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sales enablement

What is Sales Enablement?

The concept of Sales Enablement is booming. In the United States, many companies have been applying it for years and it is currently expanding in markets all over the world.

If you are interested in marketing and sales issues, it is very likely to ring a bell. But do you really know what it consists of? More importantly, do you know how it can help you improve your sales?

Although the concept is gaining popularity, there is still a lot of confusion about it. In this post we want to clear up your doubts about this sales strategy.

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Sales Enablement, what is it?

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Let's start from the beginning, how can we define this concept?

The term Sales Enablement comes from English and could be translated as “sales training”. Sales Enablement is not a specific tool, it is a strategy, a global process that can help you boost your sales.

Sales Enablement is a process that allows you to maximise the company's profits through the improvement of the sales team. The idea is to ensure that salespeople use the most appropriate content and communication to sell at every stage of the sales process.

How can Sales Enablement help you?

There are many ways to achieve this goal: by accumulating information and valuable content, improving the knowledge and skills of professionals or applying the use of effective digital tools for selling products, among others. In this case, the important thing is to develop a strategy that covers all these bases.

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The best Sales Enablement is the one that improves different aspects in an integrated way with a unified sales strategy.

Different experts provide different definitions for Sales Enablement, but they all agree that, in general, it is about building a system that allows salespeople to develop the necessary skills to maximise the benefits of each interaction with their customers.

There are Sales Enablement technologies that help you apply this strategy in a comprehensive way, so that you have a more effective sales team both in person and virtually. For example, we encourage you to discover the CatalogPlayer Sales Enablement platform.

Sales Enablement, how to apply it?

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Now that we have given an idea of what it consists of, we tell you what this strategy can do for you and why it is worth having a technological platform to digitalise sales.

Firstly, looking at the statistics that have started to be generated, the data is clear: Sales Enablement makes companies achieve better results. According to CSO Insights, in 2020, companies that apply Sales Enablement have a 49% gain, compared to 42.5% for those that remained without applying it.

The study also linked it, with stronger and longer-lasting customer relationships and an increase in total sales per person. Sales Enablement, by giving salespeople the knowledge and tools necessary to maximise sales, ends up resulting in a better customer experience in general.

Due to the rise of online shopping, both B2C and B2B, Sales Enablement is essential today. Having a sales team capable of adapting to the wide range of needs of each virtual customer can be decisive in the success of your company.

When is the time to apply Sales Enablement?

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After having discovered the advantages of this sales strategy, you may wonder if it is time to apply Sales Enablement in your company, or, if you have already started doing so, if you should enhance it further.

To respond to this uncertainty, we suggest that you ask yourself these questions:

  • Are you achieving the desired sales profits?
  • Do you think your salespeople always convey the company's message correctly?
  • Would you say that your sales team makes the most of your company's marketing content?

If you have answered ‘no’ to any of these questions, it is time to consider applying Sales Enablement or, at the very least, to start informing yourself about it.

Often, the need to apply these tools arises from this issue:
• The Marketing strategy and the sales team are not aligned.

Sales Enablement can help you have a unified strategy and enable your sales team to fulfil its functions more effectively and quickly and, therefore, with more profit margin.

So, if you believe that this disconnection still exists in your company, Sales Enablement could be the best option to resolve it.

Examples of effective Sales Enablement strategies

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To finish, we suggest some changes that you can apply in your team as part of the process of Sales Enablement and with which you can start right now to improve your profits:

  • Invest in training for your sales team and measure the effectiveness from these training sessions according to sales results.
  • Use digital tools to keep sales content up to date and ensure this information is accessible to salespeople at all times.
  • Apply data analysis to extract KPIs on content and pitches and thereby measure their effectiveness and optimise them.
  • Commit to ongoing coaching actions for salespeople, to promote good practices daily and reinforce knowledge and training

Finally, it is worth mentioning that there are Sales Enablement technologies that can help you build effective sales teams, whether in person or virtually.

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These benefits and more can be found on our Sales Enablement platform with Artificial Intelligence

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