Your best sales reps have infinite to-do lists. Between reaching out to leads, giving demos, meeting with prospects in-person, and creating sales pitch decks, their energy is spread thin—which means that they don’t have the bandwidth to experiment with new initiatives either.
That’s where sales enablement leadership enters the picture. By empowering sales and customer success reps with the right information, you’ll help them save time, generate more sales, and conduct more fruitful conversations.
Here are some ideas to get you started.
1) Replace ‘pitchy’ case studies with in-depth, verticalized customer stories
Prospects want to see proof that your product will deliver upon its promises. That’s where customer stories come in. By demonstrating how your products and services save time, improve ROI, reduce costs, or streamline efficiencies, the sales process will be much more straightforward.
When creating case studies, focus on the storytelling element. Identify pain points that your favorite customers were looking to solve, and craft a narrative that explains how your product or service fits in. Create a diverse portfolio of examples so that prospects can learn about your company from multiple angles.
As an example take a look at Box’s customer stories. They’re skimmable, represent diverse industries, and showcase real challenges that top companies are experiencing. The customer stories highlight the power of Box while telling an engaging narrative.
2) Create content around questions that are causing bottlenecks
Chances are that your sales reps are answering the same types of questions over and over. Prospects might be interested in certain features, pricing details, or past success examples, for instance.
Sales enablement and customer success leaders should create content that addresses these patterns. Start with the bottlenecks—points of friction that are stopping your team from closing deals—and create one-sheets that your sales teams can simply forward along. By tailoring content to these bottlenecks, you’ll ensure that the information that you’re producing won’t go to waste.
The content that you create may take multiple forms—guides, one-sheets, whitepapers, and even infographics. Choose the medium that best communicates your message. You can even face test your content ideas with a small sample of prospects before deploying your plan in full.
3) Implement systems that eradicate administrative time sinks
Scheduling, emailing, presenting, and cold-calling are time sinks that can really add up. In closing deals, meeting with prospects, and finding new opportunities, sales reps will often bury themselves under redundant work. While they’re willing to ‘do what it takes,’ they’re well aware of the fact that those hours spent scheduling and writing office memos can add up quickly.
Test systems that help your organization transmit information faster. Calendly, for instance, automates the process of scheduling appointments. Team chat software Slack makes it easy for coworkers to share stream of consciousness information and to collaborate in real-time. Box makes it easy to upload and share files between team members. You could also consider contracting with a virtual assistant company to give your sales team an extra set of hands for basic tasks.
Start by auditing your sales team’s processes. Figure out where they’re experiencing bottlenecks or points of friction. Introduce system that tackle these challenges head-on.
With more time on their hands, sales reps will have the leverage that they need to think creatively and strategically. Rather than feeling bogged down with basic administrative tasks, they’ll have bandwidth to help your company explore new initiatives and forge deeper customer bond. These sales enablement resources will be investments well-made.