Sales scripts, product sheets, one-pagers, email templates, and presentations. The list of sales enablement tools seems endless in today’s business world. But creating these assets can be a total waste of time if you don’t have a unified sales enablement strategy. A strategy capitalizes on your business’ strengths and engages your ideal customers and sales reps, improving the performance and productivity of your sales team. But before you can craft the perfect strategy it’s important to take a step back and impartially assess your processes, practices, technologies, and tools to create a strategy that works for you.
Focus on the Right Customers
Time is money; you don’t have the time or the money to waste on bad clients. You know the type, the ones that drain all your time and resources with very little return. To focus your strategy on closing the right customers, leverage inbound marketing to bring your ideal customers to you. By publishing and sharing content that appeals specifically to your ideal clients, inbound marketing engages your dream customers and keeps you top-of-mind. One of the biggest advantages of inbound marketing is that it saves your sales reps time by providing them with high quality, sales-ready leads so they can spend the extra time upfront vetting potential buyers for fit and future upsell opportunities. Prioritizing your ideal customers in the pipeline enables your team to close the most lucrative deals. In some cases, quality is more important than quantity; free up your time for valuable customers.
Optimize Your Sales Team
Your sales team shouldn’t operate in a vacuum. All too often marketing departments develop sales enablement tools that go completely unused. Typical sales reps either don’t recognize the value of the resources or simply don’t remember where to find them, so they create half-assed content to send to potential buyers, resulting in both wasted time and lost revenue. Optimal reps, on the other hand, understand how to leverage content throughout the sales process and see how it fits into the overall company strategy. They keep track of sales analytics and maintain clean contacts in your CRM because they recognize marketing uses this data to inform marketing campaigns and content creation. To see the biggest return on your sales enablement strategy, you need buy-in from all departments, including your sales reps.
Shorten the Sales Cycle
Leveraging a sound strategy can increase efficiency among your sales teams and shorten the sales cycle. When marketing has a clear picture of the buyer’s path-to-purchase, they can then create relevant content for each stage of the buyer’s journey which the sales team can use to nurture leads. Getting relevant content into the hands of the right people at the right time leads customers through the buyer’s journey and shortens the sales cycle, giving your sales team more time close more deals.
Get an Outside Perspective
It’s easy to become blind to our weaknesses, bringing in a fresh pair of eyes can help you identify obstacles blocking your success. Chuck Mache was a management consultant with a proven track record of building sales organizations and an understanding of the competitive landscape and ever-changing technology of the cloud communications industry, making him the most sought after management consultant in the channel. Chuck worked with solution providers to identify internal and external barriers keeping them from hitting their goals and helped them build a strategy for next level results. Alongside his clients, he developed plans that emphasize sales teams’ strengths and found ways to improve upon weak areas. Even if you have all the resources to apply a sales enablement strategy, it can be difficult connect all the dots. Bringing in an expert with an outside perspective can help you create a culture of sales enablement throughout your organization.
You can’t be all things to all people, or customers for that matter. Building a sales enablement strategy that focuses on your strengths as an organization and engages the right customers can increase efficiencies in your sales teams and drive revenue.
It can be difficult to find the time for strategic planning among the competing priorities of running a business. Need assistance in developing a sales enablement strategy for your business? We can help. Give us a call or email firstname.lastname@example.org.