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Mike Lieberman, CEO and Chief Revenue ScientistThu, Nov 17, 2016 5 min read

5 Things You Didn’t Know About Sales Enablement

{}If you aren’t familiar with sales enablement, you’re not alone. This new method remains a mystery to plenty of companies, and it’s hard to define what it even entails. The approach involves many different techniques and tools, and it can vary from agency to agency depending on specific needs. As a result, almost everyone still has a lot to learn about the sales enablement strategies that best suit their businesses. 

And they need to learn fast. Enablement isn’t simple, and it requires planning and resources to actually work. Despite these challenges, it offers companies unprecedented value. The right strategy will increase revenues and streamline your marketing and sales efforts, so in many ways, enablement is the key to your organization’s continued success. 

Still, you can’t implement sales enablement if you don’t know anything about it. Here are five facts about sales enablement that might still be new to you.

1. It Will Help You Sell in a Changing Marketplace

You can’t deny that today’s business environment is different than it was even five years ago. More people are shopping online using mobile devices, and consumers’ buying habits have changed. The days of cold calling and expensive advertising are but a distant dream, and if your salespeople haven’t adapted to these changes, you’re in for a rude awakening. 

Sales enablement will help snap you out of it. All of your employees’ sales approaches may have fallen out from under them, but with some assistance, they can find a new foothold. Modern problems call for modern solutions, and enablement will help you find these answers.

2. Your Sales Team Will Be Less Aggressive

Your salespeople need to possess empathy for your prospects before they can make an effective sale. Think about it: if you were considering a purchase and a sales representative started hectoring you, would you stand for it or would you go elsewhere? Consumers seem to have more choice than ever before, so if you alienate them with aggressive tactics, they’ll quickly abandon you. 

Many salespeople resort to tough selling methods when they feel they have no other option. Sales enablement will give them more tools with which to work, so they won’t feel backed into a corner as often. This will help your salespeople maintain friendly relationships with customers, resulting in more sales.

3. It Gives Your Staff More Resources

Your team has little chance of success if it doesn’t know how to use every resource to its advantage. From analytics tools to buyer personas, there are so many more supplies available today than there were just a few years ago. If you want to boost your staff’s capabilities and help them reach their full potential, you need to take advantage of the right resources. Examine your options and see which enablement platforms can best help your business.

4. It Teaches Your Team to Work Alongside Inbound Marketing Efforts

Inbound marketing saves your entire organization a lot of legwork. It brings customers to your website instead of sending your salespeople to them. This complements the way people buy in today’s market and brings you clients that are already most of the way through the buying cycle. 

But the whole thing falls apart if your salespeople aren’t properly trained. Enablement teaches your team to work with marketing. When all is said and done, your salespeople and marketers will be able to send valuable information back and forth, resulting in greater efficiency.

5. It Increases Morale   

If your employees can’t meet their quotas, they probably feel a great deal of pressure to improve their performance. While this may seem like an excellent motivator, it can actually hurt their output and long-term satisfaction. Enablement gives your staff everything they need to be able to perform up to standard, so you won’t have to worry about any negative energy.


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.