It’s no secret that salespeople aren't able to spend enough time selling; it’s a central challenge that sales enablement strategies vow to alleviate or erase.
Roles and teams dedicated to sales enablement have become commonplace in sales organizations. Almost 60% have someone in charge of the area, according to a recent CSO Insights sales enablement study. But how is that going?
Just under 30% felt like they were hitting most or all of their expectations – everything from increasing revenue and selling time to reducing turnover and onboarding time.
If you feel like you’re in the majority falling a bit (or a lot) short on those goals, don’t worry. We’re here to share the most common problems sales organizations face with their sales enablement strategies.
1. Reps don’t have the right resources
The first question you need to ask is this: am I giving my reps everything they need to succeed?
[bctt tweet="@KiiteHQ asks: are you giving your reps everything they need to succeed?" username="kiiteHQ"]
Every rep should have access to content and tools like a central CRM system. Information needs to be organized and tagged with descriptions or metadata so it’s easy to find.
And they should get answers to their questions. Only 60% of questions posted in sales chat channels ever get a response. Using passive listening, Kiite makes sure reps always get the response they need.
2. Reps don’t know how to use the resources they have
What good is a sales enablement strategy if no one’s using it? Training and education are huge drivers for adoption.
Make sure each sales rep knows the steps in your sales cycle, your buyer personas and how to reach out to them. They should also be familiar with the technology you use, the content you have and where to find answers to their questions.
The most common culprit is one-and-done training. If low adoption is an issue, tie your strategies into performance metrics and processes on an ongoing basis.
3. You aren’t making the most of your technology
Sales in 2018 are all about using technology to its fullest extent to make reps’ jobs easier. But building a technology stack that supports your reps is hard.
An effective tech stack should help reps qualify leads and initiate conversations. It should fit seamlessly into your workflow, support behaviours your reps already do well and integrate between tools you use.
Automation plays a huge role in reducing manual work and providing insights that might otherwise get missed. A tool like Kiite gives reps all the information on your internal and external websites within one chat platform. Plus, it reads and learns from your content, empowering your reps with real-time answers.
4. Sales and marketing aren’t talking
Sales relies on marketing to generate interest, deliver high-quality leads and provide content support in the sales cycle. Marketing needs to know what customers and prospects are saying, and what material’s working.
Still, over 41% of sales and marketing executives feel held back by a lack of insight into which campaigns are truly effective, according to a survey from Seismic.
Both teams need to align on common goals and KPIs and identify roadblocks before they arise. A regular meeting between teams – bi-weekly or monthly - is a good start.
5. Your content doesn’t create leads or advance deals
Reps often report creating their own content because the stuff they have available to them through official channels isn’t cutting it.
Without high-quality content, your customers don’t have all the information they need during their buying journey. Your reps suffer too, because that same content helps them build knowledge, look credible and make sales.
So make sure your content is well-researched and targeted for your sales cycle and buyer personas.
6. There’s not enough transparency
Your team should know what’s happening behind the scenes. The same goes for others in the company – sales impacts many functions like marketing, customer service, finance, product development, legal, human resources and IT, just to name a few.
Start by sharing the information you have about prospects and customers openly with your team.
If you want your sales enablement strategy to hit expectations, it should focus on making life easier for salespeople, the business areas they impact and your customers. All that needs to happen from beginning to end, says CSO Insights.
“Sales enablement is not about getting a little better at everything; it’s about becoming great at a few important things,” they write. “You need to make your sales force effective along the entire customer’s journey so that they can influence the buying decision right from the start.”