Sales enablement may be a term used in larger, metrics-focused organizations. It’s not typically something small-to-mid-sized business leaders may know or care about. So what is it and why is it important for companies of all sizes?
Why is it important? When a system for accomplishing a task is identified and worked consistently, efficiency is gained, the desired outcome is achieved more easily, and you can replicate the outcome over and over again.
Depending on your business, you most likely have defined processes for accounting, manufacturing process, finance, customer service, purchasing, product development, human resources, and logistics. Do you have the same defined systems and processes identified for your sales function?
While applying the same sort of systemic approach to sales may seem too challenging, sales enablement doesn’t need to be complicated. The pieces of the sales enablement strategy for a small company can be as simple as reps knowing:
Why should people buy your product or service
The why goes beyond knowing product features. It’s knowing how those product features matter to your prospects and buyers. Reps who clearly understand the value in solving a problem, capturing an opportunity, and addressing a buyer’s want or need with your solution are more confident, and offer less discounting.
What to do
Reps can fill their days with reactive contacts and “busy work.” When they know the defined sales process with clear steps to a sale, it becomes their roadmap or GPS to effectively achieving their goals.
How to sell
For tenured reps, sales skills can become stale. They may start taking short cuts or become complacent. Effective sales training helpful sales meetings, maintain their productivity and keep them sharp. For rookies, save the time and money wasted through trial and error by equipping them with sales skills. Whether they are experienced or not, training reps in how your company sells is critical to your brand.
Reps who are engaged and feel valued are better able to sell at top levels. They need to know that you, your organization, and their customers value them.
Sufficient training to effectively use your CRM, content, website, and all the various tools available help them become more efficient and productive. This starts with understanding the value of each of the tools for them, the company, and the customer.
Provide clarity on available marketing materials and the support available for implementing marketing ideas in their territory so reps can easily integrate these resources into their sales process.
Metrics matter: clear compensation, sales results, and evaluation plans help the rep focus on what is most important. Tie the metrics into “What’s in it for Them.” This isn’t just about money; not everyone is motivated solely by money. Know what motivates each rep on your team and continually support the compensation, recognition, and other rewards important to Them.
There you have it, five simple yet effective steps for sales enablement in your small company. They are the “Keep It Simple Stupid” path to sales growth, profitability, and a more secure future.
Nancy Bleeke, President of Sales Pro Insider, Inc., makes your people her business. Our mission is to equip every person in your organization with the skills, process, and will to make each of their stakeholder conversations count. Productive and efficient conversations increase sales, improve customer loyalty, and retain engaged employees.
Find out more about Nancy Bleeke on LinkedIn
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