Prospecting, pitching, tracking engagement — there’s no question that modern technology solutions have made it easier for sellers to complete these essential tasks. But even as the tools have improved, selling has become more complicated as buyers’ expectations have risen. With increased access to information, buyers today do more of their research independently and invite more internal stakeholders into buying decisions. To capture and win buyers’ attention, sellers must now research and present insightful solutions tailored to multiple decision makers’ needs. The result is that reps end up spending more time trying to keep up with increasingly complex sales processes, impacting overall sales productivity.
Ellie WilkinsonEllie is Senior Digital Marketing Manager at Highspot. Before Highspot, she directed the customer success team for the flagship product of Moz, an SEO analytics SaaS company. There, she made it her mission to empower marketers by providing proactive outreach, personalized training, and relevant resources across the customer journey. Ellie earned her bachelor's degree in English from Princeton University and master's degree in magazine, newspaper, and online journalism from Syracuse University's S.I. Newhouse School of Public Communications. She also recently completed a certificate in business administration from the University of Washington.
Sales Enablement vs. Sales Engagement: Which Do You Need?
Quality over quantity: we’ve all heard the age-old advice to prioritize value instead of numbers. But of course, in sales, sellers need both quality and quantity to build a busy pipeline of qualified buyers. Sales enablement and sales engagement support sales teams in forming meaningful connections with buyers at scale and streamlining sales processes. There’s strong support for both:
- Sales enablement: Aberdeen has shown that companies with successful sales enablement programs see 23% higher lead conversion rate.
- Sales engagement: SiriusDecisions reports that training and supporting sellers with sales engagement can potentially increase the tenure of sales reps by 40 to 65%.
But what’s the difference between sales enablement and sales engagement — and which do you need for your sales team to ensure quality and quantity? To answer that question, it helps to start by defining the two different practices.
Six Tips to Tune-Up Your Sales Team’s Productivity
In today’s competitive market, buyer behavior is constantly changing in response to new technologies and buying processes, and smart sellers must evolve to keep up. Even the highest performing sales teams have to stay alert and on the lookout for new ways to boost sales productivity to keep their competitive edge — or risk falling behind. According to our 2018 State of Sales Enablement report, nearly 70% of respondents reported that their company’s sales process was becoming more complex, and 55% reported that the increasing level of sales process complexity impacted their sales performance. With these new sales process challenges, it’s more important than ever to regularly take time to focus on optimizing sales productivity. After all, productivity means profit. When a business improves its salesforce’s effectiveness and productivity, it makes it easier for sellers to close deals that drive revenue.
Successful Sales Communication Strategy in 6 Steps
ABC: The motivational sales shorthand for “Always Be Closing” might as well also stand for “Always Be Communicating,” because sales runs on communication. From opening pitch to closing deal, effective communication supports every step in the buyer’s journey and provides a critical link between sellers and internal teams such as marketing.
But sales communication can be a double-edged sword. While its importance in providing sales with critical connections is undeniable, it has the potential to overwhelm or distract sellers from their goals if there is no strategy guiding it. Quality, not quantity, is the key for sales leaders looking to create effective sales communication strategies for their teams. After all, sending more email updates won’t make your sales team any more informed if they aren’t finding the content relevant, valuable, or easily accessible. The guiding goal of any successful sales communication strategy should be to provide salespeople with the right information, in the right place, and at the right time.
Read on for the who, what, when, where, how, and why of developing a sales communication strategy. With these best practices, you’ll have a framework for communicating with your sales team that will keep them informed, prepared, and focused on the goals that matter.