The sales industry is rapidly changing and there are many opportunities for those who can keep up.

Sales enablement communications is a crucial part of many companies, and its the glue that holds them together. It helps with all lines of business as they try to create their own path forward.

The biggest problem in communication is the illusion that it has taken place. George Bernard Shaw

George Bernard Shaw


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

The Sales Enablement Communications Holy Trinity

The three foundations of a successful sales enablement organization are: -Successful Sales Enablement Programs -The Best Tools and Platforms for the Job -A Supportive Environment

  • Communication
  • Collaboration
  • Orchestration

Communication

Communication is the process of sharing information and ideas, opinions, facts or values with another person.

Clear and concise communication is important when it comes to company goals. Its what sets sales enablement apart from the rest of the business, so we should emphasize this skill.

Communication is one of the most important things in business, but it can be difficult because people dont really listen to understand you before they reply.

The biggest mistake that sales enablement communications practitioner can make is to assume they know their customer better than the customer does. If you are successful, it’s because you are able to ask questions and confirm if what they said was heard correctly.

Rule #1: We have two ears and one mouth so that we can listen twice as much as we speak. Epictetus

There are three steps to make sure the message is communicated effectively.

  • Ask your coworkers a question.
  • Rephrase what they said in their own words.
  • Make sure you’re not just paraphrasing what they said. I read an article about how to motivate people in the workplace and it had some good advice, but I didn’t feel like their suggestions were enough on its own. The author of this article suggests that with base pay plus commissions and bonuses, employees will be more motivated than if there was only one thing motivating them. But after reading through my notes from when I first began hiring salespeople for my company, I realized that while these things are great incentives together–base pay is a constant motivator by default–they might not always provide enough motivation individually. So once again back to experimenting with different combinations of base salary versus commission structure or bonus structures!

It takes many ideas to create one great strategy.

My best career successes came from listening and allowing others to add their thoughts. The sales enablement professional’s role is to ensure that everyone has a voice, but no one dominates the process.

Client story: financial services company wants to expand globally

Here’s a story of one of our clients:

The marketing leader of the company had to change their messaging and positioning because they were losing business with other companies inside the company.

As I listened to the other leaders, it was apparent that they weren’t interested in what he had to say. They were all checking their phone and then after a while, one of them said how frustrated he was at not being asked for real-world customer examples or pain points.

I could feel the frustration in the room. When it was time for product management to talk, some people were checking their emails instead of paying attention.

It is important to keep in mind that no business unit or department will be more important than the other when working with different departments. You are a sales enablement practitioner, and your role is to balance input from all areas of the company.

When you’re trying to get a job, it’s important that your communication skills are strong. You need to know how to speak in such a way that people love listening and be good at listening so others feel comfortable talking with you.

Collaboration

The sales enablement communication organization should partner with other departments in order to create a well-oiled machine. This means partnering closely with the marketing, product management, and human resources organizations.

When you’re a salesperson, your goals are determined by the leader of your company. You need to be their partner and keep them in mind when working with other departments.

In order to help salespeople meet quotas, we as sales enablement professionals should always have a strong persuasion and influencing skill set.

I recommend that my clients create a council to help with sales enablement.

  • The purpose of this initiative is to create relationships throughout the company, and build trust among departments.
  • The goal is to create a successful sales environment by bringing together all the key contributors.
  • Participants at the meeting were from marketing, product management, sales and HR. The discussion was about how to better enable the sales force.
  • We need to go over a few things before we end the meeting. We’ll talk about hiring cycles, upcoming events, product releases and competitive updates.

This meeting style lets all lines of business be on the same page about goals, deliverables and metrics. It also gives each line a chance to share any wins they’ve had or updates.

If you’re a sales enablement professional, here are some questions to ask yourself before your next meeting.

  • How will you make sure that all of your different companies are working well together?
  • How will we make sure that there is cohesion among the different departments?
  • You should be including your salespeople in the process of building out goals and objectives for their job.
  • If you’re in charge of many different lines of business, how often should you be communicating with each one?
  • How do you show each of these partners the value of your sales enablement organization in their language, not in a jargon-filled and business speak?
  • How do you make sure your partners are involved in all stages of the program?

Never confuse activity with productivity.

You can’t just do your work and expect the company to notice. You need to create a way for them to see, acknowledge, or validate all of it.

Orchestration

You cant play a symphony alone. It takes an orchestra to play it. Navjot Singh Sidhu

 

Sales enablement is important because it helps make sure that all the salespeople are working together to bring in revenue. Orchestration refers to planning or coordinating various parts of a situation so they work together.

We all have different departments in our company, and they are playing notes. The problem is that these notes overlap so it sounds like noise rather than music.

We work with all of the departments in our company, including marketing and product management. We provide feedback to them on how they can improve their messaging or features for customers.

We want to make sure that the company is on the same page and focused on producing a successful product, which means we need everyones input.

Sales Enablement: The Ambassador

Marketing is responsible for driving qualified leads, and sales validates those leads to increase closed deals.

To make sure leads turn into closed sales and generate additional revenue, the marketing department has to work in tandem with the sales team. This means that there needs to be a well-defined process for handing off and tracking information between departments so that they’re all on the same page.

When marketing brings in leads but sales can’t close them, it’s usually due to a lack of clear communication that needs to happen between the two departments. KPIs are not always at fault.

When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough motivation for them.

The focus should be on things like pipeline management, developing a better understanding of who your target market is and how to reach them, tracking the growth in pipelines for each person’s position – with guidelines about when to hand off responsibilities between roles. It also includes collaboration between account managers and sales representatives so that customers are receiving what they have purchased.

Translators and Travelers

We focus on speaking to sales, marketing, product management and customer success in their own language. And we do that by gaining the trust of these professionals.

Sometimes you have to get out of the office and into your prospects’ world in order to understand how they experience the company. You then take this information back to marketing, who can make adjustments based on what customers are thinking.

Its important to get feedback from customers and other stakeholders on how you can improve your product or service. You don’t want it to be too late when someone else starts taking business away because they offer a better solution.

A closed sale is never the end of the customers journey.

Customer first

The holy trinity of communication, collaboration and orchestration is how I work with my clients to make sure they put the customer first. And sales enablement makes it possible for them by reminding everyone that infighting will only disadvantage the company in this marketplace.

Good communication, collaboration and coordination can help you implement world-class sales enablement programs. They’re not just small things or “soft skills”they establish a foundation of rapport that is important for every activity.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

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Justin McGill
About Author: Justin McGill
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