Sales Enablement : Closing the Knowledge Gaps to Close More Sales

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One obstacle that companies are constantly reporting as a hindrance to sales reps' success is gaps in sales knowledge. When it comes to closing these gaps in knowledge, it is crucial to implement a well-defined and formal sales enablement program to serve as the glue that unites sales activities, including sales content management, onboarding and training, product launches, and virtual selling. Companies with sales enablement programs are ten times more likely to hit their revenue targets and have better trained and more confident reps than those without. A sound sales enablement system can keep sales reps on the same page and provide a clear understanding of all sales processes to the entire team, giving them the knowledge and confidence they need to navigate their interactions with buyers throughout the closing process successfully.

Let’s explore the different components that go into creating an effective sales enablement program that can help close sales knowledge gaps and empower teams with a smooth transference of information across departments.

Specificity

One of the most critical aspects of designing an effective sales enablement system is using a holistic approach specifically focused on meeting sales reps’ needs – namely closing deals. Businesses have recently realized their regular CRM isn’t cutting it when it comes to having an effective sales enablement program because the modern CRM has become too broad and generalized to help sales teams in the ways they need it most. Sure, your CRM can keep your data organized, serve as a communication tool, and track customer interactions; but the possibilities, for most, end there. You must implement a separate formal program, made explicitly for sales enablement rather than relying on a CRM alone to bridge sales knowledge gaps and empower sales reps.

Training Alignment

Training Alignment

While the enablement needs of newly hired sales reps vary immensely from those of more tenured ones, consistent training is always a recipe for success. An impactful sales enablement program needs to ensure that all of those needs are being met and create an aligned training program that spans the entire lifecycle of each rep to prevent immense gaps in sales knowledge that can be detrimental to a team's progress. Studies show that companies that don’t use a formal sales enablement program are twice as likely to report that sales training is a problem. In fact, 47% of companies say that inadequate seller training is a crucial factor in missing revenue targets. Many companies are working with systems that only cater to the needs of their established reps and neglect to give newly onboarded reps the tools they need beyond their initial onboarding. While data may be easy to manage and solid communication tools may be in place, without formal sales enablement, there is no place for newer reps to continue their learning process. A proper sales enablement program with an easily accessible learning management system that includes instructive modules and a database of information on policies and products can align your entire team with sales knowledge, bridging the gaps and giving everyone more time and energy to spend on closing deals and driving revenue.

Modularity

An effective sales enablement platform needs to be modular to streamline processes and reduce errors.. Given the complex work of most sales reps, with their goal being to close the most deals and generate revenue, it’s inevitable that certain aspects of the sales process, no matter how vital, may fall by the wayside. This is especially true when there is not a proper sales enablement structure in place to manage operations that may stand in the way of their sales process. This is especially true when onboarding new sales people and assigning them items like goals, tasks, and responsibilities. Roles need to be clearly defined to prevent confusion during knowledge transfer. Information needs to be broken down and distributed in small, digestible components aligned with each stage of the selling process rather than delivered as an incomprehensible "megadeck." By making answers and solutions readily accessible, you can ensure that everyone on the sales team is privy to the same amount of knowledge, leaving no room for gaps in knowledge among reps. Delivering data in a modular structure can give your team the knowledge and confidence to focus on having positive customer interactions and boosting revenue.

Implementing a formal sales enablement program is no longer a “nice thing to have,” but rather an essential tool needed for the success of the modern sales team. According to recent studies, a majority of sales professionals believe that revenue would drop significantly for the companies they work for without an effective sales enablement program. It may explain why more than 8 out of 10 companies report having a structured, formal approach to sales enablement. This approach may require creating a separate team to manage sales enablement, or implementing new technology that goes beyond the functions of a CRM and is geared towards sales teams explicitly.

Technology like TigerLRM, which was created for modern salespeople, is designed to bridge sales knowledge gaps by providing sales enablement tools designed to help reps hunt leads and close deals more effectively. Combining a learning management system, a communication center, a CRM, and lead and opportunity management tools, TigerLRM provides everything a sales enablement system needs to empower reps with the knowledge and skills needed to close more deals. The platform truly works to bridge the knowledge gaps among teams, and fosters a holistic approach that focuses on sales goals, measures effectiveness with mutually agreed-upon metrics, and scales activities to transform sales. By implementing a sales enablement system that delivers training, content management, collaboration, and insight all in one place, sales reps can close deals more efficiently than ever before.

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