Sales enablement is a term that may seem foreign but is quickly becoming an indispensable aspect of forward-thinking businesses. Imagine sales and marketing came together to make the sales funnel more relevant, interesting, and effective to both you and your customers.
In this four-part series on the Sugar Community, we are going to discuss why adding sales enablement to your sales process will take you further with leads and prepare you to close more customers.
First, Make Your Sales Content Relevant to the Opportunity
As a sales leader or individual contributor, you wouldn’t give a sales pitch that has nothing to do with your prospect’s pain points and expect it to win you a deal.
Every piece of content, documentation and even the technology you use has to speak to your prospects’ specific needs and stories. With so many companies competing for their business, if you’re not relevant to your customers, you’re not selling.
It’s like showing up to a 70’s theme costume party wearing 80’s workout gear. You’re not prepared.
That’s why implementing a sales enablement process is crucial. Sales enablement includes the technology involved in the sales process and the content included in your case studies, proposals, quotes, and contracts that are sent to prospects once they’re on the hook (hint: PandaDoc makes this really easy).
Don’t have a case study or white paper that’s relevant to that type of lead? Make one as soon as you see a demand for it. It scales better than you may think and trust us - marketing will be willing to contribute to some great content.
Whatever you do, don’t assume that the same contract or case study will work for each opportunity you have. It’s all about curating a personalized (read: relevant to their field) set of sales content to fit specific problems, markets and client types, and having it at-the-ready when the opportunity moves forward.
Stay tuned for part two of our series next week where I will talk about why non-converting customers is a thing of the past.