Sales Enablement: Empower Your Sales to Sell More (and Faster)

Author: Kim T

Successful sales campaigns don’t just happen in a vacuum. Just like in every other industry, your sales reps need the right tools, materials, and resources to achieve the best results while minimizing costs. These elements also enable your team to operate at maximum efficiency and effectiveness. Sure, your sales team might achieve some results without these tools, but would you rather settle for so-so results? Or would you rather try to exceed your company’s business expectations?

Enabling your sales reps to maximize conversions and work with more leads is called sales enablement. HubSpot says it is “the iterative process of providing your business’s sales team with the resources they need to close more deals.” This means, in simpler terms, that sales enablement is a constant process. You don’t just do it once. This also means that you have to provide your sales team with the “content, tools, knowledge, and information to effectively sell your product or service to customers.”

Your company’s sales and marketing teams both take part in sales enablement. The marketing team provides materials, such as blogs, case studies, and product guides, to your sales team as support material while they talk with customers. The sales team also takes the lead in sharing these materials to other leads and customers still deciding whether to convert or not.

Your sales and marketing teams can also talk about the type of content and materials they still have to share with their leads. They can ensure that they can keep up a consistent output of content to share with new leads and to sell to more customers effectively.

So, how can you help your sales team boost their sales with sales enablement? Here are some ways.

Make sure they have quality leads

First off, how can your sales reps sell effectively if they don’t have quality leads? The amount of information your sales reps constantly receive about contacts and leads is already overwhelming, and they would just be wasting a lot of time trying to sell to leads who are actually a poor fit for their business goals and strategies.

To make sure that your company is always working with quality leads, you have to allow your sales reps to perform lead qualification processes. Not only will you keep your reps from wasting valuable time pursuing thin leads, but you will also help them design a system to decide which leads are worth the time. They simply have to repeat the steps to be successful whenever they make sales.

How do you start a lead qualification process, anyway?

Some sales enablement professionals use a lead scoring system to decide the quality of leads. Sales reps have to gather all the data on a lead and study how well it fits with their business. They can then use the results from this to assign a negative or positive score to the lead. For example, if you are just a small local business, your reps will give a negative score to contacts living overseas. And if you are a company that caters exclusively to small business, your reps will give a positive score to companies that employ 10-20 people.

You may also use customer relationship management (CRM) software to automate the whole process. This software can study how the companies in your list fit with your own, and it can also decide on the quality of the leads available to your sales reps. This CRM software also pushes the most qualified leads to the top of your reps’ priority lists, while moving the less qualified ones to another queue, which they can work when they find the time.

Optimize Your Content

It’s a common misconception that only marketing teams produce content for a company. In reality, your sales reps can also create content for their sales campaign, and they do this to help guide their leads further along their buyers’ journey. Content creation on the sales team’s part is just trickier because they have to manage their time well. between content creation and actual selling. After all, you don’t want your sales reps to spend all their time just creating content.

Help your sales reps out by optimizing sales content. Your sales reps have to make sure their content can still be effective without spending too much time making it. Your first step here is conducting a full audit of your sales content. Deciding which content to keep and which to shelve is very important. Keeping your best existing sales content in one place will help your sales reps find them quickly and share them immediately with their leads.

According to HubSpot, these are the sales content you should audit and organize:

  • Customer case studies
  • Whitepapers and eBooks
  • Product demo decks
  • Pricing and discount information
  • Competitive intelligence briefs

You should also try to use all possible software to build your content library. You can use the Google Suite or your own company’s CRM tool to host your content. Another thing to keep in mind is that you also have to do a regular audit to see which of your content is still useful and which of them are already outdated. This way, your sales team won’t have to search your entire library just to choose which materials to share. 

For your content library to be really useful, you have to make sure that you upload a lot of case studies in it. Case studies are a very critical part of a sales team’s library. It is the main document other companies want to read to get to know your business. Case studies, after all, contain stories about your previous customers’ success using your product or service. Businesses only pay attention to success, and case studies contain the numbers to prove it.

You can also produce video case studies to reach more people, but remember that these take time to put out. Just keep in mind that you have to put out case studies consistently to ensure your sales team’s success.

Finally, to take full advantage of the strengths of email marketing, your sales reps can also create email templates to connect with their prospects. One way to optimize your email marketing strategy is by creating standardized email templates that are just one click away from your sales reps’ inbox. This will save them time from creating email copy every time they communicate with prospects while increasing their productivity. They can sell to more customers this way.

The key is not to assume that all leads and buyers are the same. Your templates have to be standardized, sure, but they also have to leave enough space for your reps to personalize the message to best match the needs of the customer they are selling to.

Your sales reps may be overwhelmed by the number of leads they have to convert during a campaign. To keep their productivity high and their results great, you also have to help them achieve their goals. Take note of these steps in sales enablement to give your sales reps the best chance of success. With the right sales enablement strategy, you can sell to more people with less hassle!


Kim T

Kim T

Content and Communications

Kim T is a content marketer and a communications manager at CBI-X. She enjoys how interesting the marketing world has been ever since she joined in. “It’s changing so fast, ever challenging, we all got to keep up with the trends and reach out to as many customers as we can. Or your business dies!” With her interest in Business, Anthropology, and the Technology world, you would see how dynamic and critical her opinions towards marketing are. A very enthusiastic content marketer willing to share the newest B2B trends and best marketing strategies she can find.

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