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The basics of sales enablement

You have laid out your sales strategy perfectly and know who and how to target your ideal audience, but do you have the resources? You will need salespeople, content to send out to your ideal audience through the sales funnel, and education for your salespeople to use the resources and their skills to successfully get your audience to buy from you. Let’s look at the basics of sales enablement.

Sales enablement is divided into two sections. The first section is the resources made available to your sales team to encourage and entice your audience to buy from you. The second section is about how you train and motivate your sales team to succeed in reaching their KPIs successfully every month.

In the first section, the sales team works with the marketing team to design collateral which can be used in their sales efforts. This would be images and text for social media, case studies, brochures, email copy and any other collateral which would encourage clients to move further down the sales funnel. By having information which has a standard presentation through all touchpoints in your business; you will build trust and recognition for your brand. Here are six common types of content to work on:

  1. Customer stories: By getting feedback from customers who love your work, you can create content to share how your products solved your customer’s pain points.
  2. Product slide decks: These decks will help your salespeople to share their knowledge about the market trends, challenges and how your products can help to solve the challenges.
  3. E-books: These are documents for customers to help them learn more about your product and trends in the market. They are usually downloadable guides for customers to help them with the challenges they may have in their area of work.
  4. Specifications sheet: This is a document which gives the basic information about the product. They explain the use cases, the features, and the results you can get from the product.
  5. Product demos: These are videos or presentations that show the product in action.
  6. Competitor intelligence: This is a document about who the competitors are and how they may impact the sale of your product or service.

In the second section of sales enablement, we look at the technology you can use to make the salesperson’s job easier and the training you offer to use the collateral you have created. The technology tools which sales managers should consider are:

  • A customer relationships management tool: This will ensure the data about a customer is kept in one place and whoever deals with the customer has a clear understanding of where the customer is in the sales funnel. Hubspot has a good CRM tool for small businesses.
  • An analytics tool: To ensure the steps you are taking in your sales process are good, you need to analyse them. By using a good analytical tool, you can see where you need to improve. Google Analytics is a good place to start.
  • A learning tool: You need to educate your staff on your products, new market trends, and sales methods. By using a learning tool, you can gamify the learning experience which will make it more enjoyable, and you can use it when onboarding new staff members into your business.

By implementing these two sections, you will be well on your way to using sales enablement in your business.

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