In this post we will look at the benefits of sales enablement. Such as, after implementing a sales enablement strategy companies are seeing higher win rates. They’re also reporting that customers are starting to see them as a trusted partner.
These are just two clear benefits. However the benefits of sales enablement are many and varied, illustrating why it makes perfect sense to take your organisation in this direction. Make sure you check out our in depth guide to sales enablement – Sales Enablement: The secret to predictable sales revenue growth.
So lets outline five key benefits of sales enablement.
1. Sales enablement promotes a consistent message to a buyer
When sales and marketing are misaligned the content prospects receive are inconsistent. And that may make them pause the sales cycle. According to Demand Gen’s 2019 B2B Buyers Survey Report 53% of prospective B2B customers say they halt a decision at least half the time.
A main reason for this is that they didn’t see the differentiation they were looking for, and felt sales didn’t really understand their unique situation.
Sales enablement can help overcome buyer inertia. By offering prospects a seamless, consistent experience and useful relevant content, they’ll have no time to pause and reconsider.
2. Sales and marketing work together to identify the best leads
Traditionally sales and marketing played separate roles and brought different perspectives. Reps provided prospective customers with information about the company, the products and promotions – they were the initial point of contact.
In the digital era the role of the sales team has changed. Customers and prospects can access all kinds of information digitally. Nowadays, the vast majority of the buying decision is made before someone even speaks to a rep: Marketing is the starting point in the sales cycle.
Sales enablement re-integrates sales back into the heart of the sales process. Both sales and marketing need to work together to understand what a qualified lead looks like by creating an Ideal Customer Profile (ICP).
Once the buyer persona is built only qualified leads will be sent to sales to pursue. Then sales can focus on the people more likely to buy from you, and minimise the time spent with people not likely to convert.
3. Sales enablement promotes fast communication
By giving reps quick access to optimised content when they need it they’ll be far better equipped for selling. Having an effective library of content at their disposal means they’ll be able to answer a prospective customer’s questions in a fraction of the time. And this is important because once prospects are in discussions with sales they want those answers quickly.
According to Candace Lun Plotkin at McKinsey
“Customers want speed right through their buying journey. They may deliberate over their choices, but as soon as they interact with a supplier they want answers fast.”
When first talking to clients sales should be thinking more about educating than selling, and content should fit naturally into the sales process. By being helpful rather than giving a prospect ‘a hard sell’ sales can add value and build trust.
4. Sales enablement shortens the sales cycle
Over three quarters of first sales calls will be around similar things. Marcus Sheridan, shares this trend he experienced:
"80% of all the questions that a salesperson gets on a sales appointment are the same questions every time."
By finding out what these questions are, you can add content to your website that addresses them before prospects make that first call. In doing so, you’ve pushed prospects to the next step on the path to purchase; without a rep having to repeat themselves over again, wasting time.
In addition, the more educated prospects are before they talk to sales the more qualified they will be. And the more qualified they are, the easier they will be for sales to convert. It’s a win-win.
5. Sales enablement creates a valuable data loop
As part of a sales enablement strategy sales are encouraged to feed critical metrics on content performance back into the system. Then marketers can act on this data – and create better content to help sales win more deals.
By opting to keep all your data a single platform (like HubSpot) you can increase consistency and save time. From training to content and analytics everything can be seen, transparently from one place.
There are a host of reasons more and more companies are adopting a sales enablement strategy. Not least sales enablement drives shorter sales cycles, improves quota attainments and increases the time reps actually spend selling.
By setting revenue goals based on sales results teams can work together more effectively. By providing prospects with videos and content to teach them before they make calls you’ll reduce wasted calls and increase closing rates. Sales will have more time selling and less time answering repetitive questions.
Sales enablement also brings marketing and sales together. Marketing is better at creating content but sales has access to more timely information. By bringing the teams together you get the dream team.
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