89% of sales calls provide no value to buyers, according to Forrester Research. This may sound harsh, but just think about the sales calls where reps provide redundant information that prospects have already acquired through their own research. Opportunities to communicate value and redefine prospects’ vision for your product are missed.
This is a problem. And it requires a sales enablement strategy to really arm reps with the content and confidence they need to have a GREAT sales conversation.
So how do you define your sales enablement strategy?
These five questions from the free eBook, Sales Enablement for Dummies, will help you get started.
#1. What are our content needs? An effective sales enablement strategy involves determining the content that succeeds, so that you can produce more of it to support your training and engage prospects. What kind of content do reps find most valuable? What resonates best with buyers? What are the gaps you need to fill? Do you have a system in place to create the right content quickly and effectively?
Message to stakeholders: This strategy will ensure we have engaging content to share for all selling situations—and the tools we need to develop it.
#2. How will we communicate value at every stage of the sales process? An effective sales enablement strategy should involve creating and delivering content in context with every stage of the sales process. Do you have that kind of content now and can it be found?
Message to stakeholders: This strategy will enable reps to become more productive. They’ll be able to find the right prospecting material when they need it, establish trust, and win the sale.
#3. How will sales reps access the resources they need?
An effective sales enablement strategy should determine where and how reps will find learning and selling materials. A system that integrates with your company’s CRM (for example, Salesforce.com), would enable you to provide content and training in a place salespeople are already familiar with, so they can find what they need quickly without having to search other systems or locations.
Message to stakeholders: This strategy will help streamline our content organization and delivery processes. If we use our CRM, for example, we will be further enabling effective sales activities and making it a place reps want to spend more time.
#4. Who will be responsible for the sales enablement process? An effective sales enablement strategy designates managers to drive the process—ensuring that the system is being used properly and that all standards are maintained. Do you currently have people who are directly responsible for this, or do you assume everyone will pitch in to help?
Message to stakeholders: This strategy will identify managers to steer the ship to ensure your sales enablement plan stays on course, and to answer any questions along the way.
#5. How will we measure success? An effective sales enablement strategy puts the right metrics in place to ensure that you know which content and tactics are most effective, and to allow you to track each rep’s success at every stage of the sales cycle so you’ll know what works and what doesn’t.
Message to stakeholders: This strategy will allow us to identify the sales approaches that really work, so we can promote best practices, increase productivity of underperforming reps, and improve win rates.