9 ways you can start improving sales execution through sales enablement
Let’s come to terms with a sad truth today: sales enablement isn’t always easy.
If improving sales execution were as simple as flipping a switch, then switch flipping would be the top priority for every CSO around the world.
CSO Insight’s 2015 Sales Management Optimization Study actually found that only 37.9% of companies who implemented a sales effectiveness initiative were completely successful. That’s a sobering statistic, but the big question is this: What is keeping companies from successfully improving sales?
In our upcoming webinar—“Sales Enablement vs. Sales Prevention: Which are You Doing?”—we’re going to discuss the top 3 critical sales enablement mistakes that keep companies from sustainable sales success.
It’s a downer topic, but don’t worry: we’re also going to talk about how to avoid those mistakes and implement actionable sales tactics that will drive better business results. You can register for the webinar here.
As a preview to the webinar, I’d like to outline 9 strategies that may not be as simple as flipping a switch, but are still great ways to get started with improving sales efficiency and execution.
1) Establish a consistent sales process that maps to your buyer’s journey
Is your structured sales process all about you or does it align with your buyers? Break down the stages of your buyer’s journey and identify sales activities that are applicable for each stage.
2) Audit all existing content and training
Do you have all the sales content and training that you need to be truly successful? Now is the time to find out. Develop what is missing and get rid of what is not needed so that you avoid clutter and disorganization.
3) Develop content recommendations
If you want sales reps to use relevant, impactful content for each buyer, you’ll be most effective by putting it right in front of their faces. Use content recommendations that are segmented by sales stage and buyer personas to simplify the content search.
4) Plan out your sales responses
Provide your sales reps with approved responses for common customer objections & competitive FUD. Drill it into them, and use a mechanism that ensures the information is kept updated.
5) Use dynamic sales playbooks
Create an easy-to-follow process for sales reps through sales playbooks that prescribe specific sales activities for each sales stage, linked with the recommended content, competitive responses, training and coaching tips.
6) Conduct regular win/loss reviews
Remove a little of the guesswork from the sales process by regularly going over wins and losses with your sales reps. It’s great for coaching, and you can use the findings to fine-tune content and training.
7) Make time for practice
Make sure all sales team members have a habitual, dedicated time for skills practice. Incorporate this practice time into your coaching program.
8) Reevaluate your sales compensation plan
Your sales comp plan should fully align with how you want your sales people to sell. Reward sales managers and reps for strong process execution, and they’ll reward you in return.
9) Make it easy for your customer to buy
If you’re trying to engage buyers effectively, it helps to give them the resources and information they want when they actually want it. Create customer-focused content that matches the needs of each buyer persona at each stage of their journey.