How to create sales enablement that seals deals

Sales enablement for the win(ning of new business).

You might be wondering what sales enablement actually is. Well, put simply, it’s your ticket to boosting sales. But behind this is a collection of marketing resources that help your salespeople seal the deal.

The sales call is only one part of getting a new client to sign on the dotted line. It’s a rare prospect who buys from you during their first contact with your organisation.

That’s why you need to build a wider sales-enablement campaign — including sales emails, cheat sheets and organised calling days — to bring that new revenue through the door.

Supporting your sales superheroes.

It can often be hard to convince sales professionals that marketing materials really can help them. But we’ve run more than a few campaigns in our time that show sales enablement is totally a thing.

Take, for instance, when one of our clients tasked its sales teams with winning back 60 accounts from competitors in 60 days. Sounds like a tall order, right? Well, our ‘Heroes’ collateral helped the salespeople smash their targets — and saw the campaign extended way beyond its original remit.

To do this, we created a company superhero — along with flyers, posters and cardboard cut-outs. Oh, and chocolates made an appearance too (followed by a swift disappearance once eaten).

When people met their targets, they got to become their favourite superhero — as we created framed photos and awarded certificates.

It might all sound daft without seeing it in action. But the salespeople all bought into the campaign, and made it a huge success. A superhero theme might also seem frivolous when budgets are tight. However, for relatively little investment, you can seriously boost your bottom line.

Three ways to enable sales.

So, how do you go about creating your own super-successful sales-enablement campaign?

Well, here are three steps you need to follow to get your sales team selling as they’ve never sold before:

1. Share best practice.
   
   How does your top seller tackle a difficult sale? Find out, and share their knowledge. There’s no to reason to keep the things you do successfully a secret. And collateral like cheat sheets give you simple ways to make sure everyone in your sales teams has access to best practice.
   
2. Own the customer conversation.
   
   Two-thirds of sales teams struggle with not being able to find content to send to prospects. Create emails, presentations, data sheets and more, and you’ll have plenty of useful info to seal the deal.
   
3. Upskill your people.
   
   You can’t expect your people to all work the same way. But you can encourage them to adopt best practices by providing training materials such as internal emails and intranet campaign pages. This gives your people the helping hand they need to turn prospects into customers.

Play by your own rules, and get results.

There are so many ways to give your sales teams the edge when they talk to prospects. It all depends on what’ll work best for your people.

Sales enablement allows you to win business by making sure everyone has the tools to share your message and work together.

Give us a call to find out more about how we can help you shape your team into a room full of sales-target-busting superheroes.