SalesTech Star

Sales Enablement Best Practices for 2021

Most of today’s high-performing sales reps use enriched data and predictive intelligence to enhance their business sales capabilities and reduce the time spent on prospecting. Sales enablement tools help give sales teams that added visibility into sales pipelines and current prospecting flaws, while helping them manage their deal flow and deal stages with the right conversations and triggers. Proper alignment of sales engagement and sales enablement practices can improve sales efficiencies to lead to sustained profitability.

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A few things that can help set the tone for a stronger sales year in 2021:

Strengthening the Sales Process and Flow – at the ground level.

Investing in an array of sales technology without knowing how to extract the best from its capabilities is the biggest mistake teams make today. To ensure you have the right sales technologies in place, a few basic points need to be put in place;

To create a solid sales enablement strategy, sales teams need to develop their ideal buyer personas and target list, based on which identifying the pain points and specific buying triggers of these prospects at the account and individual level is a crucial step in setting the tone for the rest of the sales conversation and buying stages.

Sales enablement and sales engagement tools that can help derive these behaviors and prompt the right responses ensure sales reps lower down the hierarchy have the right tools as part of their arsenal to drive impactful conversations.

Sales leaders, with the help of advanced sales enablement tools can put cadences in place for these personas, these sales templates can be customized for use within the central CRM or sales engagement software so that globally distributed teams and especially new sales hires already have their full flow of the sales messaging they need to take their prospects through the buying journey. Automating a part of these cadences based on buyer interest, email opens can help teams with fewer sales reps reach more prospects within a shorter timeframe.

Updating these cadences based on current trends and shifts in consumer buying behavior is a task sales managers and sales leaders need to pay attention to.

Enlisting someone as an Internal Sales Team or Salestech Trainer

Revamping an existing sales tech stack, investing in new sales enablement software or processes all require a little bit of adjustment and training. While some salespeople are adept at adapting to new sales technologies quickly, without the right training at the right time, especially at the time of implementing a change in processes or technologies, the best results will be harder to achieve. Sales leaders should identify a key member of the team who can train, upskill and monitor the use of the (new) and existing sales tech while ensuring data hygiene throughout.

More importantly, in a time where hybrid work structures and remote salespeople have to adapt to new processes and sales technologies from home, ensuring the right training and support optimizes how quickly sales teams can earn ROI from new tech investments.

In addition to designating sales tech trainers, having admins from the team responsible for building accurate reports and maintaining / updating the data will ensure a balance between sales enablement processes and sales enablement tech investments.

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Planning for the Big Picture

One thing that sales leaders hold common ground on is that 2020 was a year of learning amid the pandemic. In several conversations with sales leaders, points on how nimble and agile processes are need of the hour in today’s dynamic environment and where a strategy that resonates with the audience in one month might not the next, sales leaders and teams can’t only plan ahead; they have to account for several industry dynamics, ensure that their sales operations are mature enough to undergo instant change when needed. Investing in sales enablement tools that can help sales teams with their specific challenges taking into account foreseeable industry changes will help teams react to changing buying interests faster.

In the end, it does always boil down to a few basics: understand who your potential customers are and what their potential buying interest is, enlist the right sales enablement processes, sales technologies, sales enablement tools and sales training methodologies to then track how quickly your team can successfully convert these potential customers.

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