There’s a process in our industry in desperate need of a new, all-encompassing definition…whether you realize it or not.
It’s how the best performers in our sales industry consistently get the job done. You should want what they have. What they so often tend to have is effective sales force enablement behind them.
Please allow me a minute of your time to begin to make the case for this…
Sales enablement leader/analyst and research director Tamara Schenk(@tamaraschenk) recently penned a post for MHI Research Institute’s blog (@MHIResearch), “Evolving Enablement to Sales Force Enablement: The New Definition.” In it, Schenk helps us better understand the vastly underappreciated and undervalued element of sales force enablement. When that’s right, your sales team really is empowered to perform at their best.
Or, as Schenk puts it:
“…a strong definition of enablement helps you to build a solid foundation for your specific enablement practice in your context.”
I like how the post quickly goes into asking and answering the same question you may have in your head: “Why do we NEED a dynamic, strategic and holistic sales force enablement definition?”
Schenk uses far more than merely her opinion to make her point. Instead, she draws from the 2015 MHI Sales Best Practices Study. [You don’t need to give your personal information to access it; that link goes directly to the study.]
In this section of the post, the author asked the question: What are world-class sales performers doing differently?
Do you want to know what they do, with the stats to back it up? Then read the post.
I will share this:
World-class sales performers know exactly how to navigate the different dynamics along the entire customer’s journey, and they don’t walk away after a deal has been closed.
How the world-class sales performers pull it all off, time after time, is what sales force enablement is all about.
If I asked you to name 4 components that make-up true sales force enablement, how would you answer that?
Schenk offers these 4 components, based on data, within the new definition she proposes:
- Integrated content
- Training & coaching services (effective training/coaching…emphasis mine)
- Understanding of the customer’s journey
- Using the right technology for the team
The right technology these days really is key [and I’m not merely talking about SalesFitRx either]. There’s a handful of tools, a right mix, that will be most effective for your particular organization. Start with what you’re presently missing out on, then fill in your needs from there.
Some of the tools will be common to upwards of 90% of all sales teams simply because they specifically address common sales team issues no one else is addressing [or if they are, they’re being inadequately addressed]. Keep that in mind.
If your competitors have discovered the mix that works for them and you haven’t then they have a significant advantage over you. <insert knot in your stomach here>
Read the definition Schenk proposes and see if it aligns with where you presently are, or if it’s where you want to take your sales organization.
For me, Schenk now offers the best definition of this vital process I’ve read yet. And, I really love that strong data was used as the actual building blocks of the definition.
Next Step: Print out Schenk’s blog post, schedule time with your sales manager and begin the conversation about how you can work together to use this information, based on research data, to strengthen the sales performance of your sales team this quarter.
I’ve featured the writing of Tamara Shenk in the past. You can keep an eye on her work at her blog and also at the MHI Research Institute Blog.
QUESTION ::: Does the topic of “sales force enablement” come up in conversations with your colleagues or management?Does this new definition give you more to work with?
Let’s talk about it…
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2015 Guide to Sales Optimization: Restoring Sanity to Sales