Why Your Sales Enablement Strategy Should be Constantly Evolving

Leander Woodbridge
16 January 2019

Are you in the process of putting together a sales enablement strategy for your company?

Perhaps you already have one, but are wondering if it’s as effective as it needs to be. Wherever you are in the sales enablement process, one thing’s for certain; your sales enablement strategy should be constantly evolving.

Why? Well, because everything else is. Your industry is a constantly changing landscape, and your customers face new trends and challenges every day.

As interactive touchscreen specialists, sales enablement is one of the key things we help our clients with. Below, we’re going to talk you through some of the best ways to keep your sales enablement strategy evolving, and why you need to.

Keep the book open on your content – and your customers

Good content management is one of the keys to effective sales enablement. But it’s not just about keeping your content organised and easily accessible for your sales team (although that’s a big part of it).

You also want to ensure your content’s regularly updated so that you’re delivering not only the most up-to-date information for your brand, but also the most relevant content for your customers.

Acknowledge the current trends and challenges they’re facing, and come up with fresh content such as blog posts, videos, downloadable pdfs, white papers, competitor comparisons and more.

And just like you should keep tabs on your content, you should also keep a close eye on your customers – in other words, your buyer personas.

It’s almost guaranteed you’ve got a file on what who their customers are, their likes, dislikes and interests; this is something you should constantly be adding to, in order to come up with the best, most engaging content they’re going to love.

Otherwise, you could miss the mark and your sales enablement strategy won’t be as effective.

Use an interactive sales tool you can keep updated 

There are so many benefits of interactive sales tools (like touchscreens or presentations) that your entire team can use. They help unify your content, showcase your solutions in a visual way and keep your customers engaged and entertained.

However, another benefit (which connects to our point above) is that you can keep it updated using a custom CMS or a platform such as Showpad or Learncore. Just be sure to check with your interactive touchscreen specialist, agency or developer that this will be possible, early on in the design process.

You’ll also have to talk through the logistics, such as where you’ll be updating your sales tool from, whether there’ll be internet access or whether you’ll need a content management system built into the touchscreen experience itself.

We’ve actually written a blog post about how you can keep the content on an interactive touchscreen fresh and up-to-date, so that you can continue to use it as a long-term investment your entire sales team can benefit from.

TIP: You can even keep the content on an interactive touchscreen updated from anywhere in the world – which is great if you have various teams working across different locations.

Review your strategy every three months 

Just like any strategy, it’s important to monitor your progress by tracking and analysing your data. Then, you can adapt and evolve your sales enablement processes based on what’s working, and what’s not.

Again, this is where an interactive sales tool can come in handy, as it’s a great way to keep track of your content metrics and adjust accordingly based on the number of views, shares, time spent viewing your content, and the number of downloads your content has initiated.

TIP: We’ve gone into more detail about how you can measure the success of an interactive touchscreen in this blog post.

Not to mention the ways your content has actually helped you acquire new customers! Metrics like these are vital for fine-tuning your strategy moving forward, but it’s always a good idea to limit forward-planning to three months in the future – much can change in that time, allowing you to be responsive and adaptive to new situations as they arise.

Don’t forget to acquire feedback from the most important piece of the puzzle in all this – your sales team! They should be able to see first-hand how prospects react to content and which they respond best to in different sales scenarios.

One final thought…

Any good sales enablement strategy has many working parts, from content and fancy sales enablement tools and tech, to ensuring your sales team are properly trained up and familiar with the latest, most up-to-date content for your brand.

At the end of the day, it’s about empowering your team by giving them absolutely everything they could possibly need to make those all-important sales. And in a world where there’s no longer such a thing as a USP, they’re going to need all the help they can get.

As an interactive agency, we specialise in developing interactive sales tools that are not only engaging and persuasive, but also intuitive and easy for sales teams to use. They become an integral part of the sales enablement process, and allow for showcasing relevant, regularly updated content that can also be tracked.

TIP: To give you a better idea, here are five of the best sales benefits of an interactive touchscreen.

Want to know more about what’s possible with an interactive sales tool? Get in touch with us. We read and reply to every message we receive, and we’d love to hear from you.

Leander Woodbridge
Marketing Director
 
If you’ve got an idea and want to chat it through then just get in touch. Or give us a call 🤙 on 0117 329 1712.
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