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Sales professionals can be stubborn. They use the same selling strategies for years, and refuse to change their ways. Unfortunately, this can be detrimental to their ongoing success in the industry. Sales is a constantly evolving field. It’s never stagnant, and sales people shouldn’t be stagnant either. When you adapt, you thrive.

Here’s why every sales professional needs sales enablement today.


The Buyer’s Journey Has Changed
Old-school selling techniques that many sales people cling on to just don’t work anymore. The buyer’s journey has drastically changed thanks to the internet. Now, sales people are no longer the gatekeepers of information. Buyers can go online to research virtually anything they want—different companies, products and services, prices, and features, reviews, and recommendations.

Buyers are now going through the majority of the sales process on their own, and that’s the way they want it. They want to have control. They want to be in charge of their decision making. They don’t want sales people pushing them and persuading them to buy. They will resist these efforts. Aggressive selling tactics will only push buyers further away now. So it’s time to ditch them.

With sales enablement, sales professionals will be able to learn new—and far more effective—strategies for approaching leads, nurturing prospects, and closing customers. They’ll learn to embrace social selling, how to become thought leaders, how to gain trust in the sales process, and more.

Because the way buyers shop has changed, the way sales professionals sell needs to change, too.


The Sales Role Has Changed
The sales professionals who try hard to sell, sell, sell, are actually the ones who will have the most trouble closing deals now. Though this type of aggression and persistence used to be a top indicator of success in the sales industry in the past, now it’s seen as a hindrance.

The sales role has changed, and sales people need to adapt in order to stay relevant.

With sales enablement, sales people can learn how to become effective inbound sellers. They’ll learn how to switch their mindset to that of consultant, instead of sales rep. They’ll learn how to become a nurturer. They’ll learn how to deliver value. They’ll learn how to become subject matter experts and thought leaders.


Tools and Tech Make Everything Easier
Many sales people shun technology. They’re used to their spreadsheets, their phone calls, and their mailed contracts. They never needed technology in the past, so they don’t think they need it now. Perhaps they’re scared to adapt. Perhaps they don’t know how to use tech and tools, so they avoid them.

But using technology can make the sales process that much more effective. It can save a dramatic amount of time, leading to more time to sell. It can automate everything, leading to fewer errors. It can track and measure behaviour and activity, which can offer valuable data and intelligence.

The best sale people today take advantage of sales enablement tools and technology. All sales professionals should be using CRM software, email tracking software, and more, in order to be more efficient, effective, and productive.


Sales and Marketing Alignment Is a Must
Sales and marketing often have competing goals and objectives, which can often make them enemies. But these two teams actually need to work together in order to enhance sales results.

With sales and marketing alignment, marketers can get the feedback and buyer insights they need to create more effective marketing campaigns and sales people can get the valuable intelligence and data they need to have more effective sales conversations.

Sales enablement can help all sales professionals learn how to communicate and collaborate more effectively with marketers, which will help them boost sales. 

About the Author: 
Rhys-MetlerRhys is a tenacious, top performing Senior Sales Recruiter with 11+ years of focused experience in the Digital Media, Mobile, Software, Technology and B2B verticals. He has a successful track record of headhunting top performing sales candidates for some of the most exciting brands in North America. He is a Certified Recruitment Specialist (CRS) and has expert experience in prospecting new business, client retention/renewals and managing top performing sales and recruitment teams. Rhys enjoys spending quality time with his wife, son, and two daughters, BBQing on a hot summer day, tropical vacations and cottaging.

Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.



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