What Is Sales Enablement and Why Does Your Business Need It?

Brandon MooreBrandon Moore | February 25, 2016

What_Is_Sales_Enablement_and_Why_Does_Your_Business_Need_It.jpgThe most successful companies know that sales enablement will increase efficiencies and increase profits. Preparing their sales people to perform their jobs better is top priority, because they know that it offers high ROI. But many other business owners aren’t even sure of its meaning. Some confuse it with sales training. Others can’t find a proper definition and don’t fully understand why they need it.

If you’re looking for answers about sales enablement and its advantages in business, you’ve come to the right place.

What It Is

Sales enablement is becoming more popular due to the rise of inbound marketing. Companies with tightly aligned sales and marketing departments achieve faster revenue growth, but a harmonious team atmosphere isn’t always so easy to achieve. It can be hard to mesh these two departments together into one cohesive team when they often have competing objectives.

It is the process that helps bridge the ever-increasing gap between sales and marketing in order to generate more business. It’s a strategic and ongoing process that equips your sales and marketing employees to consistently have valuable conversations with the right type of consumer at the right stage of the sales process to optimize ROI.

By giving these employees the tools and knowledge they need to have more meaningful and relevant conversations with the right clients, revenue and relationships can both improve. After all, inbound marketing is about building relationships.

The best models will adequately prepare your reps for interactions with inbound customers and help them engage with them effectively, increase sales and marketing communication, offer valuable tools and information to improve sales, and make everyone an extension of the brand in order to close sales and drive revenue. It will give your sales people insights into buyer behaviours, motivations, and activity in order to boost their results. It will help ensure that your sales people are always ready to respond to complex customer needs at any time.

What It Isn’t

Sales enablement is not sales training. It’s not a fancy synonym for training. Both concepts are actually rather different from one other. Sales training is about teaching sales people the technical and practical knowledge they need to sell your products and services, such as technical specifications, service-level agreements, and operational uptimes as well as teaching them how to sell through your institutional processes and philosophies. And sales enablement, on the other hand, is about helping your sales people sell to the new customers of the 21st century, while efficiently working with marketing and using inbound selling techniques.

Why Your Business Needs It

Implementing inbound marketing in your company is a drastic change. And it can be hard to get all of your employees on board. Your marketers and sales people will likely be at odds, unwilling to work together. Your sales people might have a lot of trouble completely changing their selling style to match the sales process. They might not understand inbound selling. They might resist it. They might get overwhelmed with inbound. They might end up doing more harm than good if you don’t invest in sales enablement to get them ready and able to sell to inbound customers and work with marketing.

When you enable your sales people, you’ll be able to spur and accelerate revenue with inbound marketing in order to grow as a business. Your teams will be fully equipped to build strong, long-lasting relationships with your clients in order to bring in more sales-ready leads and close more deals.

If you’ve recently implemented inbound marketing and your sales people are having trouble closing sales, are taking too long to achieve quota, are resistant to your changes, or are at odds with your marketers, then working with an inbound marketing agency that offers sales enablement is critical.

  A CEO's Guide to The Future of Selling

Brandon Moore

Brandon is the Web & Digital Director at SalesHub. He is accountable for the strategic planning, development, testing, and management of websites and other digital assets for clients. Brandon has over 6 years of experience in online marketing and is certified in SEO, Inbound Marketing and Hubspot.

 
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