Picture yourself as a sales development rep tasked with expanding your company’s current customer base. Your outreach weapon of choice is email. Aaaand, go!
Now, you have two very different accounts. One is a beauty brand and one is a telecommunications company. You spend countless hours drafting up a new email cadence that’ll resonate with your prospects and get them thinking about why they need your product. You’re feeling so incredibly confident in your new cadence, but once you roll it out and give it a test, you get few opens and even fewer responses. Even though you just spent all that time perfecting your emails.
What works for one won’t for another
This is a classic case of thinking that what works for one company will inevitably work for another. What SDRs send to a company for outreach should be extremely personalized to that brand or prospect, so much so that it wouldn’t even make sense to send it to another organization. In the example above, sending the same thing to a beauty brand and a telecom company will not result in success because you have not tailored your approach whatsoever.
Enter: The Sales Enablement Strategy
While the scenario above is specific to an individual SDR writing cadences, it can also translate to sales teams as a whole. When you think about sales enablement and making sure a sales team has all of the sales tools and resources they need to succeed, you have to make sure that every teammate is taking a hyper-personalized approach.
The sales enablement definition, according to John Moore, is “the process of making sales teams able to efficiently move customers through the sales process to the point where the customer can make a buying decision.” So, I’m sure now you’re asking yourself, what are the elements of a sales enablement strategy?
1. Start by seeking to understand
The best place to start is by seeking to understand what your company’s current challenges are when it comes to sales cycles or processes. Are deals not getting past an active discovery or first meeting stage? Do your reps lack confidence when giving a demo? Are reps constantly asking questions and not knowing where to find information? These are all valid concerns, and something a well-developed sales enablement strategy can improve.
2. Build a strategy
Next, you have to implement a strategy that’s both engaging and, as I like to say, ties to a why. When your team understands why a sales enablement strategy is going to benefit them, they are way more likely to adopt the tools you put in place for them. Communicate with data how each new tool is going to impact their day-to-day or relieve pain from a current process.
There are tons (and I mean TONS) of sales enablement tools out there for you to take advantage of. From Lessonly and Showpad, to Salesloft and the Groove Sales Engagement tool, the list is lengthy. Understanding how each one operates and how they can specifically level up your sales team is important.
A quick spotlight on Salesloft
Let’s take a deeper dive into some sales enablement examples. Take Salesloft, for instance. Salesloft is a sales engagement software that allows sales teams to build, organize, and edit outreach cadences to maximize productivity, stay on track, and attract prospects. The graphic below walks you through a traditional outreach cadence highlighting the different elements you can include.
3. Roll it out
So now you understand your sales team’s challenges, have a list of sales engagement software to use, and know the importance of tailoring your approach to your company specifically. But the question remains: How do you get your team to adopt this new process? The answer? A world-class training program.
You could be doing all the right things and enabling your team with the best sales enablement technology, but if you don’t have any training to go along with these new tools and processes, it will be as if all your hard work was for nothing (just like my example at the beginning when creating outreach cadences). It’s imperative that you train your team on each new tool and have one central location for them to reference that information later on. Lessonly is an awesome tool that increases adoption rates of new sales enablement tools and enables reps to practice what they’ve learned. This instills more confidence in reps and maximizes sales productivity.
If you take one lesson away from this whole thing, take this: Your sales enablement strategy should have a tailored approach to your organization and the challenges you are trying to solve. What works for one company, may not work for yours, and vice versa.
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If you’re ready to learn about training and aligning your revenue driving team, too, check out Lessonly’s sales enablement training software and start leveling up your reps today. Or, if you’d rather browse a little more, click on any of the tiles below!