We covered several strategic and operational keys to making sales enablement succeed in modern B2B organizations. If you missed our session, here’s a highlight of the five key areas of focus that we covered:
Strategy Simply put, know why you’re focusing on sales enablement, what problem you’re solving, and how you will measure success. For me, sales enablement is about addressing two measurements – 1) improving active selling time (as a % of total work time) for your sales team, and 2) increasing conversion rates of sales opportunities into closed deals. Or in other words, sales enablement is about making your sales team more efficient and more effective.
byOpenMerit3610-24-201606:38 AM - edited 10-24-201606:43 AM
Win, loss. It's how we are trained to figure out why people buy, and didn't buy. But is it enough to help sales win more deals and close them faster?
Do you do Win-Loss Analysis? Most sales leaders do.
And it can be very valuable.
But have you noticed that you consistently hear that your wins are built on positive relationships, and losses are caused by price/feature shortcomings?
There is much more to your buyer’s decision, something ELSE you should be doing -- that would generate a higher return -- and have a much more significant impact on sales performance across the entire organization.
Why win loss analysis isn't enough.
Win-loss analysis is ONLY focused on the prospects who considered you -- you never hear the opinions of a huge number of potential buyers who are not showing up in your pipeline.
Customers who chose you want to feel good about their decision and keep the relationship positive so they don’t tell you the whole truth.
Prospects who selected a competitor won’t reveal their actual decision criteria for fear you’ll use it to reopen the discussion.
Your questions are all about what you want to know, which means that you’re missing a big part of the buyer’s version of the story.
The data from your win/loss interviews isn’t fully utilized to ensure that every sales person is more effective.