Sales reps always default to what is easiest. They’re not lazy—but they do have a demanding job. And any way that you can make it easier for them is much appreciated. That’s the role of sales enablement.
Picture water running down a mountain weaving around the obstacles. Sales enablement is pushing boulders out of the way to give the water a clear path.
So what the heck does that mean? Here are some examples:
Suppose that you’ve just created a great piece of marketing content and you want reps to send it out. You have to make it easy. Write the email template for them and make it accessible within Salesforce.com (or your CRM of choice).
If you want reps to follow a new process. You have to make it easy. Don’t give them a 5-page description of what has changed; send them 5 simple steps that they can follow.
Simply put, reps don’t have the time or the patience to figure things out if they’re not quick and easy. Their job—reaching the right people and having the right conversations—is hard enough. Make everything else as easy as possible, and you’ll get the desired results.