Picture this: You’re a seller standing on the edge of the Grand Canyon. Across the great divide, you see your buyers attempting to build a bridge to reach the other side. They know where they want to go, and the question is, how can you help them get there?
In the modern world, connecting with modern buyers in a way that provides meaningful value is more difficult, and more important, than ever before. With digital resources at their fingertips, today’s buyers are informed, savvy, and demanding. They’ve done their homework and expect sellers to add value beyond what they have already learned.
According to CEB, 53 percent of customer loyalty is driven by sales reps offering unique value and perspectives. Are you one of these reps – or one of those whose outreach efforts echo unanswered?
While there are many reasons salespeople fail to reach potential customers, one reason surfaces consistently: The sellers are not equipped with the tools they need to succeed. Just as it’s impossible to build a bridge without the correct materials, sellers cannot be expected to reach buyers when they do not have the necessary solutions.
So, what is it that will help prepare sellers to win over modern buyers? Sales enablement.
With Corporate Visions reporting that 74 percent of buyers choose the sales rep who was first to add value and insight, sellers need a way to make an impression. Sales enablement is the strategic, ongoing process of equipping sales teams with the content, guidance, and training they need to effectively engage buyers. From content recommendations to analytics, a sales enablement solution has what sales and marketing teams need to align, meet their goals, and drive revenue.
Let’s take a closer look at three things sales enablement does to close the gap between sellers and modern buyers:
- Prepare sellers for every conversation: Chances are buyers have researched your product or service before you even make contact. Some may be ready to bring out the credit card; others may be skeptical and in need of real-world examples to be convinced. Sales enablement empowers sellers to meet buyers with the right materials at every stage of the journey. Reps can quickly become experts with access to dynamic sales guides and readiness materials – making it so they can confidently enter any conversation.
- Engage buyers with effective content (at the right time): Have you ever bounced back and forth between multiple drives, folders, and platforms in search of the perfect piece of content to close – only to end up empty-handed? A sales enablement platform provides a singular place to organize, share, and analyze all sales assets, making it easy for reps to find what they need, when they need it. It doesn’t stop there: Advanced platforms have AI-driven content recommendation features that use machine learning to surface the most relevant asset for every situation.
- Analyze and optimize best practices: You’ve pitched case studies, product brochures, data sheets, proposals, and more. Do you know which type of content resonates most with each customer? With sales enablement, you can use end-to-end analytics to measure customer engagement, including email activity, email opens, dwell times, demo time, and more – and then roll the data together to amplify best practices across the team.
When sellers give prospects the guidance and support they need to get to their destination, it’s a journey modern buyers won’t forget. Sales enablement is the way to build bridges that last.