How Sales Enablement Can Drive Revenue Growth in 2021

How did your leadership priorities change in 2020? If you started paying more attention to the sales enablement needs of your organization, you’re not alone.

According to recent HubSpot research, 65% of sales leaders who outperformed revenue targets in 2020 reported having a dedicated person or team working on sales enablement efforts instead of making it an initiative someone works on off the side of their desk.

[New Data] The 2021 Sales Enablement Report

For sales organizations that have been waiting to implement dedicated sales enablement measures — the time is now. With 2021 right around the corner, intentional sales enablement is a must-have for organizations that want to remain competitive in the future.

HubSpot recently sat down with Chris Pope, Director of Sales at Crayon, to discuss how companies can implement sales enablement strategies that can move the needle and drive revenue growth.

“Crayon defines sales enablement as providing our account executives with the resources and content they need to win more deals. Closing deals is more important than ever, especially in today’s competitive market where there are fewer deals to close,” he says.

In 2020, Crayon placed even greater emphasis on sales enablement to support their sales force. “We’ve put even more effort into making sure that our sales teams have the resources they need, simply because every deal matters more than ever,” says Pope.

How to Improve Sales Enablement for Your Team

1. Use data to inform your sales enablement content.

Crayon uses data to inform sales enablement decisions. According to Pope, his team relies on “velocity reports” to determine what areas of the sales process reps need the most support with.

“Velocity reports tell us what our reps conversion rates are at every stage of the sales funnel. How many opportunities are turning into discovery calls? How many discovery calls are turning into demos? How many demos are turning into proposals? And how many proposals do we send out that turn into closed business?” says Pope.

“We leverage that data to inform us where each individual rep needs to spend the most time, and where managers need to spend time training individual contributors.”

From an organizational level, this approach helps sales leaders know how to support sales managers and reps, and provides valuable insight into the type of training and content would be most effective.

Two examples of enablement content Crayon leadership has provided to their sales team include:

Call Recordings

“We love call recordings. We not only have call recordings of what the perfect call sounds like, we also have recordings of ideal discovery calls, effective demos, and successful closing calls. We share these recordings with reps who may need help in those areas, and we share them broadly across the organization so everyone is on the same page,” Pope says.

Battle Cards

Battle cards are a valuable tool for preparing reps to speak to features and objections related to your product. Crayon relies heavily on battle cards to ensure sales reps understand what they’re selling inside and out.

“We use our own product to make sure that our individual contributors have the most up to date messaging on how we position against our competition. This knowledge has been crucial not only for our organization, but for our customers as well,” says Pope.

2. Focus on sales team culture.

Chances are, you’re familiar with the term “company culture” — the idea that a company should have a shared set of beliefs, values, and practices. But when was the last time you assessed the culture of your sales team?

Sales teams are often dynamic organizations with motivated team members whose ability to sell is critical to the health of a company. Building strong rapport among members of the sales team and having a culture of open communication, especially in a remote environment, is an effective way to support sales enablement.

Feeling supported and included while selling remotely can be challenging for reps. For Crayon, sales team cohesion is a high priority.

“We’ve done our best to create a team atmosphere. We have daily calls where the entire sales team is on together, we have a peer program where our more experienced reps are paired with less experienced reps to offer coaching and mentorship, and we’re creating cross-functional opportunities for our pipeline generation team to work closer with our closing team,” says Pope.

These activities build trust across the team, and strengthen communication among sales managers and reps, creating a better environment to tackle sales enablement issues as they arise.

3. Prioritize sales enablement at each level of the organization.

At Crayon, sales enablement is an all-hands-on-deck initiative from the top down.

“Sales enablement is a team effort at Crayon. It starts at the top with our Senior Vice President of Sales, who delivers insight on broad topics and training related to overarching sales themes such as a demo workflow, or how to run a closing call,” says Pope.

“The managers and directors are responsible for individual training tailored to the needs of their reps. This can include listening in on at least a few calls for each individual contributor weekly, and providing regular feedback.”

In addition to the sales enablement work of leadership, Crayon focuses heavily on team selling to get everyone involved.

“If one of our reps is great at positioning our product against a competitor’s or they’re strong at demoing a certain aspect of our platform, we’ll invite their team members to tune into their sales calls so they can learn from them.”

Everybody within the organization plays a role in our sales enablement.

In 2020, sales managers at Crayon took a hands-on approach to coaching reps who had opportunities for improvement.

“We’ve really made it a focus to make sure managers are involved in more calls. Managers are putting time aside to give individual contributors and feedback that they need after calls, and benchmarking performance after every stage of the sales cycle,” says Pope.

According to Pope, if a rep is struggling with a specific part of the sales process, Crayon’s team will “focus our training on the specific aspect of the process they’re struggling with to help them improve and get their overall win rate up.”

4. Don’t wait to give feedback.

When sales managers and seasoned team members are coaching reps, the Crayon team makes it a point to provide feedback quickly.

For example, if Pope were to listen in to a rep’s sales call with a prospect, he would schedule 15 minutes with the rep right after the call to deliver feedback on how it went.

“When you let time pass, the call is not as fresh in the rep’s mind, and your feedback is not going to be as direct as it would be if you delivered it right away.”

5. Make sure sales managers feel supported.

Sales managers often have a lot on their plate. They are responsible for coaching and leading their reps to success, and are accountable for their team’s performance to leadership. For growing companies, relieving pressure from sales managers is crucial for a healthy organization.

“As you continue to scale your teams you don’t want your managers to feel overwhelmed. You want to make sure they have enough time in the day to give every individual contributor the attention that they need to to perform their best.” says Pope.

Pope says Crayon focuses on conscious staffing and resourcing to avoid sales manager burnout:

“If we know we’re going to hire a new group of sales reps, we make sure we already have enough managers in place who have the bandwidth to lead.

So when those people start we don’t have a new manager meeting new reps, we have experienced managers working with new reps, and we make sure that team members have the data they need to understand what their path to success will be as an individual contributor.”

Improving Team Morale in 2021

Per HubSpot’s 2021 Sales Enablement Report, 40% of sales leaders expected to miss their revenue targets this year. That means sales enablement efforts are not only necessary for growth — they are critical for survival.

In a competitive landscape where sales teams are working with volatile markets and buyer uncertainty, keeping morale high is more challenging than ever. Pope shares why communication is Crayon’s greatest tool for keeping employees engaged.

“Morale has been all over the map for different members of the team. At Crayon, we never go a day without checking in on our reps,” he says. “I try to at least have two times a day where I’m asking them how their days are going, what they’ve been working on, what calls have gone well, what calls haven’t gone well, and asking how can I continue to support them.”

This approach to communication happens at the organizational level as well.

“Crayon has done a really great job of communicating, being honest about when we might go back into the office, and making sure we’re meeting with folks who are concerned about not having an office atmosphere to make sure that they’re comfortable with their remote work setup,” says Pope.

If you’re looking for more advice on boosting sales rep productivity and morale, check out this post for advice from an Aircall sales leader on navigating employee fatigue.

By: Lestraundra Alfred @writerlest

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HubSpot

Learn more about Sales Enablement: Why You Need Sales Enablement: https://clickhubspot.com/Sales-Enable… The Sales Enablement Certification will teach you how to develop a marketing-driven sales enablement strategy. This course was designed with marketing managers in mind, but other marketers, as well as sales leaders, can benefit from learning the principles involved in this approach to sales enablement.

This course is made up of 12 classes and a 60-question exam. Completing this course will help you: 1. Align your marketing and sales teams around business-level goals 2. Define your target customer using buyer personas and Jobs to Be Done 3. Implement marketing processes that will provide your sales team with a steady flow of qualified leads 📔 Grow Your Career and Business with HubSpot Academy: https://clickhubspot.com/Popular-Courses 📔 Favorite Free Certification Courses: • Social Media Marketing Course: https://clickhubspot.com/Social-Media… • SEO Training Course: https://clickhubspot.com/SEO-Training… • Inbound Course: https://clickhubspot.com/Inbound-Cert… • Inbound Marketing Course: https://clickhubspot.com/Inbound-Mark… • Email Marketing Course: https://clickhubspot.com/Email-Market… • Inbound Sales Course: https://clickhubspot.com/Inbound-Sale… • Taking your Business Online Course: https://clickhubspot.com/Business-Online

You’re Not Actually Bad at Sales 3 Ways to Gain More Confidence

Sometimes, it’s not your abilities that let you down. It’s doubting yourself.

“When I was first getting clients, it felt like I had to fight objections in near hand-to-hand combat with the prospect,” Joshua Centers, founder of Clicks on Command, told me once. “They’d eventually tap out, and I became disheartened. It wasn’t that I couldn’t sell; it was that I doubted whether I could pull it off. I was not confident, and it was affecting my sales.”

This experience is very common with entrepreneurs, and though sales isn’t everyone’s forte, it’s possible to get better at it. You may feel you’re bad at sales because of your lack of experience selling, and you’ll try to make up for it by taking courses, reading books and watching videos to close that gap.

However, the best way to improve your sales performance — and performance in other areas — is actually to improve your confidence first. Confidence has been shown to positively affect performance in many areas, from school to athletics to the workplace. Here are three ways to boost your confidence and sell more.

Related: Self-Confidence Is the Best Motivation for Chasing Your Goals

1. Learn more about your product

One of the reasons you may feel less confident in sales is not because you don’t know sales, but because you don’t know your product well enough. When you need notes or even a presentation to sell a product, you don’t know it well enough.

This doesn’t mean that visual or written aids can’t help you sell. But if you couldn’t talk about the product without using these aids, then there’s a problem. The more comfortable you are with the product, the more confident you are in your own ability to talk about it.

Take the time to learn about your product. What does it really do? How does it work? How has it helped your current clients? What do they like about it? Being able to handle the details of the product and speak about it more qualitatively will make a huge difference.

Even further, this familiarity comes across in your sales conversation, making you appear more relaxed, knowledgeable, and assertive — all of which help you sell.

2. Build an arsenal of what already converted

There’s a reason companies use case studies to sell: They work. People like reviews, unboxings, data and evidence that a product actually does what you say it does. However, beyond being more convincing, knowing what already worked can help your confidence.

Instead of making an empty promise to a customer in your sales pitch, bring up examples of when you used the product to successfully grow another client. In digital marketing, I can present a funnel that I know has already converted leads for my clients.

The more you believe in your own product, with actual examples and evidence to back you up, the more confident you’ll be in it — and in your ability to sell it.

Related: 4 Mistakes You’re Probably Making If You’re Struggling to Close a Sale

3. Use the DIP method

Centers, who I quoted at the beginning of this article, uses a method he calls the DIP Method to organize and close his sales conversations. DIP stands for Discover, Identify, Position.

The DIP Method focuses on finding your customer’s needs and targeting them. Instead of jumping into why your product is so great, you should find the reasons why your customer needs your product and how it can be the best solution for their problems.

  • Discover: Ask your customer some questions. How many leads do you have right now? What is your offer? What marketing efforts are you currently conducting? Don’t interrupt them or answer for them in this part. Let them talk to you about what they’re doing in their marketing and lead-capturing, without filters or expectations.
  • Identify: Based on their answers, you should know what problems they’re having. Do they have little to no leads? Do they have a problem converting leads? Are they not running any marketing at all? Identify the problems and relay them back to your customer so they can confirm them. Often, the customer may not recognize them for themselves, but since you’re basing it on the answers they gave, they can easily accept them to be true.
  • Position: Here’s where you shine. Position your product or service to solve the problems you and the customer identified. Tell them you and your product can help and explain how. This is where you make your sales pitch, getting into benefits, features and pricing. However, it should always be focused on solving the problems they’ve identified.

Following the DIP Method gives you confidence, not only in your process but also in knowing that your product can actually help your customer. If you’ve built confidence in your product, your process and yourself, you can more effectively sell and promote your product and business.

JC Hite

JC Hite Entrepreneur Leadership Network Contributor – CEO / Founder of Hite Digital

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How to Boost Sales When Consumers are Spending Less

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Know me before selling me; that’s what Americans expect from sales reps. In a , it’s critical to align with customer preferences to avoid losing sales to rivals. Competition is stiff, as people have less disposable incomes. A 2018 study by the Federal Reserve found that 40 percent of Americans can’t come up with $400 to pay for an emergency. And that’s before 40 million people were out of work virtually overnight.

Here are tips to increase sales, even when the is in flux.

A must do whatever it takes to serve customers well

Buyers are weary. They’ve been locked down, and many have to fight for jobs before unemployment benefits run out. Not to mention 27 million have recently lost employer-based health insurance, according to Kaiser Family Foundation. Post-pandemic consumers, therefore, are thrifty and budget-conscious.

Salesy employees seem indifferent to customer needs. Businesses must encourage reps to truly listen to what customers want, even if they don’t articulate their needs and desires clearly. A helpful salesman should read between the lines and notice what isn’t being said. Moreover, he should act more like a product consultant than a commission-chasing machine.

“Our startup scaled significantly in our third year when we excelled at customizing apparel and giving customers a very personalized service,” says Michael Nemeroff, CEO of Rush Order Tees. The Philadelphia-based ecommerce brand grew from $30,000 a month in sales to $200,000 a month during that transition period.

Nemeroff credits his company’s extreme growth to streamlining of processes, expanding Rush Order Tees’ customer base and catering to orders of all sizes. “The real key was doing whatever it took to deliver any size order with any design for clients on extremely short deadlines,” he adds. “We earned a great reputation, and we have now reached a point where more than 40 percent of revenue is reorder business.”

Think long-term value

Any entrepreneur would pick recurring revenue over one-off transactions. So why should sales mentality be any different? A 2019 survey by Gartner found that millennials are generally skeptical of sales reps.

One sales expert believes that current events can be leveraged to create favorable impressions with prospective buyers. “Design your pitch to take advantage of everything that’s currently going on,” advises Temple Naylor, an influencer in high-ticket sales, in a recent call. “The recession can be utilized to help design the pitch. Do research and create data points that inform your pitch because prospects will be inclined to trust you as an authority.”

Trustworthiness and accurate product information are extremely important in the purchase decision. In other words, prospects are more likely to purchase from a rep with a solid reputation. “Everyone is scrambled in fear because of the downturn,” says Naylor. “So get your facts and data from very credible sources such as new studies from global consulting firms or large universities. It’s hard for prospects to argue with great information.”

Skepticism of a salesperson’s claims reduces a customer’s chance of buying by half, according to a 2020 survey by Gartner. There’s real risk of losing a customer by being inauthentic. They won’t feel special and appreciated, and lack of customer loyalty means they can easily switch over to a competitor.

Therefore agents, shopkeepers and anyone else who rings the cash register must earn trust by helping customers find what they need. Aside from getting word-of-mouth business, influencers may promote your brand on social media after you establish a solid reputation for helping customers. The sales commission should be a byproduct of great service rendered, not the goal in itself.

Be persistent with contacts

Finally, there’s nothing like good old follow-up. Prospects don’t buy at the present time for many reasons, even though they’re interested in a good or service. They may currently be busy, lack time, need a boss’s approval, lack money or have other priorities. However, a good salesperson will reconnect with a prospect when the timing is right and secure the transaction.

Only 2 percent of sales occur at a first meeting, according to Marketing Donut, a sales-resource website. And prospects say “no” four times before buying a product or service. Persistence matters. Many rejections are soft rebuffs — they don’t really mean it. And many are presently unsure of what they want until they see more information. A “no” often brings you one step closer to “yes,” especially for would-be customers who are teetering on the edge of purchasing.

“Have an emotionally intelligent dialogue and not a sales script,” suggests Naylor. “Talk like a normal human. You don’t have to be perfectly polished. Instead, lead people through self-doubt and resistance at the end of an offer.”

To underscore his point, according to HubSpot research, buyers want reps to listen to needs (69 percent); to not be pushy (61 percent); and to provide relevant information (61 percent). Is your staff properly trained and inspired to sell in the new economy?

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