It’s no secret that communication is a key factor to a company’s success. This is especially true for the Sales Team, which is why solidifying your sales enablement strategy generates more sales leads for the company. You might be thinking, “what exactly IS sales enablement?” Sales enablement is an internal function within a company that works to help salespeople be as efficient and successful in their efforts to sell to potential buyers.

This means building a strategy that streamlines the selling process from start to finish. Sales reps should have access to the necessary tools and content as well as the proper knowledge and processes to help maximize every sales opportunity. The number one goal is supporting the sales team in improving sales productivity and driving revenue.

Helping salespeople find, connect, and engage with buyers relies on communication both internally and consumer-facing. Here are GROWL’s five tips to help you streamline your sales enablement strategy:

1 Communication between teams

Your marketing team and sales team should always have solid communication, but, if you are revamping your sales enablement, it is crucial that these two communicate efficiently from the very beginning of the project. The marketing team will play the role of developing marketing materials for the company that can fit the specific needs of the target audience. Thus, ensuring that the sales team has the appropriate materials right out of the gate, and a reliable point of communication to help boost sales.

Not only should communication between the marketing and sales teams be solidified, but communication between management and the sales team must be examined. Expectations should be relayed upfront and a line of communication established for high priority questions and needs that are contingent on making a sale.

2 Team training and development

Whether you are hiring new salespeople, or you already have a solid team, take the time to invest in building your teams’ skillset. Providing ample training will help them be successful in selling your company’s product or services.

In order for your sales team to be successful, they should be able to talk about your company and its products knowledgeably. They must know how to position products and provide value to prospects, and how to differentiate it from competitors.

This can be done with your team through hosting internal workshops or training seminars, one-on-one coaching or mentoring, and regular check-ins to understand needs and keep up with changes as they come.

3 Assets/collateral must be accessible to the Sales Team

The sales team must have access to any collateral necessary to make a sale. Different materials may be needed at the various stages of the sales process, which is why team communication is so important.

For example, a prospect may ask for an ROI Analysis or another similar document to share with their CFO, so the sales team should have an organized collection of related materials that could assist with sales. Then, if there is a request for something new, they should be able to request and receive that information in a timely manner to help secure the sale.

The content for sales enablement can come in all different forms. The three most common types are:

Ungated: Such as blog posts or podcasts that don’t require a form completion to access.

Gated: This includes eBooks or whitepapers that require submission form to access the full document.

Vaulted: This is content that is only accessible internally or by sharing a specific link to a prospect outside the organization.

Understand what the specific needs are of the sales team at each step in the customer purchasing process and you will be off to a great start to have the material ready for your team.

4 Reliable tech tools and data tracking

Utilize a reliable customer relationship management software (CRM) to help track your prospects and store necessary information. Your sales team should have an understanding of the prospect before they go in for the sale. All prospects will have different experience and knowledge levels, understanding their singularities will help create better relationships and make the sale.

You can also utilize these tools to track when a prospect was last contacted and why they chose not to proceed in the purchasing process. This information will help your sales team communicate with each prospect according to their particular needs and anticipate questions they might have.

5 Provide feedback for growth

As mentioned before, communication is key. Keep talking to your team to provide feedback and ways that they can self-reflect upon a sales call and set personal goals for improvement. Creating a healthy relationship between managers and the sales team will promote a positive culture, and have a positive impact for both departments.

Though it may seem like a daunting task to revamp your sales enablement strategy, doing so will pay off in the long run. The key is to communicate, educate, and provide the necessary tools for your team success.

Need help enhancing your company’s sales enablement strategy? Contact the GROWL Team today!

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