In Complex B2B Selling, Sales Enablement Makes A Huge Difference.

By February 25, 2016Blog & Articles
Sales enablement in B2B selling

What are the critical elements of sales enablement? They are the sales procedure or methodology, sales process or execution, and technology deployed for reinforcing the process and methodology.

Sales Procedure:

This is the overall framework, the combination of the way ahead, a larger roadmap, how to do it and the decisive actions that need to be taken to ensure we go with the big picture. It covers competition analysis and strategy, risk assessment, relationship mapping with key influencers highlighted and how you leverage them and position how you will deliver value that is seen as ‘value’ by your buyer. There are various procedures and methodologies available, such as Miller Heiman and TAS, but it is more important on how you use the one you select for training the team, than which one you select.

Sales Process and Execution:

In Sales Enablement, this part is the one that needs a lot of detail. It begins with creating the right sales funnel and ends at the execution of the sale. It is about qualifying leads based on deep discovery, working on the right proposals, demo selling, closing (this is critical and often neglected), getting into a contract, starting work, reviewing, and so on. The process needs the right templates, which are tried and tested and proven, yet are flexible to changes – a tool for qualifying inquiries/leads, questionnaires for discovery, proposal templates, review forms, planning templates, call planning, and scheduling calendars and schedules and account plan templates.

Technology:

It is the technology platform to be used for automating your planning and delivery, and other parts of the process. It is a combination of the standard inquiry and delivery platform as well as the Key Account Planning, which needs more than a CRM. What is of the essence here is a single window, a single platform that enables your sales force including your Key Account Managers to have a bird’s eye view as well as a hawk’s eye on the normal and critical movements in the accounts. A platform that is more than a CRM is essential, one which helps you map the relationships along with the pipeline and forecasting that a CRM affords. Sales enablement is about having a tech platform that places the customer at the center of all your sales and account management efforts, procedures, practices, and delivery.

To mastermind all of this, an organization cannot forget good sales management and sales leadership.

Read about the latest trends in Sales Enablement in our blog – A Look at Sales Enablement Trends of 2015.

Author Milind Katti

Milind is CEO & Co-Founder of DemandFarm. Having practiced and evolved the ‘account farming’ principle for over a decade he established DemandFarm and is passionate about delivering the best B2B key account management tool to serve the needs of key account managers. Milind also serves on the Board of LeadEnrich & is a Strategic Adviser. He was instrumental in developing & conceptualizing the idea behind LeadEnrich when he worked full-time for the first year. Prior to this, Milind co-founded QEDbaton & built the process frameworks for Delivery & Operations. Milind is an Electronics & Communication Engineer with MBA in Marketing. He is also an avid sports fan, voracious reader & above all a humanist.

More posts by Milind Katti

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