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4 Posts authored by: Jared Fuller

In my four part series (1, 2, and 3), I’ve discussed the value of adding sales enablement to your sales process. It is now time for the conclusion: how to set yourself apart from the competition.


Your time and deliverables become more valuable to your customers when you make the sales process easier. It’s that simple.


Think of it this way. A lead comes to you in the healthcare field. You’ve had a few healthcare customers before, but it’s not a large portion of your lead pool. You send out your standard contract, white paper and blog post that you use for your technology customers. This automatically makes your healthcare lead feel that you don't understand their market, so they look elsewhere for services.


By adding relevant sales enablement to your services or your sales process, you're setting yourself apart from the general sales flow (and your competition) showing your customers (and the rest of your organization) that you can be more successful, relevant, and convincing by coming prepared with content, documentation, case studies, and technology that resonate with potential customers and their relevant markets.


This not only makes the buyers’ experience easier and more enjoyable, it helps your sales process run as smoothly and efficiently as possible.


In conclusion…


When you look at sales enablement as a whole, there’s really nothing that can go wrong with making your sales process more relevant to your leads and more effective in converting leads to customers. By arming your sales team with the right sales enablement tools, you're setting yourself up for success.

Interested in learning how PandaDoc can help your business utilize your sales enablement content? Try PandaDoc today! Learn more here.


Thanks for tuning in!



As a sales rep and/or sales leader, you’re on the front lines every day trying to close more deals to hit your revenue goals. But there is one thing you can add to your sales process to bring your leads further to the finish line - sales enablement.


In my previous blog post here and here, we talked making your sales content relevant to the opportunity and why non- converting customers are a thing of the past. This week I am going to tell you how to turn your lead gen engine into a revenue-generating engine.


There’s a distinction between being great at bringing in a large number of leads and being great at making them customers.


The difference? Revenue. With sales enablement, you are setting up a sales team for a smoother ride to revenue, creating more value than a hundred non-converting leads could.


Not to mention, customer referrals and testimonials are the #1 way to bring in more clients. By creating a more relevant experience for your customers and tying yourself to the revenue numbers, you’re ensuring not only an awesome, continuing relationship with each customer but you're also creating the chance that their success story can lead to more opportunities for you.


In my final part next week, we’ll discuss how to set yourself apart from the competition. Thanks for sticking with me!




In our 4 part series on the Sugar Community, we are discussing why adding sales enablement to your sales process will take you further with leads and prepare you to close more customers.


In part 1, we talked about why you needed to make your sales content relevant to your sales opportunity. This week we are covering why non-converting customers are becoming a thing of the past.


Creating and finding leads gets your foot in the door, but does that mean they’ve really entered the sales cycle?


I’ve said in the past, “What’s the use of someone becoming a lead and then an opportunity, if you can’t then actually have a closing conversation with them, and deliver something to them, where they sign on the dotted line, or pay for the product or service?”


Think of it this way: marketing generates dozens of leads and then says “Have fun!”, leaving your sales team to figure out exactly how they’re going to turn them into paying customers. While it’s not marketing’s job to sell the product and convert customers outright, leaving leads on the table and merely hoping that they’ll turn into customers is the same as leaving those leads to die.


With sales enablement, particularly when you deliver the right content to your lead, you increase the conversion rates of those leads, allowing the sales team to do a better job at hooking those companies and bringing them through the finish line.


Sales enablement tools are more than just the butter to your bread – they’re the plate that your waiter keeps filling up when you’ve finished off your baguette.

Stay tuned for part 3 next week where I’ll talk about turning your lead gen engine into a rev gen engine. And in the meantime, if you want to learn more about our integration with Sugar, check out our website.


Until next time,
Jared Fuller

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.

Jared Fuller

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