Revolutionize Your Sales Process
Making organizations more efficient through strategic, data-driven sales and marketing. We will empower your team to sell more to today’s discerning customer.
We accomplish this by focusing on these 3 key areas:
- Marketing Technology
- Reporting + Analysis
Technology and Automation
Previously, sales was a highly manual process. Many processes that used to be entirely manual can be automated leading to faster and larger sales.
Create Email Sequences
Sales enablement professionals craft automated follow up email sequences that are customized based on prospect responses. Using personalization tokens for contact and company details tailors the message to the specific prospect.
Sales professionals send dozens of follow up emails every day. Automating the follow up process with set it and forget it sequences saves hours of unnecessary work.
Automated prospecting is a set of emails sent with a direct link to the sales person’s calendar. Prospects ready to buy can schedule a conversation with the salesperson using the calendar link. Sales professionals open their calendar every morning to find multiple meetings with qualified buyers, saving hours of prospecting time.
Implement Direct Messaging
The best time to chat with a prospect is when they are already on your website. Enabling live chat on a website allows sales professionals the opportunity to engage and close interested contacts in real time. Use filtering criteria to ensure live chat boxes are only surfaced to high quality leads, avoiding waist of time with unqualified leads.
Sales Content Optimization
Contrary to common assumptions, marketers are not the only people producing content. In fact, in many companies, Sales produces more content than Marketing.
Every minute a sales rep spends creating content is a minute they are not selling. The fact that salespeople take time to produce personalized content shows how important it is in the final stages of a buyer’s journey.
Organize Sales Content
The first step in an sales enablement content strategy is a full content audit. Most companies already have high quality sales content on their website. Centralizing all existing sales content in one location ensures salespeople can find these resources quickly.
Examples of sales content include:
- Customer case studies
- Whitepapers and ebooks
- Product demo decks
- Pricing and discount information
- Competitive intelligence briefs
- Content libraries can be hosted in Google Docs, an internal wiki, or a CRM, among other places. Times change and content that was relevant to buyers just a few years ago may not perform as well today. Keeping the document library up to date is a crucial step to enabling sales team success.
Create Case Studies
Case studies are the most critical content in a sales team’s document library. Nothing speaks as strongly for a business as a previous customer’s success.
Four times as many buyers prefer video to written content but producing high quality video case studies takes time. For this reason, many companies find it helpful to outsource case study production to marketing agencies, while still acting as the liaison to featured customers.
Within six months of launching a new product, companies should aim to have at least one case study highlighting the product. Companies using a CRM can track usage of new products to quickly identify potential case study customers.
According to the State of Inbound Sales report, email is still the second most effective way for sales reps to connect with prospects, only behind connect via phone. It’s no surprise many salespeople spend hours agonizing over email copy. Standardized email templates that salespeople access directly from their inbox can dramatically increase productivity.
Template creators should not assume every buyer is the same. Leaving spaces for customization with every email template ensures a sales rep will personalize it with information relevant to the prospect.
Reporting and Analysis
The modern seller’s world is driven by data. But a constant stream of information can overwhelm sales reps and hurt productivity. Sales enablement professionals create systems to make data a true asset.
The most immediate way to derive valuable insights from business data is to agree on a set of standardized sales reports. Reporting needs vary from company to company but some common reports are:
- Activities logged by salespeople
- Product demos delivered
- Deals won and lost
- Leads generated / worked
- Sales leadership often has a high level understanding of what reports are relevant to a business. However, they might lack the technical ability to create these reports. Sales enablement professionals can bridge this gap.
Review Sales Process
Often, company reports will highlight points of disconnect in the sales process that leadership should address. For example, if the sales team books a significant amount of demos every month, but hardly any result in closed customers, the company should investigate its demo process.
A sales process audit is an in depth, data-backed analysis of a company’s sales process to discover areas where sales performance could be improved. Many external sales enablement consultants begin service contracts with a sales process audit.
Modern salespeople are overwhelmed by information on people who are a poor fit for their business.
Sales enablement professionals implement lead scoring systems that assign positive or negative weight to contacts and companies based on data indicating how good a fit a given lead is. Local businesses with limited geographic reach, for example, will negatively weight contacts that live in a different country. Similarly, a company that sells only to small businesses will assign positive weight to a company with 10-20 employees.
Businesses using a CRM can surface good fit companies and leads to reps the minute they convert on your website. Less qualified prospects are moved to a CRM queue that salespeople can work on their own time.