Sales enablement works hand in hand with employees and prospective clients. This is because clients are given the tools to reach each touch point on the flywheel.
With the right resources and a robust sales enablement process, you can guide more leads through the buyer's journey. So how do you ensure your sales team has the right resources? Below GROWL maps out how sales enablement can positively impact your business.
What Is Sales Enablement
Sales enablement provides your sales and marketing team with the tools and resources they need to close deals, such as a social media outreach process, case studies, or tech stacks. These tools and resources range from knowledge about your product to the basic information necessary to guide prospective buyers into the flywheel. Integrating the sales and marketing team is important, as sales enablement is multifaceted, meaning the process relies heavily on those working in and out of sales. More specifically, sales enablement allows marketing to provide content and information to the sales department, so both teams can work together to identify any gaps or missing materials throughout the buyers' journey. This strategy also allows the two departments to collaborate to determine when an MQL (marketing-qualified lead) can be handed off to sales as an SQL (sales-qualified lead).
Empowering Your Sales Team
By empowering your sales team with the right resources and tools, your team can sell a product more efficiently while making the prospective buyer feel confident in their decision.
Your prospective buyer will feel confident in their buyer journey and recommend your product or service to their colleagues with minimal sales nudging. The key is to provide the right content, resources, and tools at the right time.
Your sales enablement strategy should include consistent messaging and sales tools across online channels and sales personnel. These resources should be readily available and articulate that you understand your potential buyer's pain points and how your product or service can solve them. An essential question throughout the development process is what job is the customer trying to do with your product or service?
Creating A Sales Enablement Strategy
Your sales enablement strategy should outline and highlight your business's approach to providing resources to your marketing and sales team. It is important to tailor your strategy to your specific team, to accurately and effectively target your key audience to close more deals.
Here are a few tools to create a robust sales enablement strategy for your team and potential buyers:
Calculators – Develop a tool that would show numerical benefits such as increased revenue, improved efficiency, and dollars saved.
Diagnostic – This helps buyers uncover hidden pain points.
Simulators – Show buyers how your solution would work within their company.
Quizzes – Help customers identify pain points and recommend solutions.
Chatbots – Guide customers to and through the information they want.
Owning Your Strategy
Your sales and marketing team must create a streamlined sales enablement strategy so potential buyers can comfortably communicate with the experts in your company. Potential buyers may want to connect via text, email, or a video conference call; options help move the buyer through the process.
Help your buyers feel like winners with a robust sales enablement strategy, and you will be one of the top B2B sellers.
Need help building your sales enablement strategy? Contact the GROWL team today.