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Sales enablement consistently provides your sales team with the ideal resources to succeed in their deals. The resources could include content, tools, knowledge, or even information on how to sell your products and services to customers in a better way. While sales enablement has many ways to go around it, there are three pillars of elements that you must keep in mind. Read on!
- The Right Content
Any sales enablement strategy must begin with the right content. Coming up with a good content strategy for your enablement program is vital as it provides the representatives with the required content to share valuable insights and information as the buyers require.
The content strategy you select should align with your general enablement strategy and the ongoing coaching initiatives. Its focus is on micro-content meant for just-in-time learning for sales representatives so they can quickly access the information before buyer interactions. This will not only drive sales rep adoption but also better opportunities to close deals.
With this content, your sales representatives can accompany the potential customers early in their journey. They will position themselves as an advisor, thus more trustable to the clients. You can incorporate intelligent software to understand changing customer behaviour and offer supplementary content.
- Access to Meaningful Data
After releasing content, the company needs to track and know whether it gets to the target audience. The data must then be collected and processed in the most meaningful manner. If something goes wrong at this stage, the organisation may end up with assumptions which may be inaccurate. For this reason, the collection and analysis are crucial for the sales enablement strategy.
By using extensive tracking, you can easily identify behavioural patterns and any clusters that may show a customer’s preferences. To be safe, you must comply with the data protection and GDPR (General Data Protection Regulation) requirements.
A user must be willing to disclose their data and be contacted for follow-ups. They must also get something in return for providing this content. Your strategy may include using a white paper or an e-book without charging them.
Nevertheless, you may also provide purchase-relevant info to get the customer’s contact details. As long as they understand what their contact details are for, you may proceed. It helps you make the first contact and develop a meaningful profile for the customer.
- Personalised Communication
At this stage or pillar, the content has already been created, and the user behaviour has been assessed. The last remaining step to bring in excellent leads is communication. Since you have already laid out the ideal content, you must guide the user through their customer journey. They need to find supplementary information regarding your products and services.
Personalised communication comes in different forms, including individualised newsletters, emails, and automated social media posts that work perfectly here. Using these options, you can expand your company’s online presence and create a mark on the user’s life. The company will be actively present in the clients’ lives.
Luckily for you, various tools help you achieve a personalised approach. Since it is a recurring process, you may also incorporate automation for these repetitive actions. All this further develops your leads. Your ready customers are passed on to the sales department.
After doing all this, you must measure the interactions you get from the communication. Know when a customer opens the newsletter and when they read posts. This gives you the information you need for tracking. They will all go into the customer’s profile so the sales department knows whether they can be a potential client.
Evidently, the current world of sales and marketing has brought about a change in user behaviour. Times have drastically changed, and sales enablement helps your business combine competencies and increase your results. Whatever strategy you pick to focus on, remember that the ultimate goal is to develop qualified leads as well as functional tracking. With this, you enhance your profitability, elevate your sales team, and keep your business ahead of the competition. What Are the Three Pillars of Sales Enablement?
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