Anyone in sales knows that the sales process is rarely linear. For major purchases, in particular, customers require regular, value-adding touchpoints to aid the decision-making process. From changing markets and buying habits to aggressive growth goals, sales have become ultra-competitive. Without a proven, collaborative, and adaptive sales strategy, many businesses lose leads throughout the customer journey.
Sales enablement helps prevent these losses. Even better, it’s a proactive approach to sales that delivers results. Why? Where traditional sales strategies are simply focused on lead generation, sales enablement is rooted in creating effective sales processes.
These include training and coaching, using modern tools and software, and crafting content for every customer segment. Most importantly, it keeps sales and marketing teams aligned, so insights and feedback are exchanged and used to optimize the customer journey.
Ultimately, a sales enablement strategy is aimed at increased sales through productive and value-adding sales processes. It fosters a culture of constant learning and collaboration, empowering sales and marketing teams to share revenue goals and milestones. Here’s how:
There are lots of moving parts in every sale — and a good sales enablement strategy accounts for all these. Sales enablement relies on a strong communication feedback loop to align sales, marketing, customer service, and product or brand management teams. Together, these intersecting teams drive productivity and revenue through improved customer experiences.
Who are your target customers? What are their demographic and psychographic characteristics? Sales enablement starts with identifying who you’re selling to, so sales teams can sell effectively.
Buyer personas are archetypes of your ideal customer. Sales and marketing teams can collaborate to identify who these customers are, and align content development and lead nurturing strategies from that point. With clear buyer personas, marketing teams can develop content for optimal conversion, and sales teams can leverage these insights into their buying habits to guide conversations and touchpoints.
Sales enablement requires paying attention to the customer journey. Sales and marketing teams need to look at customers’ decision-making processes to identify what moves the purchase along, replicate effective strategies, and address bottlenecks.
This means looking at the sales funnel to determine how customers find your brand and what information they look for, what content formats best resonate with them, and how they decide between two products. Next, track progress for lead generation and lead nurturing, and employ tools such as a CRM for marketing automation.
Different types of customers respond to different marketing offers. Sales enablement cultivates a customer-centric mindset, meaning all your sales and marketing materials should be developed based on customers’ buying preferences and motivations. A collaborative content development process allows both teams to exchange ideas and insights, ultimately enriching the customer journey to move the purchase along.
Similarly, different sales enablement solutions should be applied accordingly. Beyond content, it’s important to consider what mediums and channels customers respond to and engage in. Sales teams can provide insights on which channels they engage the most customers on, such as mobile apps, social media, chatbots and more, then build out phone or video conferencing touchpoints from there.
Aside from aligning sales and marketing, it’s important to expand sales enablement strategies broadly throughout your company. Foster collaboration with customer care, and product and brand management teams to generate more insights and ensure that feedback is circulated widely.
For example, customer care teams can share valuable insights from existing customers, which can inform content strategy. By bringing teams together through sales enablement, you can create a culture of learning, knowledge sharing, and teamwork towards a shared goal.
When was the last time you reviewed your sales processes? Start with sales enablement guided by our experts. Consultus Digital offers full-service enablement solutions, from strategy to implementation, and continuous learning. Take a peek into our process:
Struggling to reach the right customers and close needs? Consultus Digital can help with a full-service sales enablement strategy and industry-leading software. Let’s talk about your sales process, strategy, and revenue goals.
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