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Sales Enablement and How to Implement It

by Paresh Bramhane
Sales Enablement and How to Implement It

Selling has changed because people, technology, and context changed. Especially in recent times, due to the pandemic business and sales have seen rapid advancements. Specifically, business and sales have become more digital with the elimination of face-to-face meetings being replaced by digital media intervention. Therefore, it has become challenging for sales teams to take advantage of technology and social media to achieve better and faster results.

The average salesman spends less than 30% of their time selling. To meet imposed quotas, the sales team must be managed efficiently to keep track of their hours and find ways to save them the time they spend researching data and content. Sales Enablement applies strategies and processes that allow the sales team to do their job in the best possible way. Therefore, traditional sales enablement plans have undergone a digital change and now organizations are going an extra mile to invest in digital sales enablement to ensure increased revenue and enhanced customer experience. 

To talk about sales enablement, let’s first see what it is:

It is the act of delivering information, warranties, and processes to the sales team to help them better connect with their prospects and potential customers to boost sales. This would involve 

  • content that the sales team would provide to the buyer and 
  • Best practices, research and tools that the team would utilize internally

For any business, a sales enablement strategy can include some of the following goals:

  • Shortening the sales cycle
  • Close more offers
  • Set up or cross-sell strategies
  • Improve the confidence and presence of the brand in the market
  • Reduce customer churn
  • Better customer experience
  • Entry into new markets
  • Sales team growth

One doesn’t need to make a definitive selection of the tactics to use in the sales enablement strategy. But having a few fundamental ideas will guide in asking the right questions of the right people to make sure one is heading in the right direction:

  • Improved communication between sales and marketing departments
  • Create and share specific content for the sales team to use with potential customers
  • Homogenize the processes for qualifying potential customers so that the exchange of information between the marketing and sales department is easier.
  • Sales team training on how to attract leads from Inbound vs. Outbound sources.
  • Generation of reports on the joint efforts of the company for lead generation campaigns
  • Adoption of new channels for lead generation
  • Implementation of new technology to improve an existing process

Focus Areas on Sales Enablement


For any sales enablement team to yield the best results, requires a strong content management strategy by adopting a single and shared content management system. By exposing only the required content at the right time during the sales process, relevant content can be displayed to the customer. This way, sales reps know exactly where to go for the most relevant and important content for the consumer with whom they are trying to strike a deal with. 


Continuously attracting clients and having an exclusive time to attract clients blocked in the schedule, either on-call or directly, will bring in a constant flow of clients. Keep in mind that attracting customers is the lifeblood of the business.

Building Relationship and Trust

Without a doubt, we are in a profession of people. A large part of the sales results is determined by one’s ability to relate to customers and empathize with them. We cannot forget to generate trust and credibility in prospective clients.

Identify Needs

Knowing what the customer wants, identifying the person who has the authority to buy, can save one a lot of time, effort, and headaches.

How can we identify customer needs? The best way is to ASK IT because our perceptions of what the customer needs do not match reality.

Asking questions and having them well structured to detect problems is one of the salespeople’s most valued virtues. Focus on having a list of possible needs identification questions.


Review the presentation because sometimes, it becomes obsolete.

Some tips to make a good presentation:

  • Use body language to support the message
  • Use words that create positive images in the client’s mind
  • Use samples, photos, catalogs to support the presentation

Responses to Objections

Objections are standard because people have a hard time making decisions lightly.

Do not be afraid of him. The only way to refute an objection is to have it prepared since, almost always, they are the same, and we have to have an anti-bomb response designed for each complaint. 

Closing of Sales and Request for Action

It costs us a lot to close a sale because of the fear of rejection and less, to ask for the order. However, if you have added value and more than solved any need, they will surely buy it for you.

Focus in the presentation phase on providing benefits that interest the customer and thus facilitate the purchase. It is also advisable to learn closing techniques to help one’s client make the best decision of his life, which is to buy your product.

Obtaining Resales and Referrals

They say that a customer becomes a customer from the second order because, at this very moment, they are testing the product, service and assessing whether they have made a good purchase. Carrying out an excellent post-sale follow-up will make one’s customer loyal.

Focusing on asking for referrals is a brutal sales strategy because if it is done right, they do the work of looking for interested customers, with a 65% probability of purchase.

The way the market works is constantly changing. With the recent digital advancements in sales enablement content management, the most successful companies in the world have a strong digital sales enablement plan in place. Companies that invest in this system are much more competitive than those that do not. It plays a vital role for an organization in scaling its operations. The entire team is provided with the relevant knowledge, tools, and resources for their success. 

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