In this article, we explore how sales enablement, also known as revenue enablement, is changing and how to use technology to increase revenue.
With the rise of digital platforms and the increasing preference of B2B buyers for online interactions, the traditional methods of sales are undergoing a significant transformation.
This means that as a business, you need to adapt and align your strategies with these changing preferences.
But how can you ensure that you’re not just keeping up but excelling in this new environment?
Sales enablement leaders today face a variety of challenges. From economic disruptions and talent scarcity to supply chain issues, the hurdles are many. Moreover, a significant shift is being observed in the market.
A growing number of B2B buyers now prefer a self-service experience. This doesn't mean that the role of a sales representative is becoming obsolete. Instead, it highlights the importance of equipping sales teams with the right tools and strategies to engage buyers with a highly personalised approach.
But what does this self-service experience entail? It's an environment where buyers have all the information they need at their fingertips, allowing them to make informed decisions without always needing a sales rep to guide them.
This shift is a testament to the power of digital transformation and the importance of sales enablement tools in aiding relationship building.
Every successful sales strategy hinges on the effectiveness of its sellers. And in the age of digital sales, this effectiveness is closely tied to three key areas:
In the world of sales, first impressions matter. But these days, every interaction is an opportunity to create a lasting impression. Engaging buyers effectively is no longer just about the initial pitch; it's about the entire journey.
With the right sales enablement strategies and tools in place, businesses can not only engage buyers effectively but also optimise their revenue potential. This is where revenue optimisation tools come into the picture, offering insights, analytics, and solutions that drive sales success.
The role of sales representatives is evolving. With the rise of digital platforms and the shift towards a self-service experience, sellers need to adapt to remain relevant.
Digital transformation has reshaped the sales landscape, making technology an indispensable ally for sales teams. However, with the wide variety of tools available, it's essential to choose the ones that align with the company's goals and the needs of the sales team.
Navigating the vast sea of sales enablement software can be daunting. With so many options available, how can businesses ensure they're making the right choice? Here's a guide to help you select the best tools for your needs:
By considering these factors and conducting thorough research, businesses can ensure they're equipping their sales teams with the best tools to drive success.
Using powerful software like HubSpot’s Sales Hub Enterprise arms your sales team with easy-to-use tools to assist them with sales enablement. By linking to HubSpot’s Marketing Hub and Service Hub, Sales Hub Enterprise gives your sales team a greater chance of converting marketing leads to customers and helps your CRM team manage relationships going forward.
With Sales Hub Enterprise, connecting with prospects has never been easier. The platform gives you access to templates, sequences, tasks, email scheduling, canned snippets, documents, and more, to maximise the efficiency of your team's outreach.
Also, features like standardised reporting and lead analysis, sales content optimisation, automatic lead rotation, automated email sequences, sales enablement software and website visit notifications give salespeople on-the-fly data about prospects so they can close them quicker.
In the world of sales enablement, having the right tools can make all the difference. HubSpot offers a suite of tools designed to empower sales teams, streamline processes, and enhance buyer engagement.
Let's explore our favourite sales enablement tools that HubSpot Sales Hub offers:
This tool enables users to track task completion, meetings scheduled, sequence performance, and more, all within a single dashboard.
HubSpot's Sequences tool offers an automated series of emails and tasks. It allows for pausing actions until the previous action is complete and provides performance analytics.
HubSpot provides tools to forecast revenue attainment and growth for teams and individuals, and submit forecasts for review.
HubSpot's meeting tools allow users to schedule meetings directly from the contact record, create various scheduling pages, and track meeting types and outcomes. As of the latest update, it also includes the ability to route meetings via forms and the scheduling of meetings on behalf of others.
HubSpot offers the ability to create personalised, customisable, structured email templates, and text shortcuts for use in emails and notes.
HubSpot's playbooks allow users to create interactive content cards to standardise note-taking and create resource guides.
HubSpot's document feature allows for document upload and tracking. Users can create unique sharing URLs and track engagement and performance over time, such as when the recipient has opened a document, how much time they spent on it, who they forwarded it to and which pages they spent the most looking at.
HubSpot offers a customisable quote tool with e-signature capability, along with a product library for efficient quote creation. It also allows for the sent quotes to be tracked, deals automatically moved to the next stage when signed, and automatic follow-up reminders to be sent.
HubSpot's calling feature boasts click-to-call functionality, call recording & transcription, call forwarding, and both inbound/outbound call capabilities. It also integrates conversation intelligence to glean insights from calls.
HubSpot allows users to curate a playlist of the best call recordings, serving as a valuable resource for future coaching sessions.
Any company looking to grow its customer base through sales should have Inbound-focused sales enablement practices in place.
Having a clear idea of why, when and how your sales team sells products and services to prospects helps to convert the right leads at the right time. It also ensures a higher probability of those prospects becoming customers.
To achieve this, marketing and sales must work together to create a strategy that retains and maintains the interest of potential customers. That said, what tools can help in the process?
While marketing bread-and-butter strategies like blog posts, whitepapers, case studies, and other forms of content excel at building awareness and generating leads, they rarely close deals on their own. For that, you need a driven sales team equipped with lead-generating content.
But what types of content should you be creating for your sales team? And how can you make sure they use it? Let’s delve deeper.
If your content is generating leads, wouldn’t you want your sales reps to know as much about that content as possible? Wouldn’t you want them to know what kinds of leads the content is generating, including the topic of the content and its likely audience?
Of course! Having this knowledge will give your sales reps more context and help them to nurture leads and close sales more frequently.
For this reason, you should always share your content with your sales team. The easiest way to give them access to this content would be to create a library that contains all of the latest collateral. Once they have access, they can share that content via email or LinkedIn to reach potential prospects.
Here are a few examples of content that helps your sales team to generate leads:
One of the best ways to create blog content is to listen to the questions your customers ask.
And the easiest way to find out what questions are being asked is to ask your sales reps.
These blogs work incredibly well because they immediately address the concerns of existing customers and potential prospects. Your salespeople can readily share these assets via social media or email and get in front of the right people.
Likewise, when marketing and sales don’t communicate, there’s a good chance the primary mechanism for lead generation (whitepapers and eBooks) will miss the mark. By regularly consulting with your sales team, you can help ensure that this doesn’t happen.
Focus on creating gated content that provides insights that cannot be found elsewhere or tackles a specific problem your prospects and/or customers have in incredible detail.
Salespeople love to have good references to share with prospects, so make sure to refresh your case study library regularly.
Sales teams are often underprepared when it comes to garnering the interest of a potential customer. To mitigate this, it’s worth investing time in the following:
There’s nothing worse than a salesperson who reads a script line-by-line to a prospect. That said, you do want your sales team to hit the right conversation points during a sales call. Creating sales scripts that are similar to ‘talking points’ will go a long way towards making your reps sound more like humans and less like parrots.
This is another asset that’s useful for both the sales rep and the prospect — the product sheet.
This piece of content should answer at least some of the following questions:
Who is the product for?
What does it do?
How does it help?
How much does it cost?
Having a readily available sheet that lists your brand’s core products and services is essential for any initial meeting with a prospect.
Sales reps should be aware of what the competition is offering and how their brand can differentiate itself. It’s important to understand why your company is the best and summarise this information in an easy-to-view format. With this kind of collateral, your sales team will increase their conversion odds significantly.
As noted, not all sales content is meant to stay in-house. Here are some examples of content that should be delivered by the sales team itself:
Apart from the company newsletter, a marketing department will want to equip its sales team with templates for several different occasions.
There should be follow-up emails, outreach emails, check-in emails, and more. Ideally, a canned email should exist for every type of customer or prospect interaction.
This form of sales collateral is a fast and easy way for prospects to view what services the brand provides and whether or not the brand's product can solve their pain point.
Customer slide decks should always be a joint production. When marketing does it all, the content can miss the mark in terms of what drives conversions. When sales do it all, the decks often lack context and consistency. While marketing should take the lead in generating this content, they must do so with heavy input from sales.
Although social media isn’t immediately thought of as a sales tool, sales reps need to interact with prospects via social media, so be sure to provide them with some suggested tweets and LinkedIn messages.
The fact is that in today’s world, social selling has become an integral part of the modern sales process. Providing your sales reps with tools to reach out, monitor conversations and target potential prospects or partners via social media is crucial.
Ultimately, the content produced by your marketing department must serve the business. The best way to ensure this happens is by focusing more of your energy on creating content that’s geared towards the sales department.
The HubSpot CRM automates the nagging tasks that distract sales reps from selling. It is the ultimate customer relationship-building tool, allowing reps to get an up-to-the-minute view of their entire sales funnel on a clean, visual interface.
In the ever-evolving world of sales, staying ahead requires a combination of the right sales enablement strategies, tools, and mindset.
As you navigate the challenges and opportunities of the digital age, sales enablement tools emerge as a key driver for success.
At Huble, we understand the intricacies of the sales landscape. Offering expert sales consultancy services, we empower sales teams with the right tools and strategies to excel.
If you're looking to transform your sales enablement processes and achieve unparalleled commercial success, speak with our team to learn more.
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