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Topics Covered: <a href='/resources/search/?query=sales enablement'>sales enablement</a> | <a href='/resources/search/?query=sales tools'>sales tools</a> | <a href='/resources/search/?query=Social Selling'>Social Selling</a> | <a href='/resources/search/?query=Sales Training'>Sales Training</a>
Marketing & Tech
Sep 30, 2016 | Mathew Cook lock

Every company needs to invest in its sales team. For companies that have implemented inbound marketing, that means providing them with sales enablement.

Sales enablement isn’t just a fancy buzzword or a passing trend. It’s the most effective strategy for improving sales productivity and effectiveness, so that you can give your business the boost in sales that it needs to survive, grow, thrive, and prosper. By equipping your sales people with the right knowledge, tools, content, and inbound selling strategies, you can help them increase sales.

Here’s how.


Training
A key part of sales enablement is sales training. Outbound sales tactics aren’t effective on your new inbound leads. Your sales people need to embrace inbound sales and learn how to sell in today’s digital age. With sales training, your sales people will better understand what inbound marketing is and in which ways it will help them sell. They’ll learn about their new roles in the sales process and the future of selling.

They’ll learn new inbound selling strategies and best practices, such as social selling, providing value, and becoming a thought leader. They’ll learn when and how to contact leads and how to have the most valuable conversations. In essence, they’ll learn how to start selling smarter. They’ll get the information, knowledge, and guidance they’ll need to become effective inbound sellers.


Providing Your Sales Team with the Right Data
Sales people often lose the sale because they’re unprepared and uninformed.

To generate greater sales results, your sales and marketing teams must work together as one. Your marketers shouldn’t be the only ones with lead intelligence. When your sales people are armed with buyer interests, behaviours, motivations, insights, personas, and pain points, they can have more effective sales conversations. Part of sales enablement is providing sales people with the data they need to succeed.

When marketers share this information with sales, your sales people can then cater their conversations to their individual buyers’ unique needs and pain points. When this occurs, the chance of landing the sale increases substantially.


Nurturing Buyers 
Most sales people do not have an effective process for staying in touch with and nurturing buyers. They follow up at random “to check in” without offering value. This is ineffective and a waste of everyone’s time. With sales enablement, your sales people will have the process and the content they need to continuously nurture their qualified leads by providing relevant information, value, and insights based on their unique needs.

By continuously nurturing buyers in a seamless and helpful way, your sales people can help create top-of-mind awareness as well as trust and credibility. This will boost sales.


Building Relationships  
A sales person who tries to deliver a generic pitch to a random list of leads won’t be in a strong position to build relationships. Thanks to sales enablement, however, your reps will have all of the buyer information they need to develop lasting and meaningful relationships, which will increase the likelihood of closing deals and upselling customers in the future. 


Driving Productivity and Efficiency
Part of enabling your sales people to succeed is giving them the tools and technologies that can help them become more productive and sell more efficiently. By giving them access to, and training them to use, tools and tech like HubSpot’s customer relationship management software, HubSpot’s email tracking software, and the PandaDoc digital signing software, you can help them sell. These programs will eliminate data entry, give them insights into their leads’ and buyers’ behaviours, and will ensure that they have more time to sell.

When you automate, synchronize, and organize the process, sales increase.

If you want a boost in sales, then your company needs sales enablement


About the Author:

matt-cook-saleshubMatthew has over 20 years of sales and sales management experience. He is the founder of SalesHuban inbound marketing agency that helps companies generate leads, boost revenue, and adapt to the new way customers buy. When he’s not helping companies improve their revenue, he trains and competes in half ironman distance triathlons to “relax”.

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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