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How Do Sales Leaders Make the Investment in Sales Enablement Actually Pay Off?

Sales Enablement is one of the biggest- but also more confusing- buzz words in business today. Many sales leaders clamor to push out a stream of data, content and technologies. But a lack of strategy behind it may overwhelm salespeople and ultimately harm productivity more than it helps. How do you make the investment and promises of sales enablement actually pay off? Integrity Solutions Chief Sales Officer, Bruce Wedderburn, details how sales teams can leverage it to develop skills for better quality, human conversations that can be used at the right time to advance sales opportunities.

Podcast Takeaways

  • Sales enablement is about providing salespeople with the information, the content and the skills to help them sell more effectively.
  • The purpose is to improve the quality and the quantity of sales conversations- and better outcomes from those conversations.
  • True customer value comes from helping the customer think through their current situation, contrast that with their desired situation and think through the value of the ‘gap’ between the two.

Quotes from Bruce Wedderburn

“(Sales) enablement is such a buzzword, that many sales leaders and CEOs are saying ‘we’ve just got to get this..'”

“The easy thing to gravitate toward is that sales enablement is all about gathering data- providing the sales organization with constant stream of information and content. In many cases that can overwhelm sales reps; that can hurt productivity rather than help it.

“If it doesn’t translate into an effective conversation between the sales rep and the customer then all of that data is wasted; it’s just background noise.”

“If it’s about providing the information, content and skills that help salespeople have better quality conversations, those three things need to be aligned to the journey that the buyer goes on.”

“Being able to identify where the buyer is in their journey and align the content, the information, the data and the skills to really deliver value based on that stage of the buyers’ journey- that’s a critical aspect.

“If the collective goal of sales enablement is to empower and equip salespeople to have better quality conversations with customers, then (sales) managers play a critical role in coaching in order to build and develop the potential of their people to execute those conversations more effectively.

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