Marketing for Manufacturing: The Benefits of Sales Enablement Solutions

Posted by Dave Karr on Jan 23, 2020 2:58:06 PM

According to a 2018 Salesforce study, 80% of business buyers and consumers find the experience a firm delivers is as vital as its products and services. 

Furthermore, the same study found that 67% of business buyers and customers are willing to pay more for a better experience. With such insight as the backdrop, sales enablement is a critical factor in driving consistent sales for your business. 

When your salespeople can take a buyer through what they need to know effectively, it leads to an exceptional experience resulting in sales. Keep reading for some compelling reasons why your manufacturing organization should invest in sales enablement. 

What Is Sales Enablement?

Sales enablement is the process of providing your team with the resources they need to close more sales deals. The process is iterative and includes resources such as content, tools, knowledge, and information necessary to help serve your customers. 

Typically, sales enablement is a function of the marketing and sales departments. Representatives share impactful material with leads to help convert them into paying clients. 

If during this process, the manufacturing sales reps realize they need to touch up their material, they provide that feedback to the marketing department. The latter will then develop or improve the resources to better help sales reps reach and sell to customers. 

Elements of a Successful Sales Enablement Strategy

Every successful industrial manufacturing sales enablement strategy focuses on leveraging best practices and tailoring its solutions to the target customers. The elements contained in this strategy feed into each other to support the overall objective of ringing the till as much as possible.

Let’s look at some of the core elements you need to make your sales enablement strategy work. 

  1. Reporting 

Your sales team relies on data to generate revenue. However, unless that information is correctly analyzed, it can overwhelm your staff. Therefore, you need to set down a reporting format that can help make sense of the information. 

Your format should include the activities your sales reps log, the deals they have won or lost, any product demos they give customers, and all the leads they have pursued. Perhaps most importantly, you should be able to report on the engagement your customers are having with content that is being shared by the sales team.

It is also advisable to build periodic reviews of your sales process into the data analysis to help you plug emerging weak points. 

Ensure that you also empower your sales reps with the ability to qualify leads. That way, they can use insights from date generated by the sales enablement system to focus their efforts more successfully. 

  1. Enhance the Sales Content

The more personalized the content your reps use when reaching out to leads, the more effective their efforts become in converting them. Consequently, organizing all your high-value material in one place can make it easy for your reps to reach it when necessary.

Develop case studies to show leads how your company helped previous clients solve their problem. Nothing speaks as powerfully as real-world results. 

Use sales enablement to tailor the content for the buyer based on information sourced from your CRM.  Lastly, don’t forget to help your reps with their email copy as its key to the process. Email is a critical tool they use to engage their leads, and good copy can move a deal forward. 

  1. Technology

Finding ways to automate the things your sales reps do can help them perform better since they use their time efficiently. Consider adopting direct messaging, developing email sequences they can rely on, and automating lead prospecting. 

All of their customer touchpoints can be informed and empowered by the sales enablement system that you deploy, allowing them to focus their time on better customer conversations. 

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The Advantages of Sales Enablement in Industrial Manufacturing 

There are tangible benefits of using sales enablement that can help your reps become more competitive. Here are some pluses you can expect when you focus on sales enablement. 

  1. Sustainable Revenue Growth

According to research, if your sales reps do not receive further training to reinforce their initial development, they stand to forget 90% of what you taught them. The best salespeople understand and leverage the power of consistent progress. 

Through sales enablement, you can empower your reps to keep improving their performance continually. With every insight, you better tweak the sales approach for success. When your sales staff make mistakes, they learn from them and adapt their process to continue delivering more revenue.

Ultimately, sales enablement contributes to a sustainable means of increasing the revenue that comes through your door. 

  1. Shorter Sales Turnaround

Every minute that your sales reps are not pushing your products is time taken away from potential revenue. 

Although you may want your team to focus only on selling all day, there are some duties they must do that don’t directly involve pitching a client.

For example, sales enablement helps you automate routine tasks that support sales activities so that your people can focus on the task at hand. 

When your reps spend less time tracking down sales material to use or prospecting leads, they can do more of what matters, i.e., selling.

  1. Enhanced Collaboration Between Marketing and Sales

Any departments in your organization that don’t work well together tend to slow down overall productivity. Sales enablement can help your marketing and sales teams get on the same page so that they can drive revenue up.

Better collaboration means that your marketing department will receive feedback from sales and avoid spending money on the wrong leads. On the other hand, the input that the marketing department receives can help them develop more relevant material for the sales team.

However, in an effort to get marketing and sales talking, avoid rushing their collaboration. That will only frustrate the situation and lead to more friction, which wastes time. 

  1. Scaling

A significant barrier to scaling success in sales is when a minority of the team members carry their weight. Sales enablement empowers your reps with the tools they need to upgrade their skills. Implemented correctly, it can help you take the load off the top-performing staff.

Those reps that have historically delivered subpar returns can better meet their quotas. Their progress will have a ripple effect, which lifts the overall sales levels making it easier to scale. 

Equip Your Sales People

The level of experience business buyers and customers have when seeking a solution for their problem impacts their decision to buy from you. Sales enablement is a process through which you can empower your reps with the right tools, skills, and knowledge to make buyers feel they are receiving value for their money, resulting in increased sales and higher ROI on marketing investments. 

At Klyck, we believe that solution sellers who possess the right tools get the job done. Contact us today to learn how to better present and deliver content that helps your sales reps win.

Topics: Insider, Sales enablement, industrial marketing, b2b marketing, sales technology, martech, content management