Best Practices for B2B Sales Enablement

John Cook Director of Demand Gen | Consensus
John Cook

What are the best practices used in B2B sales enablement?

  1. Coaching and training
  2. Collaboration with marketing
  3. Strategizing and implementation
  4. Prioritizing nurtured leads
  5. Embrace technology

Sales enablement tools are software designed to supplement the business processes that are done for B2B or B2C sales. They provide additional support in data tracking and storing, additional efforts to reach out through automated emails and lead identification, and additional analysis for buyer profiles and patterns. Sales enablement tools are designed to enhance the existing processes of a business, opening the door to new opportunities and higher growth ceilings.

But that is all it is—a supplement. An add-on that should improve something that is already working. In that regard, these tools are nothing without the sales team that it empowers. The sales team is the core of a company’s business profile. They are the ones that put in efforts to search for leads, stick with them through the buyer’ journey, and eventually close the deal. Therefore, it is very important that along with supportive software and structure, you also have a sales team that is well-armed with knowledge and skills to help them succeed.

But sometimes, having all this is not enough simply because there’s no driving force pushing them onward. Well, the best way to start enhancing your sales team more is to expose them to the right practices for sales enablement—and here’s the best for you!

Coaching and Training

Coaching and Training

The concept of B2B sales enablement is something that is new to a lot of sales representatives. Introducing this idea can be tricky when you only rely on lectures, modules, and seminars. The best way to present B2B sales enablement is through coaching sessions and training with experts. Contrary to popular belief, sales enablement is not all about sales. Sales representatives must also be knowledgeable about marketing, the product at hand, and the industry in general! Sales enablement is far from “set it and forget it”. In B2B sales, you will have many opportunities to innovate.

But of course, before you try out new things you should first have a solid grasp of the basics — that is where coaching and training come in. Coaching is the methodology of choice for team improvement, while training is something that should be done for as long as you are in B2B sales. Because B2B sales strategies and practices never stagnate, it only flows further and further.

Collaborate with Marketing

Unless your sales and marketing department already work together (in that case then good job to you!), then you should strive to start doing so because your marketing team will have already produced a ton of content that is relevant in all phases of the buyer’s journey. Content such as white papers, infographics, blogs, and videos are filled with information that will help your customers decide on patronizing your product!

In return, bring feedback to your marketing team, tell them which of their collateral works the best, and which ones need some tweaking. Suggest content topics and tools for future use. Become a proactive and trustworthy partner to your marketing department!

Create a Strategy and Stick to It

Create a Strategy and Stick to it

One of the most effective driving forces for B2B sales is the formation of a strategy, and it should revolve around one goal. Before any kind of effort is done, you should already have a defined goal to reach. Share this with your entire company so that everyone knows what they should do and what their role will be!

When the other departments know what they’re supposed to do, then they’ll be more passionate to contribute what they can to increase overall sales! The sales and marketing departments are just two entities within a business. All the other teams are more than capable to help with customer engagement and patronage!

Prioritize Nurturing Existing Leads

The B2B sales team’s job is to look for leads. These leads are then nurtured before they are eventually turned into a buyer. Nurturing your existing leads is like investing — by the time you’re done and your leads are ready, then you’ve basically nurtured them into a buying relationship. Remember, the more prospects see your brand, the more influence you’ll have over them.

You should also take note of leads that have gone for way too long (also known as a stalled lead) Every sales professional should know when to stop nurturing such leads. It’s alright for you to stop because you can easily re-market them in the future!

Embrace Technology

Embrace Technology

The B2B landscape is continually improving. As long as there are technological advancements coming along, there will be many innovations and newer opportunities everywhere. There is a large collection of useful sales enablement tools that can be used by almost any person. Just take note of which one is right for your company.

In B2B sales and marketing today, being knowledgeable about all the best things to do isn’t enough. You should pair that now with the latest and most appropriate technology in order to fully maximize the potential of your sales team!

Key Takeaway

Sales enablement is a key factor in B2B sales efforts today. As a way of improving existing sales processes, however, just the tools are not enough. Rather, it is the practices that will be implemented within the company that will initiate the growth!