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Mike Lieberman, CEO and Chief Revenue ScientistTue, Nov 1, 2016 5 min read

5 Things about Sales Enablement Your Boss Wants You to Know

{}Many sales people are averse to change. We get it. You’ve refined your selling strategies over many years. You’re comfortable with the methods and techniques that you use. You don’t want someone to come in, shake things up, and force you to change every little thing you do. And you might feel like that’s what your boss is getting you into when he says he’s invested in sales enablement for the team.

But the truth is sales enablement can do great things for you. Here’s what your boss wants you to know about it.

1. It’s a Necessity in Sales Today

Veteran sales people are the most likely to want to stick with the status quo. They think that the way they sell has worked for them for years, so why change now?

But sales enablement is a necessity in sales today. Those tried-and-true methods that you’re used to using might soon become completely ineffective. Some already are. They might be doing more harm than good.

The customer’s role in the sales process has shifted, the way they shop has changed, and the way they buy is totally different as well. Technology, global economics, and many other factors will continue to drive more changes. It’s critical to be able to adapt to the new reality and to learn to match the way customers shop in order to stay profitable now and in the future.

2. Your Role Has Changed

You might not realize it, but your role has changed. You’re no longer just a sales person. You need to be a consultant. You need to be a subject matter expert in your industry. You need to be the problem solver for clients. You need to be the seller of solutions.

You need to update your selling tactics to match your new role. Do you know how to increase your thought leadership? Build trust? Boost your credibility? Offer the best solutions to match buyers’ specific needs? Solve problems that clients might not even know they have?

Sales enablement will help you do so. You’ll be surprised at how much more effective you’ll become as a seller when you become what your buyers want from a sales person.

3. It Will Drive Productivity

Do you really like inputting data, generating reports, and performing other menial and tedious tasks manually? Probably not. You probably think that these administrative tasks are a waste of your time. Because, in truth, they are.

Sales enablement can help you eliminate all of this manual tedious work, so you can get back to selling 100%. Isn’t that what you’ve always wanted? You’ll be equipped with, and trained on, the best sales enablement tools and technologies that will be able to take the administrative burden off of your shoulders.

4. It Will Allow for a Better Relationship with Marketing

Who cares, right? Wrong. You might not realize just how beneficial it will be for you to have a strong relationship with marketing. We know that you usually have competing goals and objectives, but when you put those aside and learn to collaborate and work as one team, you’ll benefit from increased sales.

Marketing has a ton of content that you can use to engage with buyers and close deals. Marketers also have lead intelligence that can help you have more effective communications with prospects. By collaborating with them, you’ll gain access to this content and intelligence. Plus, you’ll be able to give your feedback, which in turn will help marketing create better campaigns that generate better leads for you. Sales and marketing alignment is a win-win.

5. It Will Increase Sales

Sales enablement, at its core, is built to improve your sales performance. Today’s inbound customers are vastly different than buyers of the past. Learning the techniques and strategies that work best to sell to them, learning how to have more engaging conversations, and learning how to improve the customer experience will all result in increased sales for you. You can’t complain about that, right?


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.