Wondering why so many people in B2B sales are talking about investing in sales enablement right now?
With as much as 60% of companies now including some type of sales enablement into their workflow to allow their sales team to work more efficiently, you’re probably thinking that it’s definitely something worth looking into.
But why is it needed in the first place? What’s the motivation behind it?
TIP: Check out our blog to find out more about how sales enablement is actually defined.
If you’re lucky enough to think your sales team are doing an absolutely great job as it is, that doesn’t mean that given the right tools and training, they can’t improve and feel empowered to sell more effectively than ever before.
As a specialist B2B sales focused creative technology business, what we do is intrinsically linked to sales enablement.
With that in mind, we’ve gone into a bit more detail about some of the main reasons why you might want to invest in sales enablement.
1. Your sales team can’t find the right content
Now, this may sound like it’s not that big a problem. However, a recent study by Aberdeen.com highlighted that on average, sales reps spend five working days every month searching for the relevant content they need to make a sale. What a waste!
Imagine if they only had a better platform to manage all of that lovely content, so that it was all in one, central place. The time saved spent doing other more productive tasks – or even making more sales – would be more than worth it!
2. You’re constantly having to micro-manage your sales team
If you’re feeling like this, and it seems like a constant struggle having to ensure everybody is using the latest and consistent content and not making their own sales decks. It could be a good idea to consolidate all of your content into one, universal presentation or interactive sales tool.
3. You aren’t sure if your content is effective
How do you track the effectiveness of the content your sales team are using, what are customers most interested in?
Sales enablement platforms provide a more accurate picture by providing analytics and tracking how buyers are using your content, and the information they’re most interested in. For instance, you’ll be able to see how long someone spent in a slide, reading content or watching a video.
You can even use analytics to get a better idea of which content resonates most with your customers, and use that to your advantage. Especially with interactive sales content!
4. Your sales productivity is low
Regardless of the stage you’re at with your business, ensuring your teams work efficiently should be a priority. If your sales team’s productivity is low, there’s usually a good reason behind it. For instance, are they having to wade through reams of content to find what they need? Is the content they do find targetted and customer-centric? Does it help them articulate your value effectively?
Perhaps your sales processes could do with a rethink – in which case, sales enablement is probably the way to go, as this focuses on taking a more holistic view to your processes and how each piece in the puzzle can aid the rest, using tools such as content management systems.
5. Your sales training is inconsistent and slow
Sometimes, if sales could do with a boost, it’s important to look at the foundations you’re building your sales team on. Are there holes in your sales training? Are some reps not spending as much time on training as they should be?
Sales enablement helps to ensure you’re getting your team off to the best possible start so that they will have all the knowledge, skills – and content they need to make the most of sales opportunities.
6. You’re not providing content when your customers need it
A vital element of content marketing is about providing the right information at the right time. If your team have all the right information, it may be a case of not knowing when to use it – which again boils down to looking at your sales process.
Once you’ve taken the time to dig deep and take a closer look at the content you have, and how your team is using it, you should start to get a better idea of where you can make improvements as part of your sales enablement program.
One final thought…
Investing in sales enablement can help you deal with some of the most common issues above, which is why sales enablement seems to be on everyone’s lips these days. And in a world where expectations in the boardroom are soaring, it doesn’t hurt to give your team all the help they can get.
Having specialised in interactive sales tools for a few years now, we’ve seen first-hand the difference good sales enablement tools and content management can make to your team.
Not only does sales enablement empower them with all the right content to deliver at the right time, but it also means they have the best chance of engaging and having meaningful sales conversations.
Interested in finding out more? We’re always happy to have a cha, discuss a potential project or idea without any hard sell. Alternatively sign up to our newsletter or join us on LinkedIn to keep updated on our latest projects.
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