What do you think it takes to close a deal? Is it good selling skills, a positive attitude, or just luck? Or something else?
Yeah, those are a few attributes of successful sales reps and GTM teams. But it doesn’t mean you become overdependent on these characteristics. A growing number of businesses are incorporating a sales enablement process to equip their sales teams with all the required resources and information to close more deals.
That’s what Gartner says: “Sales enablement is the process of providing the sales organization with the information, content, and tools that help salespeople sell more effectively.”
Successful components of sales enablement have a huge impact on your business. It involves providing high value to your customers and increasing the conversion rates, by enabling your sales reps with key insights to close the deal. The whole sales process has become a common function.
Here’s how Gartner puts it: “Sales enablement has rapidly evolved into a strategic, go-to-market function. What was once the responsibility of product marketing, sales operations, or of a single sales trainer, sales enablement is now supported by dedicated teams funded within the sales organization.”
Statistics say 76% of organizations experience about 6-20% growth in their sales as a result of sales enablement. Also, organizations with sales enablement achieve a 49% win rate on their forecasted deals, compared to 42.5% for businesses without it.
That’s why sales enablement is absolutely necessary for the success of any sales and revenue organization. But it must have some essential components.
Here at Aviso, we believe that a win-win sales enablement strategy must have at least these five components:
- A complete plan for learning and coaching
- Up to date content
- The right tools and technology
- Strategic initiatives aligned to business goals
- Sales performance metrics
Component #1: A complete plan for learning and coaching
For components of sales enablement to be really effective in your GTM organization, you’ll need a robust learning and coaching process. Create a complete plan for the onboarding of sales reps that focuses on continuous learning.
By implementing a learning process, your sales reps will develop the right soft skills and learn what’s needed to close a deal. They’ll understand your products, target markets, and buyer personas in detail.
Post onboarding, your sales reps require regular learning sessions, either through face-to-face meetings, videos, or online modules, to sharpen their business acumen and remain competitive. Other than that, sales coaching provides sales reps with continuous feedback and the right guidance to show stellar performance.
As a sales leader, you’ll need to keep a hawk’s eye on your team’s activities and jump in at the right time with the required coaching sessions. Your sales reps need coaching while closing a deal, not when their learning calendar says. Annual training calendars are a thing of the past. Coaching on demand will make your sales teams more successful.
Component #2: Up to date content
Content is a very important part of a successful sales enablement strategy. That’s because sales reps must provide value at each step of their interaction with customers, and for that, they must be armed with the right content. In addition, the content must be easily accessible to them.
Content usually includes customized email templates, product description sheets, whitepapers, blog posts, and customer success stories. The more relevant and up-to-date content sales reps have at their fingertips, the more confident and prepared they’ll be in dealing with their clients and prospects, build trust and relationships, and close the deal.
Component #3: The right tools and technology
Though it’s possible to achieve desired results from a sales enablement strategy without using any tools, we’ll not advise it. That’s because there are a wealth of tools available that can change the game for your sales reps, without wasting their valuable time.
The market is flooded with thousands of such tools and technology platforms that boast to support your sales processes. Few examples are CRM tools, sales management tools, coaching tools, collaboration tools, and so on. Each tool offers different features and functionalities, and not every tool is meant for everyone.
Choosing the right technology will help your sales reps close more deals by working efficiently and reducing the sales cycle. Invest in tools that suit your sales process, and actually reduce the burden of your sales reps instead of increasing their workload.
Component #4: Strategic initiatives aligned to business goals
A successful sales enablement strategy must be aligned with your organization’s vision and goals. You may have the best of coaching, content, and tools, but nothing will matter if your strategy isn’t aligned with your business goals.
For that, you’ll need to devise a well-thought-out strategy that includes key initiatives you need to take. You must take into account the unique attributes of your sales team and buyer personas. Just to give you an example, if you know at what stage of the sales process your sales reps struggle the most, it’ll help you provide the right coaching, or prepare the right content, or provide the right tool.
So, make sure you have real and meaningful talks with your sales reps to identify areas where they need the most support. You can also prepare a complete sales playbook document that covers everything your sales reps need, as a part of your sales enablement strategy.
Component #5: Sales performance metrics
Finally, a sales enablement strategy is incomplete without metrics.
Well-defined sales performance metrics help you identify where your sales reps need the most help – coaching, tools, or content. Metrics also enable you to completely overhaul your existing strategy, just in case it doesn’t work out.
Few examples of sales metrics are:
- Average deals size
- Win rate
- Sales productivity of rep/team
- Average length of sales cycle
Metrics are useful to track and analyze how well your sales business is doing and to know what’s working well for you and whatnot.
Ready to put these components into place?