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Topics Covered: <a href='/resources/search/?query=Sales Strategy'>Sales Strategy</a> | <a href='/resources/search/?query=sales enablement'>sales enablement</a> | <a href='/resources/search/?query=Sales'>Sales</a>
Sales Leadership
Jun 19, 2017 | Canadian Professional Sales Association lock

Good sales managers generally embrace sales enablement initiatives. Why? Because, when it is done over an extended period and with the right strategy, sales enablement provides big benefits for both the sales team and the company as a whole.

Sales enablement involves creating high-quality content, resources, and training for your sales team so they have access to virtually anything they could possibly need to convince a lead to make a purchasing decision. Additionally, it also includes adding the right tools, data-driven processes, feedback loops, support, and integration with marketing functions.

Here are 5 reasons why your boss is backing sales enablement, and why you should too.

1. Data 

Today’s sales stars are also marketers, customer service pros, presenters, influencers, advisors and much more. Data and analytics can help steer the conversation and drive more opportunities with buyers.

Sales enablement programs provide salespeople with information on buyer insights, interests, personas, and pain points. This is important because the better the sales team knows the needs and demographics of buyers, the easier it becomes to offer the right solutions. Sales managers understand that providing their salespeople with data on consumer behaviors, motivations, and needs means more chance of sales.

It is important that one result of sales enablement is a shift in direction, in which sales pros better utilise marketing tools, resources and data to give buyers as much targeted and timely value as possible.

2. Strategic Touch Points

Good sales enablement allows a sales manager's team to avoid randomly calling prospects who may or may not be interested in their services but instead continually nurture qualified leads by providing them with targeted and relevant updates, news, and value based on their interests and behaviours.

An effective way to stay in touch with buyers in 2017 is by understanding and acting on trends and automated communications resources at triggered intervals. This keeps your company at the forefront of the lead’s mind until they are ready to make a purchasing decision.

3. Teamwork

In many situations, sales enablement experts will train and develop groups. Learning new social selling techniques with your teammates, for example, can be a great way to better understand each other's strengths and ways you can support each other to hit collective goals. What’s not to love for a manager?

4. Inbound v Outbound

Modern buyers simply don't want to be sold to. There are so many indicators and barriers today that outbound sales is nearly impossible.

The best sales managers encourage sales enabling initiatives so that their teams can understand and embrace the widest possible sales funnel and types of leads. A big component of sales enablement involves encouraging inbound selling techniques. Learning the skills to address active inbound leads will offer a managers sales people new ways to build trust, create relationships, and offer advice. 

5. Relevance

The other reason why sales enablement is such a powerful tool for sales managers in 2017 is because it gives them the opportunity to develop their best salespeople who, without the training, could otherwise fall behind the curb or even become obsolete. 

It is in the best interests of the company, sales manager and not least the sales employee to embrace opportunities to diversify and adapt team and individual competencies so that core skill sets and strengths can continue to be relevant and support sales efforts.


Ultimately, all of the above benefits allow your sales team to have more productive sales conversations. By resulting in more deals and increased opportunities, sales enablement can drive revenue for your organization and support your company’s sales targets. 

About the Canadian Professional Sales Association

Since 1874, we’ve been developing and serving sales professionals by providing programs, benefits, and resources that help you sell more, and sell smarter. 
Contact us today at or 1-888-267-2772 to see how we can help you and your team reach new heights in sales success.

Copyright ©2016 by The Canadian Professional Sales Association
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