Allego defines sales enablement as the ongoing process of maximizing revenue per sales rep by ensuring sellers convey the right concept using the right content throughout each stage of the buying process. The are several essential aspects of sales enablement. These include content, skills training, knowledge, coaching, and tools that ensure your product is sold more effectively.
For anyone beginning a career in sales, this article will provide you with an overview of what sales enablement is, its role within the broader scope of sales and marketing, as well as some common examples of this practice.
What is Sales Enablement?
Sales enablement supports your sales team and provides them with the tools and knowledge they need to succeed. Sales enablement aims to help your sales team sell more, faster, and with less effort. Many companies have implemented sales enablement, which has become more common over the past few years. The best way to think of sales enablement is to imagine your sales team is like an athlete. Athletes need certain things to do their job effectively, such as the right equipment, coaching, and adequate training.
The Importance of Sales Enablement
The sales profession requires continuous investment in training and development. Unlike professions that require a certain skill set that can be learned and applied once, the sales profession requires constant learning. Companies will only survive and thrive if they can sell their product or service to their customer base. Selling, however, is not an easy task. It is a complex process that requires considerable effort and skill and often involves overcoming the objections and concerns of the customer.
How to Achieve Sales Enablement
The best way to achieve sales enablement is through collaboration. It is a process that requires the efforts and inputs of both sales and marketing departments. Sales teams can benefit from sales enablement when they receive the necessary training and tools to sell products effectively. They can also benefit when they work with marketing teams to identify and eliminate any barriers impeding their ability to sell.
Common Examples of Sales Enablement
- Sales Toolkit: The Company provides its salespeople with the necessary tools for selling, such as a product catalog or a customer list.
- Lead Generation: The Company has a plan to generate sales team leads by identifying and attracting potential customers.
- Sales Training: The Company provides training to salespeople on sales skills, product knowledge, and customer engagement.
- Insight into Buyer Behavior: The Company provides insight into the behavior of potential customers, such as the buying process and pain points.
Sales enablement can significantly impact your organization’s sales numbers when done correctly. Therefore, HR departments must ensure new sales hires get introduced to the tools they need to succeed as soon as possible. To be successful, salespeople need to be trained on the tools provided by the company, provided with helpful information about the customers they are trying to engage, and coached on how to use these tools and information to sell a product effectively.
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