Sales reps get limited opportunities to understand, engage and convert the customer to a paid member. The customer will ask questions about why the product is better than the competition or may want to read the experience of existing customers etc. To answer these questions in the best possible way and improve the chances of executing the sale better and communicate the benefits of the product effectively, the sales team needs to be supported in terms of tools and information. This process of supporting the sales team with content and tools necessary to close the deal throughout the customer journey is called sales enablement.
“The activities, systems, processes, and information that support and promote knowledge-based sales interactions with client and prospects.”
What is Sales Enablement software
Sales enablement tools provide sales reps resources so that they can sell more effectively. They act as a store of all the necessary content (blogs, case studies, white papers, videos, etc) that the sales teams can use to improve the chances to make a sale. Reps can easily search for relevant content and use this content to engage and educate the customer throughout his buying journey. These tools also track the engagement of buyers on this content and it serves as feedback to the marketing team in terms of which content is doing better with the customers.
Some tools have content creation capabilities while others can upload content into them. Marketers create a repository of all types of content that can be used for pitches or presentations by the sales reps. Some content is only meant for internal use like research tools, best practices, product information, etc. Many managers use these tools to train and onboard new employees.
The overarching purpose of these tools is to bring the marketing and sales team together and align them with the content strategy around the buyer’s needs.
They store all types of content
- Presentations / Pitches / Infographics
- Case studies
- Reports / White papers
- Pricing/discount info
- Competitive comparisons
and aim to democratize the sales process by giving all reps the same content so they can hit quota is a scalable and repeatable way.
Who uses Sales Enablement software
Sales Reps use sales enablement tools to find the most relevant content to improve the chances of conversion. They can easily find and share the most relevant information with the customers so that their concerns are addressed. Being able to track the content, really helps that understand their buys interest so that they can take the conversation forward accordingly.
Sometimes people confuse sales ops and sales enablement, but sales ops are a much broader role which includes sales planning, revenue, and post-sales engagements as well. Sales enablement, on the other hand, includes only improving the efficiency of the sales rep to win more deals.
Marketers use enablement tools primarily for two reasons: Content creation and feedback on content created. Usually, marketing teams struggle to get feedback on how well their content is performing on the field. These tools give them detailed feedback even to the level that buyers are engaging which slide the most.
Channel partners use enable tools for training and content purposes. Having all the content in one place helps them ramp up with the product faster and handle objections/questions better with superior search capabilities.