Sales enablement is the people, processes, technology, and data that enables your sales organisation to sell more effectively. The best sales managers will coach their sales representatives on the most impactful sales techniques on a regular basis. But sales managers must also enable their teams with the right arsenal of tools and technologies to achieve success in their buyer interactions. The proper sales enablement tools will enable your sales force to improve the sales dialogue and engage the buyer throughout the decision-making process. It will align sales and marketing, boost overall sales intelligence, and increase productivity.
In a recent survey, we asked insurance sales professionals how they primarily sell insurance. 36.57% of sales leaders report that they conduct their sales through in-person meetings. Whereas only 5.22% percent of sales leaders report selling virtually. In the midst of a global pandemic, where in-person interactions are scarce, these salespeople are not well-equipped to execute sales effectively or efficiently. With proper sales enablement tools, these salespeople can dramatically improve their win rates. So, where do sales managers begin?
Let’s dive into the ways sales leaders can implement effective sales engagement strategies throughout their sales teams to maximize impact and drastically improve their win rates.
Create Sales Content that Your Team and Prospects Love
Having impactful sales content in a single cohesive space helps both the marketing and sales teams communicate one consistent message to their prospects and customers. Oftentimes, we see sales teams with their materials spread out all over their intranet — making it difficult for salespeople to find the exact piece of content they need for a sales meeting. With sales enablement technology, sales teams can ensure brand control and consistency by storing all materials in one centralized location that’s easily and accessible to all.
But what good is having content in one centralized location if the content is outdated and no longer engaging? How do you create content that both your team and prospects love? In our years of experience working with sales leaders, we’ve found that nearly 65% of people are visual learners and up to 80% of salespeople see better customer engagement with interactive content. Utilizing eye-catching graphics, video demos, and immerseful presentations, salespeople will keep their leads interested and involved throughout the sales process.
Prospects will love how the interactive presentations help them visualize the benefits of their potential investment and your sales team will appreciate the consistent engagement in the material from the prospect. The best part of it all is that sales teams can easily update content based on usage insights to ensure each representative has direct access to the most relevant sales collateral.
Enable Sales to Support Your Customer Dialogue
Over 51% of sales leaders that we’ve surveyed believe that it is not easy to upsell products and services during their sales meetings due to a lack of quality sales materials. Interactive presentations enable salespeople to move fluidly between sales points and topics depending on where the sales conversation leads.
For example, let’s say you’re having a virtual sales meeting with a prospect regarding car insurance. You were able to scrape together all the sales materials you could find in the intranet on car insurance policies and plans. However, during the meeting, the prospect informs you that they’re also interested in learning about motorcycle insurance. You only have material on car insurance and were not prepared to go into great detail about motorcycle insurance — what do you do? Most likely, you’d probably say something along the lines of, “I can send that information over to you right after this meeting.” By not being prepared to switch lanes in the sales dialogue, you’re not providing the prospect with excellent, real-time customer service and you could be leaving money on the table.
With the help of sales enablement tools, all your sales materials are easily accessible during the virtual meeting allowing you to quickly adapt to the flow of the sales dialogue. If a prospect asks a question about a different product or service, you can quickly switch slides and provide them with all the necessary information the prospect needs to make a well-informed decision. This enables salespeople to upsell to their prospects and increase customer satisfaction. At the end of each presentation, the salesperson can easily send over all the relevant slides and information to the prospect specifically based on what they talked about.
Qualify Leads and Sell More with a Sales Enablement Platform
One of the lingering questions that keep salespeople up at night is “what did the prospect do with the sales material after I sent it to them?” A sales enablement platform can help you obtain insights into when and how the prospect interacts with emailed material. Pretty cool, huh?
To gather real-time prospect data in every meeting, sales leaders use interactive value calculators and surveys in each sales presentation. A high-quality sales enablement platform will give you in-depth insight into which slides individual prospects are visiting most, what numbers they’re putting into ROI calculators, the links they’re clicking on, and more. These analytics enable salespeople to more effectively retarget their prospects and also better tailor the conversation to the prospect’s exact needs and wants the next time they speak.
With these analytics, salespeople can qualify leads and more effectively sell their products and services by tailoring their approach to the exact needs of their prospects.
To learn more about sales enablement strategies, take a look at our 5 Step Sales Enablement Content Strategy Guide.
Use Insights on Team Performance for Effective Sales Training
Effective sales training is crucial to the success of sales teams across enterprises. With adequate sales enablement tools, sales teams can use the sales content located in the central hub to easily train new sales representatives. New and seasoned sales representatives will feel confident in their selling skills knowing that all the necessary information is available to them at the click of a button.
With the proper sales training strategy backed by the right technology, sales managers can automatically obtain data that identifies how the top sales representatives present the sales material to customers and take that knowledge to train other team members. Behavioral statistics enable sales coaches to tailor training based on an individual’s performance, providing a more personalised sales training experience for each salesperson.
A comprehensive sales enablement platform helps top sales leaders qualify leads and changes the way buyers and sellers talk to each other. By defining a sales enablement strategy within your organisation, you can unlock greater potential across your sales team. With Prezentor, sales leaders are enabled with one platform to manage sales content, gain customer and internal sales representative insights, as well as save time and personalise the buyers’ experience.
Since in-person meetings aren’t possible in most places around the world at this time, it’s imperative that sales leaders enable themselves and their teams with the tools that enable effective selling strategies in virtual meetings — or risk falling behind the competition.