Today, 80 percent of organizations with sales teams of ten or more reps use sales enablement practices; however, many aren’t seeing results.
When handling sales enablement in house, best practices often aren’t used. The program isn’t strategic or customer centric. Metrics aren’t tracked or analyzed. The right tools aren’t implemented. The investment and buy-in required for success isn’t there.
Sales enablement can and will improve your business and boost your bottom line. But only when best practices are used.
1. Create the Right Content and Make It Accessible
Did you knowsales reps spend four to six hours a week searching for content for their prospective buyers? In addition, 80 percent of content created for sales goes unused.
This isn’t efficient. Sales reps should be spending their time selling, not searching for content.
Your business should create a centralized content library for sales reps. This will not only cut down on wasted time, but it will ensure sales reps have the content they need to gain trust and credibility during the sales process and to convince prospects to buy. A content library will help your sales people sell more in less time.
2. Invest in Inbound Marketing
Inbound marketing and sales enablement go hand in hand. Your reps should be closing deals, not prospecting. There’s simply not enough time in a day for them to do both. With inbound marketing, you can ensure your reps have all the leads they need in the pipeline. With inbound, your marketers will attract consumers to your brand, convert them into leads, and nurture those leads till they’re ready to be handed off to the sales team.
This will make it easier for reps to close deals in less time, allowing for a boost in revenue and a healthier bottom line for your business.
3. Commit to Ongoing Training
Ongoing sales training is necessary to ensure sales success. If your business is only implementing annual training, it’s time for a change!
Ongoing sales training and coaching can help ensure your reps are always up to date on the latest selling techniques and tactics. It will help them adapt to the new way customers buy. It will motivate them to perform better and will enhance their confidence. In the end, ongoing coaching and training will improve sales, which is why it’s one of the top enablement best practices.
Posted By Author 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.