With sales representatives’ success rates taking a downward turn over the last five years, many sales professionals have wondered what the solution is. When social selling and digital selling paradigms have done so much to propel sales growth, the question becomes more concerning. Why are sales representatives’ quota attainment levels falling?


In 2018, sales force enablement is the answer for many sales leaders. Empowering and supporting your sales teams with content, training, tools, and technology, among other things, may seem like common sense in today’s business environment.

Enabling your sales team members in this manner helps them to win clients and influence prospects. In turn, salespeople are better prepared to obtain their quotas and propel sales growth in the business. How does sales enablement prepare your salespeople to win over clients and influence prospects?

Putting the Client at the Center

The idea of enabling salespeople through training, technology, and other supportive measures seems focused on your sales teams. It can be difficult to see the customer as a central figure in this methodology, but sales enablement is incredibly customer-centric.

The training, technology, and even content you provide to your salespeople through a sales enablement program are all customer-focused. The central idea is to teach salespeople to support clients and prospects throughout the buying cycle. With proper support, salespeople focus more on client needs and experiences.

The case of content demonstrates this quite well. Many salespeople report they don’t have the right case studies to show prospects and clients when discussing a potential purchase with them. Without this content, the prospect remains unconvinced. They may turn to a competitor who can offer them the information and value they’re seeking.

Aligning Strategies and Marketing

Sales and marketing are often considered together, although the two may have diverging concerns. The result is usually a mismatch between marketing initiatives and sales efforts. The marketing team may be in charge of content creation, but it may not produce the types of content salespeople need.

Salespeople interact directly with prospects and clients. They receive feedback about the kinds of content clients want to see and they know the kinds of content they need to win clients and influence prospects. Tighter alignment of sales and marketing can streamline the all-important content creation process. Your sales representatives get the content they need and your clients want.

Enablement helps salespeople become more effective partners for marketing. It also encourages the marketing team to align more closely with your sales teams. This creates a seamless transition between marketing and sales and more coherent branding messages to deliver to your prospects.

Learning More about Prospects and Clients

Sales enablement puts your clients at the center of the sales process in another way. It provides the tools and technology sales professionals need to gain deep insights into prospects and clients, their behaviour, and even their likelihood of making a purchase. In short, the tools and technology you provide to your sales teams can assist them with making better decisions about which leads to pursue and how to approach them, which platform to use, and even which content to use.

The focus on training and ongoing learning is another strength. Salespeople learn how to leverage the tools they’ve been given more effectively. They’ll also continue to learn, develop, and refine their social selling skills. In turn, they’ll be able to approach more prospects and successfully win them over.

Sales enablement is an ongoing process that benefits your sales teams, your business, and your clients alike.

Matthew Cook

Author: Matthew Cook

Matthew Cook is a serial entrepreneur and has over 20 years of sales and management experience in inbound sales and marketing and recruitment. As the founder of SalesHub (https://www.saleshub.ca/), he helps companies generate leads, boost revenue, and adapt to the new way customers buy.

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