What is Sales Enablement?

In B2B business, personalized consultation and customer support are crucial to selling successfully, especially when dealing with complex and high-priced solutions. Therefore, Sales Enablement has become an indispensable strategy for numerous B2B enterprises.

In this guide, you will learn what Sales Enablement is and how it supports sales teams in increasing their revenue figures.

Definition

Sales Enablement describes a strategy in B2B that aims to equip sales representatives with high-quality materials and arguments to sell successfully.

How it works

A Sales Enablement tool consolidates all relevant sales and marketing content into one platform. Team members can thus access the content they need for their customer consultations at any time.

The content is tailored to engage customers at every phase of their customer journey and to address their needs effectively. For instance, does the customer want to review a case study before receiving detailed pricing information, or are they already at the stage of requesting a personalized proposal?

Here are a few content examples:

• Presentations
• Case Studies
• Customer Success Stories
• Whitepapers
• Infographics
• Email Templates

Sales Enablement not only equips staff with the right arguments but also conserves important resources. After all, sales representatives do not have to spend time creating dedicated materials. They can access a pool of high-quality content and fully concentrate on selling.

Difference to Sales Operations

These terms are often used synonymously, yet there are significant differences that distinguish them from each other.

While Sales Enablement essentially provides the right tools to effectively engage customers, Sales Operations ensures that processes run efficiently. Thus, Sales Operations mainly focuses on the area of process optimization.

Benefits

• The right arguments: Staff members receive exactly the materials they need to convince customers.
• Quick onboarding: New employees can onboard more quickly and professionally advise customers from the start.
• Training and education: Team members find content on the platform for further education to expand their skills and knowledge.
• Evaluations and analyses: Sales Enablement tools enable data-driven evaluations to be conducted.
• Satisfied customers:Professional advice leads to more closed deals and improved customer loyalty.

Why it is important

Sales Enablement ensures high-quality consultation as team members always have access to the best content. At the same time, salespeople can confidently engage in conversations as they can quickly address specific customer questions. Ultimately, with the right arguments, more leads can be converted into valuable customers.

Guided Selling as a Sales Enablement solution

Guided Selling is used to lead customers through the advisory process.

Within Sales Enablement, Guided Selling is implemented as a digital advisor that assists and guides employees during the sales conversation.

How it works: Sales representatives can interact with the digital advisor via touch devices. The digital advisor asks precisely the right questions to determine the customer's needs. All the salesperson needs to do is answer the questions together with the customer. After a few clicks, they receive a product recommendation perfectly tailored to the customer's needs.

The product recommendations are generated by a Recommender Engine that matches all product data with the customer's response options. As a result, each customer receives an individual and perfectly fitting recommendation.

Benefits of Guided Selling

• Consistent Consultation Quality: The digital advisor provides a suitable recommendation for every use case. This enables sales representatives to precisely determine which solution or service is best suited for the customer.


• Pre-qualified Leads: The recommendation generated by the advisor can be sent directly to the CRM. As a result, salespeople know which solution is suitable for the customer and can create a dedicated offer.


• Selling Complex Solutions: Especially in the B2B sector, solutions and services are often complex. They may come in many variations or consist of multiple components. Keeping track of them can quickly become a challenge. The digital advisor has access to all product data and can configure the optimal solution even for very specific use cases.


• Upselling New Products: To introduce new products to the market, recommendations can be configured to prioritize these new products.


• New Employee Onboarding: Thanks to Guided Selling, new employees can start immediately and conduct professional conversations.

You are looking for a Sales Enablement Tool to support your team? We would be happy to introduce you to our solution in a short online demo.

Simply fill out our contact form. We look forward to hearing from you!