What’s all the buzz about Sales Enablement these days? Is this just a trendy term used for Sales Training, Sales Development, or Sales Effectiveness? Aren’t they all the same? Possibly, yet for many industries they are not. For example, Sales Training has typically been a separate function for many companies focused on the teachings of sales process, products and services, etc. We have seen Sales Enablement aligned to many of the Sales Support or Sales Operations functions. Today, however, more and more companies position Sales Training under the Sales Enablement umbrella. To further clarify this issue:
Sales Training – Defined: Sales Training is a vital organizational resource which exists for the sole purpose of improving sales and sales management job performance. It should be aligned to the business goals and objectives of the organization. It is from these objectives that Sales Training is developed to deliver the desired behaviors to accomplish the expected results. In other words, in order to be more effective achieving X results the sales team will need to successfully demonstrate Y behaviors and knowledge.
Sales Enablement – Defined: To provide the right information to the right people at the right time to enable the sales team to improve their effectiveness during “Selling Time”. Selling Time is the time spent meeting Face to Face (or in telesales a client phone call) with a qualified decision maker where a meaningful dialogue occurs for the purpose of identifying or advancing an opportunity. (Not the time spent writing Proposal, RFQs, or Office Admin).
We see Sales Enablement as having three key parts;
Enabled Preparation, Enabled Training, and Enabled Execution
Part 1: Enabled Preparation – A strategic and consistent process where information is readily available, easily accessible and customize-able by the front line sales team. A repository of on demand content consisting of specific intelligence, analytics and messaging for the purpose of preparing a sales person to compete and win an opportunity. This content can be accessed many ways, for example, through company portals, mobile apps, on-demand videos, or down loaded.
Examples of Enabled Content; Company Presentations, Product Information, Industry Trends, Competitive Intelligence, or Case Studies describing your client success using your product or service.
Part 2: Enabled Sales Training – Based on an organization’s findings from a professional GAP analysis (Desired Results – Current Performance = the GAP), the purpose of Enabled Sales Training is to positively impact the Time to Value factor for newly hired or tenured sales executives. This means professional Sales Training can be a significant driving force for an organization to accelerate the ramp up time for new hires or reinvigorate a tenured rep’s performance to achieve expected sales targets. The focus of Enabled Sales Training is typically on Sales Process, Tools, Knowledge, and Behaviors that can be applied immediately on the job.
Part 3: Enabled Execution – This is where the rubber meets the road and where Sales Enablement all comes together! Accomplished effectively, Enabled Sales Execution is the successful application of Enabled Preparation and Enabled Sales Training during the client sales meeting. Successful Sales Execution is not always measured by whether a deal gets closed, yet we’d all like that, but more about whether the stated Call Objectives were met. If, for example, the call objective was to qualify and identify if an opportunity is worth pursuing and the sales person was given ample time to ask the right questions as learned from their training to obtain the information needed then in fact this would be an example of successful sales execution.
Please reach out to GCT if you would like to further discuss this topic. www.gcttraining.com