There are no two ways about it; successful sales enablement centers on integrating marketing and sales to deliver fast, enduring, and penetrating results. More specifically, marketing has a core responsibility to provide qualified leads to the sales division, and at the same time elevate the brands. It’s expansive role demands exerting sales-driven energy across all the relevant functions and understanding the sales processes at work.
Big Data as a limitation on SME sales enablement
If you are a small or medium-sized enterprise (SME) the chances are you haven’t connected to the new business revelation known popularly as Sales Enablement or SE. Principals in the SME category sit on the belief that artificial intelligence (AI) and automated platforms like SE are hugely dependent on big data. If this is your starting point, then yes, it’s easy to dismiss SMEs’ SE participation as insignificant: factually only 23% of all business entities have a plan built around big data, and SME is indeed only a minute portion of that 23%. However, there’s truly quite a lot of latitude for SME to immerse itself in SE activity – despite obvious Big Data limitations.
What is AI?
Modern AI has attracted an enormous amount of attention in the 21st century – and with it a huge load of controversy. Ask a few random people what AI means to them and the likely answers will include visions of machines taking over totally from humans, all the way over to robots totally taking over the world. Terminator comes to life.
What C2C media are we talking about?
WhatsApp, Facebook, Instagram, LinkedIn, and Twitter are household social media names in the C2C communication arena that have grown prolifically in the last 10 years. They’re traditionally loaded with emotional content that’s most often free-spirited and fun-filled. The Internet carries social media conversations between friends, family, and acquaintances in multiple directions, with previously unheard of speed and intensity (measured in seconds). These channels have opened our eyes to a new world where the ins and outs of intimates from our past and present, living across international borders, are condensed down to village size familiarity.
Automated sales enablement programs cannot move with any energy; cannot be versatile or flexible; cannot meet their ROI objectives, and generally, grind to a faltering halt unless the fundamental aspect of “engagement” is at the forefront of all their strategies. Engagement itself is a far-reaching concept that at least embraces two key players in the sales enablement scenario: the customer on the one hand, and customer-interfacing professionals on the other.
Sales enablement is in danger of becoming a cliché - a buzzword flying around that seems to attach itself to anything involved with enriching the sales team as it ventures into designated markets. The picture becomes more complicated when one considers the range of sales enablement platforms being promoted and the difficulty of discerning what works for you. In our view, understanding needs requires grassroots realism to give you a handle on this intriguing business innovation.
First off, there’s a dividing line in the sales enablement arena that separates reps looking for flexibility to manage their content on the selected platform (commonly referred to as Sales Asset Management) and preparing reps to have a meaningful conversation with their customers (commonly referred to as Sales Readiness). Consider this as part 1 of a 2-part exposure where we are going to focus on Sales Readiness only.
Financial services covers retail & commercial mortgages, equity investments, life insurance, bonds, and retirement planning (integrating all the prior-mentioned), etc., These markets are typically pounded by politics, regulation changes, price fluctuations, interest rate movement, and currency inter-relationships that can shift important indexes by huge percentages in seconds, and maybe many times in a day.
As a modern financial services rep, you need to embrace rapid change to engage your customers. You must be prepared to momentarily adjust your pitch to align with current data that may ruthlessly outdate yesterday’s projections without missing a beat. Turning prospects into new customers or maintaining established customers’ confidence in you is dependent on being able to anticipate their most difficult questions.
As the Millennials include themselves in Omnichannel engagement at a furious pace, gearing them to drive sales should be a priority
It is common sense that before you can engage your customers and convince them to buy into a meaningful value proposition, the sales team making that proposition has to be trained to do it in a compelling way. Turning prospects into new customers means first tuning into their wavelength, and a sure way of doing this is being attuned to the rep receptors that trigger the right reactions. Never is this principle more pertinent than when it comes to the millennials - an integral rep category for communicating effectively in the ever-prevailing virtual environment. They are indeed practically indispensable when it comes to empowering modern sellers, thereby shaping the future, and shouldn’t be ignored.
Sell smarter - onboard your reps quicker - deliver the right message for every conversation.
Let's face the hard facts: the Internet has turned our lives upside down. As vendors in this new virtual reality, capturing the attention of our B2B customers rests on perhaps a few seconds of hitting the collective audience between the eyes with a riveting message. Don’t stick your head in the sand; don’t pretend that a compelling majority of your prospective customers want you in their face all the time. Most (over 60%) opt to select their short list of vendors before the direct interaction, or indeed even hit their final preferences through digital navigation. Instead, embrace this paradigm to turn prospects into new customers quickly and seamlessly.
The struggle to drive prospect engagement with your digital content can be staggering, and as we all know, appearance is critical to your team’s delivery in sales. Appearance, however, does not simply extend to how well they are dressed and groomed; other factors will be linchpins in the customer journey. Preparation and your rep’s facility for quickly finding relevant facts, brochures, videos and other presentation materials will determine customer engagement as well. All of these factors, and more will inform your potential and future clients’ likelihood of engaging and committing to what you have to offer.