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Mike Lieberman, CEO and Chief Revenue ScientistThu, Feb 9, 2017 5 min read

Why Is Sales Enablement Important?

{}You’ve probably heard about sales enablement a lot lately. You probably know that, at its core, it’s a strategic approach to enhancing sales efficiency, productivity, and performance in order to increase sales. You might know about the numerous interrelated activities that it encompasses, like sales coaching and training, tools and tech, data analysis, and content generation. But even with all of your knowledge, you may still not completely understand exactly why it’s important or why you need it. You might think it’s just a new buzzword, a trend, a passing fad that you can avoid investing into.

Nothing could be further from the truth. The fact is sales enablement is vitally important to sales success—and overall business success—today. Here’s why.

Buyer Behaviours Have Changed—And Your Sales People Need to Adapt

You have no doubt realized that the internet has flipped sales onto its head. Now, your buyers have more access to content than ever before. They can find out virtually anything they need to know online, whether it’s a product’s features, its price, or its benefits. They no longer need sales people to give them access to this information. They’re in control. They’re informed.

Because buyer behaviours have changed so drastically, sales needs to adapt. Your sales people can no longer continue to use old-school sales tactics. They can’t be aggressive or manipulative. They can’t cold call and interrupt people’s days. They can’t even contact a lead at the wrong time for risk of pushing them away.

Sales enablement can help your sales people adapt their selling to the way people buy today. It can equip them with new inbound selling knowledge, best practices, and sales strategies that will actually work in the 21st century. It will help them be in tune with today’s buyers, so they can connect, build relationships, gain trust, and close deals.

If you continue to use outdated sales tactics, if you don’t update your sales process, and if you don’t adapt to buyer behaviours, your company will continuously struggle to close deals now and in the future.

Your Inbound Marketing Efforts Will Be Lackluster without It

In today’s business environment, sales and marketing need to become one entity. It’s proven that when these two teams work together, sales improve. It’s also critical that your sales people understand inbound sales and new buyer behaviours in order to continue the inbound experience for all customers. Just imagine how a lead would feel if they were to be cared for and nurtured at the beginning of the buyer’s journey, only to be aggressively manipulated and pressured into a sale at the end of the cycle. It wouldn’t work.

As you know, it doesn’t matter how many leads your marketers convert and nurture if your sales people don’t know how to close them effectively. They won’t turn into sales. These leads will be wasted time, effort, and money. Sales enablement will help improve your inbound marketing efforts and increase ROI by making sure everyone is on the same page, with the same goals, strategies, and mindsets.

It’ll Reduce Turnover

Sales turnover is a killer in business. You depend on your sales people to close deals and bring in revenue. And that’s very hard to do if they’re constantly quitting and you have to onboard and train new sales reps constantly. Plus, turnover is also incredibly expensive, which can negatively affect your bottom line.

But if your sales people are having trouble meeting their sales targets, their morale and confidence will dip. They’ll lose motivation. And they won’t be happy. If they can’t close deals, they’ll go work elsewhere.

Sales enablement can help curb this costly and ineffective turnover by adequately preparing your sales people to sell successfully in the digital age and by helping you update your sales process. It will also improve your onboarding process to ensure that your new reps are ready and able to sell quickly. If your sales reps are closing deals right, left, and centre due to their new inbound selling knowledge, sales process, and strategies, they’ll be more likely to stay at your company.


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.