How to Create a Foolproof Sales Enablement Strategy

You didn’t think the sales enablement fun was over after our last post, didja? Because guys, there is so much more to share!

Okay, so we covered “what is sales enablement” (a function inside a company that strives to make salespeople as efficient and effective at selling as possible, remember?) as well as some benefits and a big ole’ list of ways to drive a sales team to rake in zillions of dollars. Check, check, and check. Now we can dive into…{drum roll, please}… 

Sales enablement strategy! 

What are the elements of a sales enablement strategy?

Each organization defines, designs, and executes this strategy differently, but the general consensus is that sales enablement is imperative for a company’s success. Follow these step-by-step guidelines to implement and develop a foolproof sales enablement strategy.

Step 1: Establish a clear structure for your sales enablement framework.

And do it as early on as possible. Without an established strategy in place, your sales enablement plan can (and probably will) unravel quickly. Because of the uncertainty associated with the function of sales enablement marketing, it’s imperative that all teams your strategy will touch are cross-functionally aligned with the main goals and expected outcomes of the strategy. Do this work on the front end to help a brother out on the back end.

Step 2: Appoint a scribe to document a sales enablement plan.

A documented sales enablement plan is essential for its success because it’s the foundation of your strategy to close the gaps between your sales team and their selling efforts.

To create an in-depth sales enablement team structure, you must review the entire sales cycle and experience of individual reps, as well as the team as a whole, to identify gaps. This includes their entire experience at your organization from the onboarding process to sales enablement training materials and receiving ongoing coaching to develop specific techniques. It also includes their experience finding, connecting, and engaging with prospects. Once the gaps are identified, your sales enablement strategy template can specifically address plans to improve.

Another benefit of a documented plan? It helps provide transparency and productivity within the organization. When each department knows their function in supporting sales, cross-functional collaboration is a more seamless process.

Step 3: Prepare and consult a customer-centered sales enablement strategy. 

When you’re setting that foundation and building out a sales enablement strategy, or refining what’s already in place, you should approach the development through the lens of a ‘customer journey’. Sounds like a fun adventure, huh? Sales enablement strategies should arm reps with the information they need to have impactful conversations with customers where they are.

That’s where the importance of the buyer’s journey comes in. A key component of a comprehensive sales enablement plan is a fully mapped-out customer path. That way, you can provide your reps with the knowledge that they need to curate their messaging specifically for where prospects are within their customer journey. This should uncover potential gaps in your current messaging and sales enablement strategy.

Step 4: Get technology that supports your plan.

To achieve successful sales enablement, you will need technology to support it. Sales enablement software helps structure your program. For instance, some sales enablement technology is designed to be the center of sales enablement and hold all your content, training materials, and playbooks. Others can help you share content with a specific prospect. Others drive collaboration between the sellers and sales teams, and others manage versions and modifications of documents. A sales enablement platform can simplify the activities of your sales team by making it easier to find content, training materials, and even gamification leaderboards.

Step 5: Fully grasp how your sales enablement strategy impacts the customer.

Customers have an increasing amount of control over the buying process. They’re doing the bulk of their research independently before any initial interaction with your reps. It’s important that your reps are able to pinpoint where your prospects are within their buyer’s journey and curate their messaging accordingly. 

 

Better Sales Enablement Starts with Lessonly

If you know anything about Lessonly, you know we love training. Sales enablement software is, indeed, ongoing training. So if you understand allllll the benefits, why not use something that is helpful not only in the sales department but for the entire company!? Click on any of the tiles below to learn more. 

5 Ways to Drive your Sales Team to Success
3 Ways to Build a More Equitable Workforce With Thoughtful Diversity Training Programs