The intertwining of marketing and sales funnels is reshaping how we approach business, especially in sales. The concept of Sales Enablement, which bridges the gap between marketing and sales while generating revenue, has become crucial. It’s vital to align these initiatives for the success of both departments.

What is Sales Enablement?

Sales Enablement refers to the strategic use of technology to remove roadblocks for both sales representatives and prospects, with the aim of accelerating the sales cycle and simplifying the buyer’s journey. It involves equipping Sales Teams with the tools, content, information, and automation to engage effectively with customers, enhancing their ability to close deals faster and streamline the overall sales process.

Sales Enablement

As a marketer, I recognize the significance of marketing efforts. However, depending on the scenario, the sales team often impacts prospects more intensely due to direct, personal communication. This is particularly true once prospects move beyond permission-based marketing or make direct contact. In this evolving environment, having a strategic plan for approaching prospects from a sales perspective is increasingly important. Every touchpoint in the sales cycle, which can be as lengthy as the marketing cycle, determines whether you’re progressing towards a meeting with the prospect or if they’re disengaging entirely.

Organizations see a significant impact on sales as a result of sales enablement; 76% of organizations see an increase in sales between 6% to 20%.

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To inch closer to that crucial meeting, consider these sales enablement tips:

Tip 1: Understand Prospect Learning Styles and Personality Traits

Sales and marketing alignment can help your company become 67% better at closing deals.

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People absorb information differently, primarily through auditory, visual, and kinesthetic learning styles.

• Auditory: If your prospect seems to learn by hearing what you say, include podcasts, social links, or videos in your proposal. These are the content mediums that will resonate with this type of prospect.
• Visual: If your prospect seems to respond more with graphs, charts, or pictures, you have a visual learner on your hands. This is the most prominent type of learner. Multiple content types appeal to this learner – videos, infographics, ebooks, whitepapers, images, etc. If you show the prospect what you’re about, they will understand and emphasize what you’re saying more.
• Kinesthetic: Finally, some learners learn by doing. This is a bit harder to handle from a content marketing perspective, but it can be done. They want a how-to guide or content that instructs them. Whitepapers, ebooks, videos, and webinars focused on accomplishing something are suitable for this type of prospect. Showing expertise and providing that knowledge to them is crucial.

Understanding your prospect’s personality and learning style is vital to the sales enablement process to reduce confusion and set expectations that the prospect fully understands.

Tip 2: Understand Your Buyer’s Purchase Decision Process

42% of sales reps feel they don’t have enough information before making a call.

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It’s also crucial to recognize that purchasing decisions in a company are often made collectively. While specific individuals may have more influence, it’s essential to appeal to multiple parties involved in the decision-making process. Identifying how your product or service benefits different personas within the company, such as marketing, sales, operations, and executives, is essential.

Increasingly, businesses are using question-based CTAs to drive engagement on their websites. This approach aligns with the trend that individuals make decisions based on personal benefits. Crafting content that addresses the needs and perspectives of different personas within a company can be more persuasive in team decision-making scenarios.

Sales enablement today requires a multifaceted approach, considering the diverse learning styles and decision-making structures within prospective companies. By tailoring your approach to your prospects’ specific needs and preferences, you can effectively navigate the complex sales and marketing funnel, leading to successful conversions and lasting business relationships.

Tip 3: Understand Sales Enablement Technology

High performing sales teams use nearly three times more sales technology than underperforming teams, freeing them from process-heavy tasks and giving them more time to actually sell.

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Technology is a critical factor in today’s world. By providing your sales team with the right tools, they can focus on the right prospects, remove technological roadblocks, automate inefficient processes, and provide a greater buying experience for the prospect. Here are ten key sales enablement technologies:

• Customer Relationship Management (CRM) Systems: CRM systems are pivotal in managing customer interactions and data throughout the customer lifecycle. They help sales teams organize leads, track sales progress, and maintain customer records efficiently, accelerating sales by providing a centralized platform for managing sales activities.
• Sales Intelligence Tools: These tools gather and analyze data on potential customers, offering insights into buying patterns, industry trends, and company data. Sales intelligence tools enable sales teams to target their efforts more effectively, reducing time spent on unqualified leads and focusing on those with a higher conversion potential.
• Sales Automation Platforms: Automation platforms streamline repetitive tasks such as email follow-ups, scheduling meetings, and updating sales records. By automating these tasks, sales teams can focus more on selling and less on administrative work, thus speeding up the sales cycle.
• Content Management Systems: Content management systems organize and store sales materials like presentations, brochures, and case studies. They ensure sales teams have quick and easy access to the most current and relevant materials, enhancing their ability to respond to prospect inquiries rapidly and accurately.
• Sales Analytics and Reporting Tools: These tools provide critical insights into sales performance, customer behavior, and market trends. By analyzing data from sales activities, these tools help sales teams make informed decisions, optimize strategies, and identify areas for improvement, leading to more efficient and effective sales processes.
• Social Selling Platforms: Leveraging social media networks, these platforms allow sales teams to connect with prospects, engage in conversations, and build relationships. Social selling platforms help identify potential leads and understand their needs and interests, significantly shortening the sales cycle.
• E-Signature and Document Automation: E-signature and document automation tools simplify the proposal and contract process by allowing digital signing and automatic document generation. This technology reduces the turnaround time for contracts and agreements, accelerating the sales process’s closing phase.
• Training and Coaching Tools: These tools assist in continuously training and developing sales teams. Providing resources for skill enhancement and best practice sharing ensures sales teams are well-equipped to handle various sales scenarios effectively and efficiently.
• Predictive Sales Analytics: Predictive analytics use historical data and AI algorithms to forecast future sales trends and customer behaviors. This forward-looking approach enables sales teams to anticipate customer needs and tailor their strategies accordingly, leading to faster and more successful sales outcomes.
• Sales Enablement Platforms: These are an all-in-one solution combining several of the above functionalities. They provide a unified interface for managing various aspects of the sales process, from content management to training and analytics, thus streamlining sales operations and enhancing overall efficiency.

Each technology plays a critical role in optimizing and accelerating the sales process. Organizations can significantly enhance their sales enablement strategies by implementing the right combination of these tools, increasing sales efficiency and effectiveness.

©2023 DK New Media, LLC, All rights reserved.

Originally Published on Martech Zone: Sales Enablement Tips and Technology