Making your sales team as good as they possibly can be is vital for the success of your company. This is done through a process called sales enablement.
Sales enablement arms your sales team with the tools, training, and materials they need to drive more profitable customer interactions. But it’s more complicated than just giving them a few simple phone scripts to read when they’re talking to customers. So what are the elements of a sales enablement strategy? Here are 15 sales enablement best practices that can help you empower and improve your sales team.
1. Create a C-Suite Supported Plan
Sales enablement starts in the leadership of your company. The first step in implementing a sales enablement program is to convince your C-suite members of its importance. It costs time and money to develop new sales enablement processes, so come prepared with numbers that show there will be a greater return on their investment than they’re currently seeing. The rest of these tips can help you draft your presentation.
2. Integrate with Internal Teams
Every company has people who support the sales team. Sometimes they’re in different departments, but by involving other internal teams, you can use their experience and knowledge so you don’t have to create everything on your own.
If your company has a Learning and Development (L&D) team, team up with them as soon as possible. They have the experience and tools to create memorable, interactive, and engaging training materials.
If your company has a creative services team, coordinate your sales enablement plan with them as well. They can help create the graphics, content, and material you need as your plan progresses.
3. Assess the Current Sales Enablement Content and Practices
Before you start changing or adding to your existing enablement procedures, you need to assess and understand your existing sales enablement content and practices. This includes all pieces of training, materials, playbooks, and customer-facing material.
If you are struggling with this process, start with what a new hire to the sales team would experience. What do their onboarding training and materials look like? What tools do they receive to help them perform their job?
During this rediscovery phase, do not stop when you find a document or training that is missing or needs to be updated. Have a complete picture of your full sales enablement content and practices first before you try to fix it. It can be tempting to get caught on an early step trying to perfect it with small changes, while there are larger holes in your content later on in the enablement process. Once you have a complete view of your process, you will have a better image and understanding of where you can start and which projects need the most attention.
4. Define Your Customers
The more you know about your customers, the better you can tailor your sales enablement for them. For example, targeting all men can be overwhelming because there are a lot of subcategories between different groups and demographics of men. However, building a customer persona that targets men from the ages of 21-35, who live in a specific city, are married, and work in construction gives your sales enablement a very specific target to aim for.
5. Outline the Customer Journey
To better target your customers, understand each aspect of their journey. The five phases of the customer journey are:
For each stage consider these four areas:
- What is the customer doing at this stage?
- What are you doing to help them go to the next stage?
- Why is the customer motivated to keep going to the next stage?
- What emotions are they feeling?
- Why do they care?
- What does the customer not know that is stopping them from moving to the next stage?
- What processes, costs, or other barriers stand in the way of a customer moving to the next stage?
Mapping out the customer’s journey will help you identify potential speed bumps for your customers and can give you insights about where your sales team could step in and help.
6. Document Your Sales Enablement Strategy
What is measured can be improved. By documenting your strategy, you can identify which methods work best, which could be improved, and which didn’t work at all. Without documentation, you won’t be able to track improvements when they happen.
7. Set Metrics for Measuring Sales Enablement
How do you even measure sales enablement? Documenting your sales enablement strategy and the process you follow is an excellent first step and gives you many facts and figures. But you need to decide which metrics are the most relevant and impactful. Here are a few metrics that could be helpful for your company to measure and record:
- The average number of days to close
- The average number of days a customer spends in each stage of the customer journey
- Retention rate
- Closing rate
8. Set Clear Goals
Specific and achievable goals are important for each member of your sales team. Review their goals to make sure they are not too lofty or too easy. If possible, allow team members to set their own goals and help them understand how their goals contribute to the overall success of the team and company as a whole.
9. Develop a Playbook
The playbook should give your team all of the content and strategies they need to close a deal. A good sales playbook includes:
- Detailed processes
- Buyer personas
- Call scripts
- Competitive intelligence guidelines
There may be many more categories relevant to your sales team and industry, so don’t hesitate to build this list out.
When making your playbook, consider how you are going to format and share it with the team. Traditionally, a playbook has been a physical book or binder. It can be nice to have a hard copy to reference, but these hard copies are difficult to update, amend, or edit as the team grows and progresses. Consider using a digital playbook built as a Tiled microapp. Tiled will make your playbook more engaging and easier to update, ensuring its usefulness as your company grows and adapts.
10. Coach Your Team
Coaching helps improve your team and ensures a unified quality of performance. As part of your sales enablement plan, establish how coaching is going to be implemented and tracked. Everyone on your team should have a clear idea of what coaching looks like, how often it will happen, and the expectations around it.
11. Create Customer-Facing Sales Content
When making a sales enablement plan to improve your sales team, it can be easy to forget that the focus of sales is the customer. One of the best ways to strengthen and empower your sales team is by giving them content to pass along to the customers.
Customer-facing content should be easy to access while also providing a depth of knowledge and information the customer is looking for. Tiled can help create engaging and interactive content that empowers the customer to explore information at their own speed while finding answers to their personal questions and pain points.
12. Have the Right Team
The first step in having the right team is to retain the talent and skills you already have as part of your existing team. It is expensive for a new hire to get to an acceptable level of proficiency and ability. Fight to keep the qualified members of your team—they are worth the investment.
When you have an open position on your team, how you value the role will play a large part in the applications you receive. If you undervalue the position, expect to get sub-par applicants. Those who are trained and qualified know their worth and won’t settle for less.
13. Choose, Analyze, and Optimize Software
Cumbersome, outdated software doesn’t help your internal processes, and it certainly isn’t how you want your customers to see you. You need to use software that is easy to use and helps you achieve your goals. Tiled can be the right solution to many of your sales enablement processes. Tiled lets you build easy-to-access microapps that can be instantly updated and integrated with media so your sales team has the right tools for the job.
14. Make Sales Enablement Accessible
Sales enablement can include a lot of materials, content, programs, training, and media. We’d like to think that our teams remember everything the first time they see it, but even the most experienced team members will have to frequently go back and refresh their memories.
Sales enablement needs to be easy to access, read, and update. One of the easiest ways to make it accessible is by making it digital with Tiled. Tiled helps you organize your sales enablement content, making it easier for your team to access the information they need.
15. Continually Improve and Evolve
Once you finish establishing or improving your sales enablement, there’s a good chance it’s already time to update and add in something new. There are always fresh and powerful sales enablement ideas to implement on your team. You need to be ready to change, edit, and modify what you have to match new industry standards and stay ahead of the competition.
Not only does the industry change, but your customers might also change, too. They could change their vocabulary or style, and it is the job of your sales to change with them.
Using a platform like Tiled as part of your sales enablement can help you stay up to date and relevant. Tiled’s digital platform makes it easy to modify and add to your playbook and sales materials. And any changes you make are instantly available across all users to ensure that relevant information is always available for your team.
Best Practices and Tiled
These sales enablement best practices paired with Tiled will help you create the best possible strategy for your company. Learn more about how you can improve your sales enablement strategy with Tiled.