Sales Enablement Strategy to Help Your Sales Team

How to incorporate sales enablement on your website (and why)

Selling is hard.

That’s why it’s essential to prepare for every possible customer interaction — from a long phone call to a quick shopping cart purchase. For businesses running lean, sales enablement is everything.

Sales enablement is the backbone that keeps your business running. It’s a powerful tool that, when done right, can revolutionize the sales process. For example, real-time messaging in eCommerce allows brands to connect with customers quickly—overcoming any miscommunication or frustration and turning website visitors into actual orders.

Why is sales enablement important?

Businesses have lots of moving parts, and we expect salespeople to be involved in every one of them. From the first contact with a prospect to the actual sale, your company needs its salespeople to know everything that happens along the way. While leads and sales opportunities offer a vital revenue stream, we can lose them without the right tools to convert them.

Sales enablement marketing strategies: how to help your sales team

Sales enablement can be a tricky thing. One minute, you’re helping your team grow their skills and sell smarter. Next, you’re pouring over market trends and gathering data to inform your business decisions.

A sales enablement platform gives you access to all the tools you need to power your entire sales process—from top-notch training materials to curated content—in one place.

But which one is suitable for your company?

It all comes down to figuring out which tools, tactics and processes will help your sales team sell the most products.

Will it be a CRM system, a training course or a new pricing model?

Here’s a list of sales enablement strategies to look for when choosing the best platform.

1. Content hubs

Sales enablement will help your team focus on the most pressing needs of your customers. By creating a content hub for your salespeople on your website, you’ll guarantee that they have the information and tools they need to thrive. That includes access to product information, industry updates and customer case studies.

A sales enablement platform allows you to do more than just curate content—it also supports multiple editors that companies can easily customize to their organization’s selling style. This means sales reps are better able to stay on top of industry news without compromising their own productivity.

2. Case studies

Customer case studies help educate potential customers about the value of your product. They’re persuasive pieces of content that show off your product in action. The right case study can make an impression on a new prospect and put you on the road to a successful sale.

Uses for case studies include:

  • Highlighting your company’s strengths so that you outshine the competition.
  • Showcasing products, services, employees or your entire business.
  • Using videos to tell customers about your products. Videos are much more effective than images or copy alone—and they’re also more engaging for your audience.
  • Inspiring your customers to come up with great ideas for case studies on their own. Collaboration can be a very effective strategy in marketing.

Consider outsourcing case study production as a way to produce more case studies faster. Case studies are one of the most effective ways for businesses to showcase their products in action and generate more leads.

3. Email campaigns

One-click follow-up email sequences are an investment in your sales team members and your business. They enable more efficient communication, productivity and governance, so it’s important to plan them well from the start.

4. Automated prospecting

Automated prospecting is a great way to get people’s attention and make your sales team more efficient—but it can also be costly and ineffective if done poorly.

5. CRM targeting

Sell more by using CRM to deliver personalized content. When you know where your contacts are in the sales cycle, you can tailor your customer communication accordingly.

Create a simple email of relevant information based on what they need at a specific moment. Nurture contacts with helpful blog posts or industry discussion forums. Engage with them when they’re ready to interact more deeply.

6. Device integration

Good sales enablement solutions provide a cloud-based and device-agnostic platform for sales team members. This means that salespeople can access all of their files in real-time, regardless of their location and the device they’re on.

7. Standardized reporting

Your sales team needs to keep up on the latest industry news and trends, no matter where they are. Here are some sales enablement strategies that standardized reporting can quickly improve:

  • Tracking sales leads. Compile leads across many sales touchpoints.
  • Conversion optimization. Update the process to make it more pleasant and efficient in order to improve conversion rates.
  • Analytics-based automation. Make automation smarter by using data to identify patterns and make sense of it all.

To get the most out of your data, it’s important to agree on a set of standardized sales reports. Without the right tools, it’s easy to lose track of important information.

8. Lead scoring

A lead scoring system helps salespeople prioritize leads and streamline the sales process. Impress new customers with a high-quality customer experience and reduce customer churn by building trust and making them aware of your brand story.

A good lead qualification strategy consists of:

  • Creating good questions that will prompt the customer to think about what they want.
  • Reviewing the answers to see if they match what you are selling.
  • Eliminating questions that will disqualify good leads.
  • Eliminating bad prospects by asking multiple questions.
  • Following up with possible leads.

Having the right customer relationship management software (CRM) tools in place will help you track and manage your leads. This systematic way of qualifying incoming leads (lead scoring system) makes sure that the shape and size of your “leads bucket” fit the rest of the marketing funnel (geographic reach).

No one wants to visit a company that nags them into making purchases. That’s why you want your sales process to flow smoothly and seamlessly. With so many choices out there, the process of figuring out what you need can seem complicated.

By working with experts who specialize in building captivating sales enablement systems, you’ll find the perfect solution for your brand’s specific situation. Ready to get started? Contact Brown Bag Marketing today to get the ball rolling.