Do a quick search on “sales enablement strategies” and you’ll find a ton of suggestions and guides designed to help you grasp what is often a confusing and very deep topic. The truth is that what makes the “best sales enablement strategies” differs for everyone, which is why there’s no “one size fits all” option that will have customers beating a path to your door.
Likewise, there’s no “sales enablement buffet” where you can pick and choose what you like and then take that and run with it. Every company, large or small, has different goals, customer groups, and industries, which is why it’s impossible to narrow down sales enablement strategies. What’s more, the things that work great for one company may completely fall flat for another.
For this reason, any lists of “best sales strategies” you find may not help much, simply because they aren’t tailored to your company, your goals, your clients or your industry. So what can you do instead?
Creating a Sales Enablement Strategy that Works for Your Business
The best way to move forward with an actionable sales enablement strategy is to look at what such a strategy will need in order to be successful. Once you have those foundations in place, the strategy practically creates itself. Here are the questions you should be asking:
Why Is the Content Important?
You don’t want to simply create content just to create it, and churn out a bunch of stuff your prospective buyers don’t need. Make sure that the sales team or department has input on the types of content that will help walk users through different stages of the funnel, so that the sales staff can be ready in case the users have questions.
This enables them to direct users to things like a knowledge base, videos, support and more, so knowing what purpose the content will serve is vital to creating something worthwhile and that delivers value to both staff and prospects.
Document the Plan at Every Stage
Throughout the entire buying cycle or funnel, document what resources would be most helpful to the sales staff, how to find them, and how they can be improved. It’s important also that the creation of sales enablement strategies not be created just for sales staff, but rather that they have the backing of the entire team, including executives.
Because although sales enablement is initially targeted toward sales, it can (and should) seep into other departments as well, so that it’s a fully integrated process that reaches beyond just having “sales tools”.
Create Content Consistently
Sales enablement isn’t just a “once and done” thing. It, like many other marketing initiatives, should be a consistent evolution in which content is created, refined and updated. The goal should be to create the kinds of content that guide the user through every stage of the buying process, whether that be white papers, case studies, sell sheets or any other type of content that your prospects would regularly consume.
Leveraging the Right Technology
Good sales enablement strategies also involve the right technology. Whether that serves as a centralized knowledge base to direct clients and help them find the answers on their own, or it serves as a channel to help you reach the type of prospects you’re selling to, the right technology is a pivotal piece of the sales enablement process.
Failing to have and use the right technology will ensure that you either have lots of good content with no way to disseminate it to your prospects, or you have good technology but no content to back it up. Neither of these things is the result you want with proper sales enablement, so it’s vital that both work together seamlessly.
A Continual Learning Process
Finally, it’s worth realizing that all of the best sales enablement processes require continual learning and training. No salesperson comes to sell knowing everything they need to know about your business and how to maximize profits. Sales enablement can help with that process by allowing for clearer training and onboarding, so that the sales team is always putting content to use, whether through different channels, different types of content, and much more.
As you can see, asking the right kinds of questions will help you develop a more concrete sales enablement strategy that works specifically for your business (and can’t be easily copied by your competitors). With that being said, a solid sales enablement strategy is not something that you can (or should) try to brainstorm overnight.
If you’d like direct, one-on-one help creating and perfecting your sales enablement strategies, why not get on a call with our sales professionals at Workdom today? Our senior-level sales executives have years of experience creating customized sales strategies for many different types of companies across a wide variety of industries. Let us help you reach and capture your target audience with clear, cohesive and actionable strategies that work to take your sales team to the next level.