Your sales team is the backbone of your business. Without them, there is no you. So why is it often so hard for sales teams to close deals? They know they’ve got a great product behind them and presumably, they have the skills to sell it, but what they’re often lacking is something that goes far deeper than what any training or product development can give them.
In short, they’re missing support. In fact, the right kind of support can make all the difference in your teams’ ability to close and convert more deals and attract more paying customers. Here’s what you need to know.
What Is Sales Enablement?
Sales enablement is quite simply providing your sales team with the tools and content that they need in order to close more deals successfully. It’s not the same as providing them with training or onboarding resources (although onboarding resources for clients can be a type of sales enablement).
If you were to imagine your sales team as a professional-grade race car that needs to make it over the finish line, you wouldn’t put cheap gas filled with additives and other gunk in the tank, would you? Absolutely not. You’d give that race car the highest quality, top-grade fuel you could so that every part of it would be built to not just succeed, but lead.
Think of sales enablement as the fuel that keeps your sales engine running, and converting. And when your sales team converts, this has a ripple effect across your entire business, resulting in a better ROI, higher profits, better customer retention levels and so much more.
How to Support Better Sales Enablement
So now that you better understand what sales enablement is, you’re probably wondering how to actually go about supporting your sales team. The solution to that issue is to know your product or service to the fullest. Not just in terms of features and benefits, but how those translate over to concrete types of content that your sales team can use to help them close more deals and earn more sales.
Better sales enablement happens when you take the time to understand what kinds of questions customers and prospects alike are asking about your product, as well as understanding how your sales team answers those questions and concerns. Do you feel like the team has adequate information in order to answer questions or face objections head-on? If not, what can be done about it? For example, if you’re selling access to a SaaS, you may offer a free demo, but getting people to sign up for the demo may require sales enablement support.
What Kinds of Content Should You Create?
Using a SaaS as an example and appearing at a demonstration as the conversion, you could consider all of the reasons why people might not take the action you want them to take:
They may not know how long the demo takes and aren’t sure how to schedule that time slot accordingly. They may not even know HOW to go about scheduling a time.
They may want to show up but there may be technical problems or they’re not sure how to install the software.
They may feel like they’re wasting your time by asking rudimentary questions about things like cost, number of users, or other features that could be found on the website.
They may still be in the process of comparing your solution with a competitor’s.
These are by no means all of the possible reasons why a user will neglect to take the action you want them to take, but for each one, there’s a distinct type of content that could help your sales team close the deal, or at the very least, inch that conversion closer to the goal line. For example:
Setting up an online scheduling calendar where the user can choose their own time slot and get notified about it as it gets closer to the date.
A link to a knowledge base entry that shows them how to download and install said software on a variety of systems or devices.
A white paper that goes into detail on pricing and packages so that the user can know precisely how much they’ll have to pay for the features they want.
A detailed price comparison chart that compares you and a competitor in an apples-to-apples way to demonstrate that your service provides the better value.
Knowledge base entries, a robust trouble ticket system, white papers, case studies, comparison charts, pricing and packaging charts and much more can all help drive conversions, but it’s a lot of work to create and set up such sales enablement support systems. That’s where Workdom comes in.
How Can Workdom Help with Sales Enablement Support?
At Workdom, our advertising professionals take the time to understand the unique needs of your sales team as well as your overall objectives for your product or service. To that end, we can strategize with you on not just what to create, but we can help you create it as well, using our team of knowledgeable developers, designers, writers, and content strategists.
Contact us today to learn more and let’s work together to take your sales enablement to the next level!