeal to buyers that have more options, more information, and more power than ever before? 

The answer lies with sales enablement. These programs and strategies give your salespeople all the approaches they need to win over modern consumers. Need to develop a friendlier approach? Enablement can teach you how to do it. Not sure how to stand out from the competition? Enablement has the tools you need. Got a regrettable service history? Enablement will make sure it doesn’t weigh you down. With these tools on your side, you’ll never have to worry that you’re out of step with today’s consumer climate ever again.

1. Salespeople Aren’t as Pushy

A big part of sales enablement involves training your customers in the new way of selling. While traditional sales techniques like cold calling have gone the way of the dinosaur, many old practices may still reside in your representatives’ bag of tricks. This is a problem for two reasons. First, customers often consider these approaches to be overly pushy and assertive. If your salespeople come on too strong, they may resent the pressure and walk away. Furthermore, if your sales staff have practiced these techniques for a long time, they may be resistant to break out of their habits. This often makes enablement a difficult sell for managers. 

Thankfully, you can solve both of these problems if you implement sales enablement properly. The process strengthens both hard and soft skills. Your staff will learn how to engage with consumers using web platforms, but they’ll also come to understand how to treat prospects so the sale can continue. If you work with an inbound marketing agency, you can also ensure that your salespeople will receive all the training they need to fully embrace these methods.

2. They Get More Engagement (When They Want It)

When it comes to communication, consumers want it both ways. If you contact them too often, they’ll get annoyed, but if you don’t contact them enough, they’ll feel neglected. You need to seek a happy medium between these two poles, and sales enablement will help you find it. 

Sales enablement helps your workers develop both creative content and social media awareness. The former gives customers prefabricated answers to frequently asked questions, while the latter allows your salespeople to respond to any inquiry a shopper may have. These methods ensure answers will always be a click away from customers.

3. It Tailors the Sales Process to Their Needs

The best salespeople understand their customers’ needs. Sales enablement ensures you don’t have to determine these desires through instinct. Web tools such as customer relationship management (CRM) software allow your sales staff to see the pages your lead visited. They can then create more effective buyer personas to estimate which products a prospect may want. With this information in hand, your team can send leads information about these products that may guide them through the sales process. The right messages will lead to faster sales and happier customers.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.

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