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Generating sales excellence through sales enablement

Three common flaws in Sales Enablement efforts

The sales team is often viewed as the bedrock of a business, without them there is no revenue! So organisations nowadays often invest in their own sales enablement strategy and team to provide much needed support for their salespeople in terms of training, systems and tools and field support when appropriate. But it is often this sales enablement strategy and the department’s approach that has the most visible flaws. There are three issues which are we find are particularly common:

  • A lack of deliberate connection between key aspects of sales support information – with so many individual elements to the sales process, from pipelines, training, marketing and CRM, it can be difficult to connect the different silos of information and leaves field sales staff struggling to make use of all the ‘information and tools designed to help’.
  • Too much information to use – this one is common after mergers and acquisitions or when a company has a lot of strings to its bow. Lots of different sales messages, key product and marketing info with differing use methodologies can make the information complex and confusing.
  • A disconnect between sales strategy, field enablement resources and expectations of use – often the sales team management struggle to adapt to new ways of working, choosing to stick to what has worked for them in the past, rather than using what they’ve been provided with. This effectively means there’s multiple approaches to selling, rather than one solid strategy being adhered to.

So, you’ve employed the best sales team around and they need to be fully up to speed on exactly what they’re selling, the benefits of the product, your company and its USP. You’ve also invested thousands in training but your sales teams are just not performing. It’s time to start thinking about your sales enablement approach; does your sales team have all the information and the tools they need, provided in a way to help them sell most effectively?

What is sales enablement?

In simple terms, it’s providing sales teams with everything they need to successfully make a sale. This can take many different forms, but often only information is considered. Tools such as cloud CRM systems, facilities which allow contracts to be digitally shared or even signed off-site and content or literature to help make a sale are all necessary elements.

It’s important to consider sales enablement from the point of view of both the customer and the sales person, anticipating what both parties need is essential to a smooth process and makes the job of the sales person more straight forward – being caught out with a trick question or not being able to fulfil the customers’ demands becomes a thing of the past – removing much of the pressure from sales situations.

Intent vs execution

Of course it’s not always as simple as putting a sales enablement strategy in place and seeing the business’ bottom line rocket. More often than not, the organisations intent and the individuals execution differ – we all know we should exercise more and eat healthy, but few of us actually consistently do! This can happen for a whole number of reasons, the strategy may not accurately reflect the sales process, the team may not have the skillset required to execute it, communication of the strategy may not be adequate etc

We often experience sales enablement teams with good intent and a real focus on providing specific training and tools to the sales teams. But there is little evidence of strategic thinking and an overall vision for sales enablement linked to the organisational sales strategy overall. Working more closely with the sales team, to develop and implement an overall sales enablement strategy will insure that the gap between intent and execution is as little as possible.

Next steps post training

Training is critical to performance in business, just like it is in sport. But it doesn’t stop when the course finishes or the exam has been passed, putting the training into practice is the critical next step which is often overlooked. If you think of training in the same way as strategy, the execution part is missing. This is where sales enablement becomes essential.

High performing, sales people need the right tools, information and support to do their job – regardless of the training they’ve had. Equipping them with all these things will enable them to apply their training and perform to the highest possible level.

Providing support

Just because the product and the process remains the same, doesn’t mean you should stop supporting your sales team. People, technology and your competitors change, so listening to your sales team, understanding their challenges and responding to them should be a continuous process as part of your sales enablement strategy.

In order for your sales team to stay on task when pressure is high, and perform to optimum level they need to be equipped with the correct information and tools. Without these elements their ability to think clearly, stay in control and perform to their best ability is impaired, leaving them working under pressure but not able to provide the best sales engagement and approach for potential or existing customers.

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You can choose to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. This may prevent you from taking full advantage of the website..

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Changes to this Cookie Policy

6.1 We may alter this Cookie Policy at any time. If We do so, details of the changes will be highlighted at the top of this page. Any such changes will become binding on you on your first use of Our Site after the changes have been made. You are therefore advised to check this page from time to time.

6.2 In the event of any conflict between the current version of this Cookie Policy and any previous version(s), the provisions current and in effect shall prevail unless it is expressly stated otherwise.

7. Further Information

7.1 If you would like to know more about how We use Cookies, please contact Us at gazing@gazing.com, by telephone on 020 8568 0298 or by post at 80 Crown Road, St Margarets, Twickenham, Middlesex TW1 3ER.

7.2 For more information about privacy, data protection and our terms and conditions, please visit the following:

7.2.1 Privacy Policy

7.2.2 Terms and Conditions