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Sales Enablement: Why Is It Important for a Sales Team?

March 18, 2022

Sales enablement has exploded in popularity with sales companies. In fact, it has seen a 34% increase in adoption over the last 5 years!

There are more LinkedIn job postings for sales enablement teams than ever before. And companies are allocating whole budgets to these efforts. So what is all the hype about? Being a salesperson, or leading a sales team, can be extremely challenging. Sales teams have so many responsibilities, and in the age of instant gratification and quick results, they have little time to do them. Salespeople play several different roles, but companies started noticing that there weren’t resources for sales teams to adequately fulfil these roles. To fill this gap, companies have started to invest in a sales enablement team. This term has gained much popularity over the past few years, and its importance is now undeniable. Let’s dive into what it entails and why it is important for your sales team.

Sales Enablement

Sales enablement is the process of providing sales teams with everything they need to become holistically efficient, productive, and successful in sales. Sales teams often lack the right resources, training, and tools to reach their full potential. This can include marketing content, sales training, sales tools, and much more. This process focuses on certain goals of teams, such as higher quota attainment, conversions, or customer retention. Then, it finds out what the sales team needs to reach these goals and provides it. Sales enablement can be different for every sales team, depending on their targets. However, there are a few main elements that should be core to every enablement effort. Let’s look at some of its key aspects.

Customer-Centric

An essential factor of sales enablement efforts is the focus on the customer. Sales leaders want their sales teams to be customer-centric, so sales enablement should elevate this to the next level. Sales enablement efforts should first look at buyers’ pain points and what they need. Then, they can find ways to enable the sales team to provide for those needs. For example, if buyers are looking for a more personalised experience, sales enablement can provide training for the sales team members on personalising the buyer experience. Another example would be providing sales teams with more user-friendly tools that will attract buyers looking for a seamless experience.

Data-Driven

Another important aspect that will ensure a more successful sales team is how much it values measurement. A strategy without data is an unsuccessful one. So everything that sales members work on should be measured and evaluated. Sales enablement should prioritise measuring all efforts by the sales team based on the team’s targeted metrics. Metrics may include average buyer experience length, lead conversions, and average time spent on a deal. Based on this data, sales enablement can find gaps and provide the most helpful resources for the team members.

Continual Development

A core aspect of sales success is the importance given to continual development and training. Sales training includes much more than how to seal a deal. Salespeople need training on subjects including customer relations, team dynamics, and communication skills. Sales managers also need training on how to lead their team most effectively. In fact, 61% of executives have claimed their sales managers have not been adequately trained in management strategies and techniques. It is only through continual development that teams will see growth, and sales enablement is the perfect place to start. It focuses on the development of all team members in order to elevate performance.

Why is Sales Enablement Important?

It is clear that companies are starting to invest more into sales enablement teams. But is it worth it? Why is it so important, and what are its benefits? Let’s look at a few crucial ways that sales enablement can benefit sales teams.

Increased Productivity

The most obvious benefit of sales enablement is that it creates a more efficient sales team, which translates to higher revenue. When salespeople have the right tools, training, and resources, they can sell more effectively. This means higher leads, win rates, and revenue. In fact, companies with a formal enablement approach saw a 35% increase in quota attainment. Giving sales teams exactly what they need to succeed is a simple strategy that can lead to big results.

Increased Salesperson Retention

A commonly overlooked issue in sales teams is team member burnout and turnover. Sales leaders are seeking to increase retention by investing in their members for the long term. Sales enablement aims to do just that–invest in the professional development and success of everyone on the team. So it is no surprise that organisations with formal enablement efforts saw 15% less turnover than companies with one-off sales enablement projects. It is also common for sales teams to rely on a few overachievers, while the others are left behind and continue with low sales performance. However, sales enablement lifts the entire team, providing every member with the same tools and resources to succeed. Enablement efforts also answer one of sales teams’ biggest challenges: onboarding. With a formal process set in place for training team members, onboarding new salespeople is fast and effective, and greatly reduces ramp rates. Research shows that companies with effective sales onboarding reduced turnover rates.

Higher Customer Loyalty

Acquiring new customers is 5 times more expensive than retaining existing ones, so customer retention will always be a key goal of sales teams. Sales enablement provides a unique opportunity to create a more flawless customer experience through the way it prepares sales teams. It looks at buyers’ specific needs and focuses on ensuring the sales team can provide those. This leads to a smoother and more personalised buying experience. Therefore, customers are more likely to be satisfied and become loyal buyers and even brand champions.

Implement Sales Enablement with Online Sales Training

It is clear that sales enablement will continue to grow as a main priority for companies, and there are several benefits of doing so. It is never too late to invest in your sales team. Not sure what your sales team needs? Start with a free Sales Skills Scorecard where you can identify potential areas for growth on your team. Kickoff your sales enablement efforts with training tailored to your team. Check out Essential Sales Skills by London School of Sales for an e-learning course that will unlock your team’s potential, performance and skill set.