Investing in a Sales Enablement tool is a big decision, and a good one. Having a tool that gives your sales team easy access to up-to-date, on-brand marketing collateral that can be displayed on a mobile device anywhere, any time is obviously a boon for any company trying to improve their sales conversations. However, simply making the investment is not the end of the line. We are very proud of our product, but we would never tell you it’s a magic wand that will solve all your problems. Having the right tool is just the first important step in achieving true Sales Enablement. We’ve outlined six steps to help you make the most of your Sales Enablement Platform.
1. Set the tone
Before you roll out the Sales Enablement Platform across your sales team, make sure they are given a heads up. Whether you notify them in person, by email, in the company newsletter, or with a video, try to generate some enthusiasm for the tool so that everyone is onboard with the idea. Be sure to stress that the app on their mobile device is designed to make their lives easier and to help boost sales. How you frame the initial introduction of the tool will go a long way to deciding how successful it’s going to be.
2. Train them up
Starting with the admins/content managers and rolling out to all users, make sure you offer training on the content management system, the app and, if needed, the mobile devices that the sales team are using. You know what we humans are like: We tend to reject things we don’t understand. Don’t allow that to happen. Your SaaS provider should offer training – take them up on it. And follow up with further training about 6 – 8 weeks after the initial rollout, by which point your users may be looking for more in-depth guidance.
3. Create good content
If your content isn’t up to par, a Sales Enablement app can only do so much. Content is truly at the heart of Sales Enablement, so invest plenty of time in creating an array of case studies, white papers, infographics, videos, slide shows and everything you can think of to help your sales team talk to your customers. The more you tailor your content – to different markets, different product offerings, different types of meetings – the more successful it will be. And don’t forget to let your sales team know what’s available, who the target customer is and how you envisage it will be used. They’re not psychic and shouldn’t be left to scroll through the Content Sets for new material. Which brings me to my next point.
4. Talk to your sales team
In all these stages, it’s imperative that you keep up a dialogue with your sales team. The more closely you work together, the more successful your company will be – it’s really that simple. Sales Enablement should feel like a collaboration. The salespeople are marketing’s best link to the customer and should be used as a resource when developing new content. Even more important, though, is that there is regular discussion of what content is available and, if necessary, training in how it ought to be presented. It’s also important to think of the Sales Enablement Platform as a tool for both sales and marketing, empowering both to do a better job, rather than a way for marketing to keep an eye on sales.
5. Always be learning
That being said, a good Sales Enablement Platform will enable you to track sales’ engagement with the app. Are they using it? Which content are they showing customers? How long for? In what order?
For sales, the app should have the option to leave feedback on content, whether that’s to inform the content creators that there is a problem, or to pass on a customer’s comments.
In either case, it’s an opportunity to learn which content works best and that’s a great foundation for future content development.
6. Integrate it with your CRM
Sales Enablement shouldn’t exist in isolation. If you’re operating CRM software, and your Sales Enablement Platform has the capability, integrate the two so that you get a complete picture of all your customer interactions. Not only does this save time (and we all know that time = money), it will also reduce the paperwork pressure on your sales team and eliminate the need to nag them to update their client records with meeting logs.
Sales Enablement Platforms are a great way of improving sales conversations. They help get the right material in front of the right people at the right time. But they come into their own when both marketing and sales are using the tool correctly, populating it with great content and getting that content in front of the right people.
We have a lot of experience helping clients make the most of their Sales Enablement Platform. We’d love to help you do the same.