Sales enablementis – in its simplest definition – a strategic process. We can define all the processes that drive the sales team’s performance and speed to the maximum as sales enablement. As a dynamic process, sales enablementdoes not consist of the steps or scenarios that the sales representatives can use as a guide in the sales management and sales cycle. Instead, sales enablement supports the sales representatives in closing sales by following an integrated strategy.
Closing a sale requires an effective strategy developed for that purpose. And sales representatives need to be offered content and resources to increase the team’s efficiency. As such, sales people should be provided with relevant content that will engage the prospective customers across the purchasing journey. This is how sales representatives can be prepared to assess the potential and close a sale.
When sales teams have access to accurate information at the right time – and better yet, in real time – their performance improves, and they can seize sales opportunities as well. The sales representatives are able to engage with the customer by leveraging contextual content and drive sales opportunities, facilitating sales management. And involving the customer in the process improves relationship management.
Sales enablement is not just about the sales people or sales teams, and we need to consider the buyer in the sales process as well. Since the focus of the seller is always on the field, we should provide the sales team with relevant, up-to-date information about the customer to manage their sales performance. And the sales team should be able to use these resources and information effectively. Sales training programs and technological guidance can transform the resources into beneficial tools.
3 Key Benefits of Sales Enablement
Sales enablement will benefit the sales teams when it is introduced and executed with an effective strategy. This is because determining a strategy can have a positive impact on the productivity and performance of the sales team. When sales people are provided with the resources, content and training through a salesenablementprocess, they will engage much better with the customer and will not have difficulty managing the sales relationship. Sales representatives who can manage the persuasion process effectively facilitate the buyer’s purchasing behavior.
“Knowledge” Should Be Used For Sales Enablement Efforts
As told in sales trainings, knowledge is key in sales management. The more informed the sales team is about the potential buyers, the more they can succeed, or close the sale. Being informed about the buyer makes it possible for the sales team to be involved in the purchasing process and deliver compelling arguments, identify the pain spots, and offer insights and solutions to benefit the customer. Even though each buyer demonstrates different behaviors, sales teams that communicate effectively can achieve efficient sales and improve their sales performance.
Reps Can Manage Sales Prospects Effectively
Sales people spend a considerable amount of time not only on generating leads but also solving the problems of active customers and ensuring sales continuity. They make phone calls, send emails and visit customers. All of these efforts are aimed at sustaining sales, managing customer relationships well, and ensuring the continuity of the sales enablement process.
On the other hand, sales teams do not wish to waste their precious time making cold calls for the random chance of selling. Wasting time with a customer that they are not knowledgeable about, whether the buyer is promising or not, is something that would demotivate sales people. This is where sales enablement comes in and allows the sales teams to generate customer-specific knowledge, insights and value. By leveraging customer date accurately, they can spend their precious time on sales prospects with real potential.
Enables Personalized Customer Relations
A customer’s communication with the sales rep is vital. Therefore, sales people should be able to leverage their insights to personalize their relationships with the buyers. Sales teams that know the customer’s needs and easily generate solutions for their problems will be able to make the buyer feel valued and leave a positive impression.
Sales enablement helps the sales teams in personalizing customer relationships. Personalizing a process that involves developing meaningful relationships and making the customer feel like “the people I work with know me and address my problems” also improves the odds of closing a sale.
