By Hannah Hanrahan
Are your sales reps enabled to become trusted advisors to your prospects and clients?
Trusted advisor is a coveted role in the mindset of a consumer and while many companies strive to achieve it few succeed. Ironically, if you Google “Trusted Advisor” you’ll find millions of results all highlighting companies, individuals, and books claiming to provide just that – “trusted advice.”
This desire is exactly what set Motorola’s Sales Transformation journey into motion. In a recent webinar, Diana Weigand, Global Director of Sales Enablement at Motorola, described Motorola’s journey from vendor to trusted advisor by focusing on sales enablement.
Sales Enablement – The Role in Building Relationships
Sales reps are a direct path to new prospects and clients. With this in mind, it makes sense to ensure they are equipped with the right tools to build relationships and trust. This leads into the sales enablement conversation.
Forrester Research defines Sales Enablement as “a strategic, ongoing process that equips all client-facing employees with the ability to consistently and systematically have a valuable conversation with the right set of customer stakeholders at each stage of the customer’s problem-solving life cycle to optimize the return of investment of the selling system.”
At the heart of sales enablement, there are 3 key areas to consider:
- A Consistent Approach – Developing a consistent and standardized selling process is the foundation for any enablement activity. This entails standardizing the language and tools used within the sales process. Aligning content and tools to a sales playbook is a great way to compile standardized selling approaches, best practices and methods. With more consistency, it becomes easier to understand where gaps in the process lie and identify ways to improve.
- A Compelling Story – Providing sales with compelling messaging to use in customer conversations is crucial to sales enablement. With messaging that addresses the key issues and pains customer are facing, sales is able to improve customer conversations leading to more relevant and helpful interactions. This is an area where sales and marketing should work closely together.
- Coordinated Tools – With a standard methodology, playbook, and key messaging in place the next step is to make sure the right message finds the right sales person at the right time. To do this you must have a role-based knowledge center that provides an easy way to capture analytics on usage and feedback on quality. This will provide great insight, not to mention time and money savings one company discovered more than 90% plus of their sales content was never used!
At the end of the day, the key is to continue thinking about how you can enable sales to have better, more informed conversations with customers (effectiveness), and have more of them (efficiency). Getting it right leads to better relationships and developing your roles as trusted advisor, which leads to the holy grail of revenue growth.
Watch the webcast “Maximize Sales Effectiveness: Increase Productivity to Transform Results” to hear how Motorola succeeded in their trasnformation as well as industry best practices from emminent Sales Enablement analyst Jim Ninivaggi of Sirius Decisions.
Additional Sales Enablement Materials:
Webinar – Go Mobile or Go Home: Unlocking the Potential of your Sales Force
Webinar – People, Process, Performance – Sales Enablement’s Essential Ingredients
WhitePaper – Calculating Sales Enablement’s Impact on Profitable Revenue Generation
Blog – Sales Enablement to Accelerate the Lead to Money Process