What Is Sales Enablement and Why Should You Care About It?

Sales enablement sounds like a fancy way of calling something that motivates you to get out there and sell — like coffee. “Don’t mind me, Jana, I’m just having my morning cup of sales enablement!”

But it’s actually a very broad name that encompasses several different and deep levels of service. At its core, sales enablement means providing your sales staff with the right content, tools, information and guides to support them (not to mention, having a pot of coffee or a kettle of tea on couldn’t hurt!)

You may wonder if something like sales enablement is even necessary — and the answer is “yes!” In fact, a recent study showed that companies who use sales enablement have 15% better win rates than those who do not.

What could 15% more sales mean for your bottom line? It could be a lot — which is why it’s worth not only learning what sales enablement is, but why you should be paying attention to it.

Understanding What Sales Enablement Is, By Understanding What it is NOT:

Sales enablement is not training manuals or knowledge bases for the sales team per se, but rather tools that sales can share with customers to give them more information and help guide them toward making a decision with confidence.

The sales and marketing teams, even if they’re separate, will both feed off of each other in terms of maximizing sales enablement. For example, if the sales team finds that prospects keep asking certain questions about a product or service, they might go back to the marketing team and ask them to create a guide or a how-to video to help the sales team better answer these questions for those prospects.

Meanwhile the marketing team has a finger on the pulse of what sales can use to help them close more deals and gain more prospects. In short, sales enablement is a win-win for everyone: sales, marketing and customers.

Next Steps: The Sales Enablement Strategy

There is no single “sales enablement strategy”, but rather several of them. We’ll talk about those in a future post on Workdom. Simply put, the sales enablement strategy is the steps that your business takes in order to help your sales team sell more effectively.

Because every sales team is different, there is no “one size fits all” approach to sales enablement strategies. There are, however, several best practices and things that you can learn to help simplify and streamline the process.

What Does the Sales Enablement Process Look Like?

The sales enablement process can encompass a wide variety of jobs and tasks, including things like:

  • Onboarding and training for continuous improvement
  • Creating sales assets and training content
  • Implementing sales coaching and mentorship
  • Communication within sales and across different departments
  • Managing sales tools and ensuring best practices are followed
  • Reporting on the progress of different sales enablement procedures

Why Should Your Business Care About Sales Enablement?

After reading about what goes into the sales enablement process, you may ask yourself — why? And if 15% more potential sales isn’t enough to move the needle, consider these points:

Better Sales Readiness

You might think you’re already ready to sell, and in a way that’s true (especially with the aforementioned coffee or tea on your side!) But readiness helps you be ready from every angle. Because there will come a time when a prospect asks you something and you find yourself fumbling for the answer.

Sales enablement allows you to be ready and know every facet of the process, so that no prospect can throw you a curveball with an unanticipated question. Every interaction you have will therefore be one of value to you and to the person on the other side.

Improved Customer Engagement and Retention

Sales enablement doesn’t just help you and your team sell more — it helps you sell better. And when you sell better, you feel more confident, and when you feel more confident, you continue to sell better, creating a self-perpetuating cycle that continues to reward you and your prospects. If that kind of improved customer engagement and retention aren’t worth it alone, then you may not be at a stage of growth in your business where sales enablement makes sense.

Complete Use of the Tools You Have

Rather than investing more in the next bright, shiny sales tools, sales enablement helps you get more out of the tools you already have — helping you to save money and giving you a better view of the tools you need, and the ones you don’t. From CRMs to email marketing platforms to social media – chances are there’s a lot of fat there that can be trimmed!

Of course, just knowing that you need sales enablement isn’t enough to make it happen. You need a team that will take the time to learn your processes, figure out where you’re slipping or falling behind, and then craft a custom strategy that works to make sales work for you! Sound like something you could use some help with? Reach out to us here at Workdom today and get in touch with one of our senior marketing professionals to learn more!


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Disclaimer: This post is for general information purposes only. It does not constitute investment advice or a recommendation or solicitation to buy or sell any investment and should not be used in the evaluation of the merits of making any investment decision. It should not be relied upon for accounting, legal or tax advice or investment recommendations. This post reflects the current opinions of the authors and is not made on behalf of Workdom or its affiliates and does not necessarily reflect the opinions of Workdom, its affiliates or individuals associated with Workdom. The opinions reflected herein are subject to change without being updated.