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Mike Lieberman, CEO and Chief Revenue ScientistThu, Oct 27, 2016 4 min read

Follow These 3 Sales Enablement Strategies to Increase Sales

{}It’s a new era for salespeople. Are you sure your staff can keep up? While salespeople used to walk into meetings armed with some brief details and intuition alone, prospects aren’t willing to accept unprepared reps and aggressive tactics anymore. Many tools let you learn about your customers so you can tailor your sales strategies to their needs, and if you’re not using them, you can be sure that your competition is. Unless you want to see your leads swiped out from under you, you’ll need to adapt to this new way of doing business. 

Today, sales enablement is the name of the game. The term is ambiguous, but it generally refers to software, techniques, and principles that salespeople can use to sell to modern clients. Businesses that use these methods know that customers want care and convenience from their service providers, not bluster and bravado. When you implement sales enablement and start hitting higher quotas, you’ll understand it too. Read on to find out how this proven approach can revolutionize your sales department.

1. Establish Sales Personas and Map Out the Buying Process

When you want to increase sales, don’t ask yourself about what your customers want to buy. Instead, ask who they are. A lead’s interests at this moment may not reflect what they’ll need down the line. Your relationship with a potential customer isn’t a sprint—it’s a marathon. You need repeat business to sustain your business, and it can also lead to testimonials that will increase your credibility among other buyers. 

You can foster these recurring purchases with sales personas and a detailed understanding of your lead’s buying process. The former uses characteristics of companies similar to your lead to make a composite sketch of their identity and interests. The latter helps you anticipate what obstacles a prospect may face before signing with you, allowing you to remove them before they become a problem. Both make the sales process easier for both you and your potential buyer, making that long-term relationship more likely.

2. Make Sure Your Departments Are Well-Staffed

Bear in mind, “well-staffed” doesn’t necessarily mean you need to hire more people. It’s more about using your resources effectively so that you can balance your daily operations with an overarching strategy. This could involve adding staff, but it could also mean taking measures to make existing salespeople more effective. 

If some of your salespeople that can’t quite make their quotas every month, sales enablement tools can help them cater to their clients better. This will still benefit your bottom line and increase sales, but it will also boost morale in your office and nurture sellers that may just need a little development. With the help of sales training and software, you can turn your underwhelming staff into your top performers.

3. Invest in Sales Coaching

Many people mistake sales enablement with training, and while they share some similarities, the former is ultimately a lot broader. If you look at sales enablement as a Venn diagram, it forms a big circle that contains smaller circles such as business strategies, analysis, content creation, and many more. Still, coaching has an important role in enablement, and it can’t be left out of the process. 

When salespeople try to learn through webinars or online tutorials, they don’t get the necessary engagement to actually learn. Coaching removes distractions and allows your team to interact with the instructor and with each other. It fosters camaraderie among your salespeople while giving them the updated selling techniques they need to thrive in an inbound world.


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.