A Complete Guide to Sales Enablement

August 31, 2023
7 minutes to read
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Sales enablement is more relevant than ever in 2023. We live in a world where buyers make more informed decisions, question everything, and spend less. There’s no longer any set-in-stone process for sales representatives to convert products and services.

This guide will define sales enablement and provide insight into the practice’s strategies, solutions, and processes.

What is Sales Enablement?

The first step in understanding sales enablement is to comprehend the definition of the practice. Sales enablement provides sales reps, or an organization as a whole, data, content, and tools to help convert more sales with efficiency and effectiveness.

That means that it’s a process to enable salespeople to create more value for buyers, be it knowledge, skills, software, and everything in between. Sales enablement is a comprehensive definition of doing everything it takes to succeed.

In 2023, sales enablement features mutually agreed strategies, solutions, and processes to drive success with the increasing number of assets at our disposal. However, who is responsible for implementing the practice?

Who Takes Responsibility for Sales Enablement?

Salespeople are ultimately responsible for converting the sale. That means they’ll have to take the initiative to self-improve and adapt to an ever-changing customer and sales environment.

However, there’s an increasing notion that sales enablement is the responsibility of those with roles in revenue operations (RevOps). Decision-makers in the revenue team are now leading the campaign to equip their salespeople with the assets to drive success.

So what do these leaders supply their sales reps with to enhance their effectiveness? RevOps strategize to garner what tools, information, and processes would suit best.

Understanding Sales Enablement Strategies

There’s no one-size-fits-all approach to sales enablement strategies. However, some principles are involved in forming a plan to feed sales reps with the most relevant assets to succeed.

We can outline and define the principles for forming sales enablement strategies below.

Clean and Actionable Data

One of the primary factors driving sales enablement is data that facilitates the best results. That means there’s an increasing need for accurate and actionable data presented on cleaner dashboards so that reps can adapt their sales approach quicker and more effectively.

The pace of business means more demand for tools that capture data in real-time, helping generate leads, hold conversations, and drive conversions with customers based on up-to-the-second information.

Content Relevancy

There’s an increased demand for content because of its positive impact on the sales environment. However, marketers will spend time creating content that doesn’t synchronize with the sales process and is left in limbo.

Relevant content is crucial in today’s sales environment. Sales reps will also need to understand how to leverage that content to draw the sale over the line.

A good sales enablement strategy will provide salespeople with relevant content and knowledge on using it in parallel with the sale scenario.

Lead Structuring

Many high-octane sales environments can get muddled with their leads. The reality in sales is that some will be more valuable than others. However, salespeople won’t have the tools or knowledge to understand which leads they need to prioritize.

Sales enablement strategies need mechanisms to determine which leads are more likely to convert and seamlessly pass that information to the sales reps. They will need to implement a process to sort leads and rank their value as soon as they enter the system.

Automating & Optimizing Sequences

Naturally, one of the easiest ways to facilitate sales is understanding what has worked in the process before and leveraging that practice. Sequence optimization and automation tap into proven actions that increase conversion chances and send them to sales reps to bring better value to their customers.

How Does Sales Enablement Impact Buyers?

The days of high-pressure sales tactics are long gone. As mentioned earlier, we live in a world where buyers are more informed, adjusted, and focused on their desired products.

The definition of sales enablement exists today as a methodology of adjusting to the fact that selling to customers has become more of a journey. Buyers will ask intelligent questions, identify niches, and compare value to your competitors.

Sales enablement allows quick solutions that salespeople can use to appease the ever-evolving type of buyer. It accommodates their needs, wants, and desires faster and more accurately to ensure the customer lifecycle ends on conversion and speeds up the process.

So now we understand the strategies and impact of sales enablement, how do we use the process to our advantage?

How Do We Use Enablement to Convert More?

Once a company’s sales enablement strategy is in place, you can streamline the principles into a process. Naturally, every company will have different feats in their strategy in line with their products or services and shift according to results.

However, some integral parts of a sales enablement process are proven winners. Below you’ll find some ways you can use sales enablement to convert more.

1. Integrate sales enablement content into customer journeys.

We’ve mentioned that the customer lifecycle has become more of a journey than ever before. Success in any journey is maintaining consistency and adapting to overcome obstacles.

Those same principles apply to your buyers. Sales enablement means that your salespeople need to strike a chord with customers to ensure they keep their interest peaked in your products and services, from awareness to conversion.

Sales enablement finds ways to track customers and understand where they are in the journey and how best to use the relayed data to channel the best actions for sales reps. That means mapping out content that aligns with that stage in the journey.

  • Awareness Stage – Create content that educates customers and hits their pain points. These include websites, PPC ads, search-optimized content, and cold email campaigns.
  • Engagement Stage – Once the customer has begun researching solutions for their pain points, sales enablement arms reps with content that presents value on buyer pain points. E-books, webinars, discovery call scripts, videos, and email copy for agents are vital content at this stage.
  • Decision Stage – The decision stage is crucial in the customer journey. Content-required assets will enable your salespeople to showcase why your products and services are of better value than your competitors. These include buyers’ guides, sales decks, and case studies.
  • Conversion Stage – Your rep has converted the product and service. However, customer retention is imperative, and thus content is needed to supplement the sale for future conversions. Newsletter offers, and after-sale messages will be required.

2. Learn more, earn more.

There’s that old saying that “knowledge is power.” That is fundamentally true across the board, but the proper knowledge can work wonders with your reps and their ability to convert sales.

Here are some knowledge points that your sales enablement strategy should bring to your salespeople:

  • Organize successful internal case studies into accessible content your sales reps can learn from
  • Ensure there is an easy way for agents to know and understand past, present, and future products and services.
  • Give your salespeople up-to-date information about competitors so they can better their offer
  • Build a library of customer testimonials so they can share success stories

All this information is vital education for your sales reps to leverage. Sales enablement makes sure that this data is available and fed to salespeople in a clear, concise, coherent, and organized manner.

3. Develop business acumen as a core skill.

Converting sales isn’t only about hitting the right notes with customers anymore. Drawing a deal over the line means you have to have insight into the prospective buyer’s business and how your product and service will positively impact their trade.

Today, the most successful salespeople will have the business acumen to contribute to the buying journey. Usually, sales reps will develop this over time, but we need more information to compete effectively.

Sales enablement discovers methods that relay this business acumen to the sales rep. Some of these practices include:

  • Roleplaying an industry-specific customer so the agent understands their circumstances
  • Record actual phone calls and provide expert feedback on how to adapt to customer needs
  • Let a leading sales rep perform the buying journey with a live customer to exemplify the process

Sales rep business acumen is now just as much a core skill as storytelling, listening, rapport, and assistance.

4. Arm sales reps with powerful technology.

Finally, sales enablement will give salespeople access to productivity technologies to ensure they can maximize their potential in every conversation. These platforms should log essential customer information and interactions, prioritize efforts, and facilitate constructive feedback.

They should also contribute to the business’s ability to adapt to customer needs, give real-time insight into the buying journey, and streamline workflow. Some of the prominent sales enablement technologies include:

  • Guided selling solutions to take adaptive action
  • Sales diallers to log more customer information
  • Conversation intelligence to rank calls
  • Real-time analytics platforms to understand data powering the buying journey
  • Meeting schedulers to facilitate more customer meetings

There are unlimited technological possibilities to unlock your sales reps’ potential. Sales enablement ensures that they have the best-suited platforms to tap into those prospects.

Round-Up of Sales Enablement in 2023

Sales enablement isn’t just setting out a strategy and curating an environment to sell more effectively. In 2023, it’s about adapting to an evolving customer and providing swift solutions to ensure your sales reps are always ahead of the game.

RevOps leaders must continually connect their salespeople to information, tools, and content that enhance their conversion ability and keep the sales sphere seamless.