“Increased competitiveness makes effective sales enablement more important than ever”
Paul Thompson, Commercial Director, Consenna
The current challenges of the Covid-19 pandemic aside, the business landscape, regardless of sector, is on a relentlessly competitive treadmill. Securing new sales and protecting the relationships in place with existing customers simply can’t be taken for granted and the second that focus slips, a plethora of competitors stand ready to take your place.
This is why sales enablement is so vital.
It’s unlikely you’d embark on a long journey without first checking your fuel gauge; that you’d leave for the airport without your passport (yes, I know, a fanciful notion at the moment!); or that you’d enter an exam without at least a cursory glance at some revision notes. In the same way, how can you possibly expect a sales team to effectively sell without a level of support and preparedness?
But what does a successful sales enablement programme need to focus on in order to create the necessary competitive advantage and cut through to make it a success?
Well, sorry to disappoint, but there is no set formula and no sales enablement approach should be simply lifted off the shelf ready to go. Whilst a talented salesperson may possess many core attributes that lend themselves towards a successful career in sales, the value in understanding the specific product or service, the audience to which it is being targeted, the external factors that may influence the selling process, and the actions of competitors in the market (amongst many other factors) are all vital aspects in enhancing sales effectiveness.
We often refer to a ‘recipe for success’ and sales enablement should be thought of in exactly these terms – a recipe. Not all recipes are the same – far from it – but many will share a number of the same key ingredients, employed in differing quantities and combined together in different pairings, all with the intention of creating something delicious and, hopefully, nutritious!
A successful approach to sales enablement can draw on any combination of marketing information and content, interactive tools, training and workshops, professional consulting or research and insight – the key to combining these in a way that supports a sales team to enhance their effectiveness and create competitive advantage is to work seamlessly as part of that team.
By understanding (and challenging!) their goals, the obstacles that may impact those goals and the wider landscape in which those goals need to be met, it becomes clearer what mix of vital ingredients need to be combined to create a recipe for sales success!
Ask yourself, are your sales results as good as they could be? What is likely to threaten your sales both now and, in the future – a question perhaps more appropriate in current times than ever before; and is your sales team sufficiently equipped to navigate whatever challenge they may come across?
By engaging with Consenna you don’t need to worry. We’re leaders in the development and management of results-focused sales enablement programmes and whilst we believe we have the ingredients for your sales success, rest assured that we won’t present you with an off-the-shelf ready-made recipe.