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Mike Lieberman, CEO and Chief Revenue ScientistFri, Nov 11, 2016 4 min read

What Your Boss Wants You to Know about Sales Enablement

{}You’ve probably heard about sales enablement before. While you’ve likely heard all of the benefits it can have for your company as a whole, you may still hold doubts. But if you resist this innovative new method, you’re more likely to get lost in the shuffle of a changing business climate. Your boss wants you to know that sales enablement is the way of the future, and you’ll achieve much more if you can understand these three simple facts.

You Don’t Have to Worry About Changing Practices

It’s always difficult to change your ways. If you’ve been a salesperson for a long time, new methods can conflict with your old practices. Why change when you can stick with tried and true practices? 

If you subscribe to this logic, you’re forgetting one big problem: your selling techniques don’t exist in a vacuum. As the world changes around you, your leads’ perception of your techniques will also shift. A practice that customers accepted ten years ago might be considered unbearably rude today. Clients don’t respond to cold calls and outbound advertising in the same way they did before, so when you rely on these techniques to sell, you end up alienating them rather than winning them over. 

With this in mind, you cannot afford to pass on sales enablement. It will teach you everything you need to know about selling in a business environment dominated by inbound practices. With continued training, you’ll be able to easily adapt to new technology and processes, ensuring you never have to worry about making a tough transition to new practices ever again.

You Don’t Have to Put in Unnecessary Legwork

In the previous point, we mentioned how inbound sales methods have made cold calls ineffective, but in some ways, they were always wasteful. Consider how much time you’d spend just to get a potential customer on the phone. While you had to make plenty of calls back in the day, you’ll need to reach out at least eight times on average to reach your desired representative today. Once you speak to them, though, there’s a 98 percent chance you won’t get a follow-up meeting. Why waste that time and energy pursuing people who don’t even want your business? You should invest those resources in people who actually want to buy from you. 

Sales enablement lets you devote this time to techniques that will actually sell to your clients. It works with inbound marketing to draw interested clients to your company, so you don’t have to chase fruitless leads down dead ends anymore. With this extra time, you can learn more about the customers that are actually interested in your products. When you focus on these prospects, you’re more likely to close a deal because they’re usually much further into the sales cycle than other companies.

Customers Will See the Value in Your Work

As a salesperson, you always need to ask yourself one basic question: what can I offer a client that others cannot? While this can apply to your product, it also refers to your conduct in meetings, communications, and more. If a lead can see that you’re dedicated to giving them the right product, they’ll be more likely to shop with you. Sales enablement will boost your soft skills so that you can make a positive impression on your prospects. With these methods, you’ll never appear cold or self-interested. Instead, you’ll gain all the abilities you need to show your customers that you truly care about their wellbeing.


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.