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Mike Lieberman, CEO and Chief Revenue ScientistTue, Nov 8, 2016 4 min read

How Sales Enablement Will Transform Your Sales Process

{}Your sales process says a lot about your company. Your values, your services, and the ways you interact with customers are all on display for the world to see. Making a positive impression during these stages is important, so you need to ask yourself about the messages you want to send to your prospects. How will your methods reflect the brand you want consumers to buy? 

If you’re not sure about the impact you have on your leads, or you don’t know how you can paint a positive picture of your sales procedures, you should consider investing in sales enablement. It equips your team with the platforms and best practices that will allow them to thrive in an environment dominated by web-based sales and marketing. This will fundamentally change your sales strategies, allowing your team to work more efficiently and effectively. If you want your process to reflect an innovative brand that serves customers’ needs, you need to incorporate sales enablement immediately.

Say Goodbye to Obtrusive Techniques

If you’re still stuck in old selling habits, you may be alienating prospects without even knowing it. Consumers don’t have to put up with the same sales pressures anymore, and they realize this. Mobile and online shopping gives them more control over their purchasing decisions, so when they come up against a pushy pitch, they often won’t stand for it. Salespeople who rely on outdated techniques like cold calling will find themselves shut out as a result. 

Sales enablement gives your team the soft skills they need to foster trust in a prospect. The procedure enhances interpersonal skills so your staff will interact with leads in a civil manner. If you can establish a warm relationship off the bat, you’ll be more likely to retain a prospect until you can make a sale.

You Can Build off of Inbound Marketing Efforts

Inbound marketing is a godsend for merchants everywhere. They no longer have to spend money on expensive advertisements that don’t appeal to half of their audiences. Instead, they can leverage their website, blog content, and social media feeds as promotional items that bring interested customers right to them. 

But here’s the catch: inbound marketing relies on nurturing leads, so if an untrained salesperson comes in to close the deal, they may disrupt the entire plan. Sales enablement trains your salespeople to use many of the same tools and methods as inbound marketers, making the process smoother for prospects.

Your Sales Are an Extension of Your Brand

Social and inbound selling methods have become standard in many industries, and they’re valuable tools to have in your arsenal. Like inbound marketing, these approaches rely on free or inexpensive tools like social media or web platforms to appeal to customers. While these may sound like marketing tools, your staff also needs to know how to use these tools in a sales environment. 

When your salespeople use these tools in a sales process, they take advantage of a brand’s reputation to draw in customers. They can actively foster this brand by producing content and sharing it on social media or in nurturing campaigns. If they share it with the right people, the audience will proceed through the sales funnel quickly. 

Speaking of the sales funnel…

You’ll Close Deals Quickly and Easily

Getting a lead stuck in the sales cycle is frustrating. You’ll either need to devote more resources to winning them around or cut your losses altogether. Thankfully, sales enablement will make this problem less common. It teaches your salespeople to use analytics tools, allowing them to find prospects that are nearly ready to buy. More transactions will be quick and easy with a strong sales enablement strategy.


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.