Sales Enablement

The Sales Enablement team provides salespeople with the tools and information needed to engage the prospect or customer throughout the buying process efficiently and effectively. These posts will help you succeed.

Ultimate Guide for Making Sales With Webinars

by Michele McGovern

Build brand awareness. Generate leads. Engage buyers. Create urgency. You name the sales cycle problem and webinars can solve it.

Marketing and sales pros can boost closing rates and increase revenue with the right webinar content at the right time.

“The modern webinar is all about engagement,” says Mark Bornstein, VP of Content Marketing at ON24 on B2B Marketing. “They’re multi-media, interactive experiences, where the goal is to get your audience members to take as many actions as possible which then provides you with actionable information about your prospects.”

10 ways to make your case studies stand out

by Michele McGovern

Everyone loves a good story – so it only makes sense that case studies will help close deals.

Yet many case studies are boring, predictable and poorly executed. They don’t add excitement to the sales process; they put buyers to sleep!

But when they’re done right, case studies are effective: More than two-thirds of marketing sales pros say their case studies were very or quite effective sales content, according to a B2B Marketing’s Content Marketing Benchmark Report.

You want case studies that build intrigue and help buyers relate to the story, salespeople and solutions. Here are 10 ways to make your case studies stand out.

18 ways to improve your sales content

by Michele McGovern

Your sales content is good, but it can always be better.

Salespeople can use effective, engaging content to the heavy work such as creating brand awareness, educating prospects and answering unasked questions.

Here’s how to improve the quality of your content and keep your sales enablement plans and tools fresh.

The Ultimate Guide to Customer Testimonials

by Michele McGovern

There is only one thing in life worse than being talked about, and that is not being talked about. – Oscar Wilde

Same goes for sales.

Salespeople want buzz around them, their products, service and company.

Customer testimonials are one of the most effective tools to create buzz. Two out of three organizations use testimonials and referrals in their strategies to attract and impress customers, according to the Koyne State of Customer Marketing Benchmark Report.

Stories and honest words from your customers can turn more prospects into buyers.

Why your emails suck: 16 tweaks that will get more responses

by Michele McGovern

Take this like the thick-skinned sales pro you are: Prospects and customers don’t like your email.

But take solace in the fact that it’s not just you.

Most sales emails are flawed to a point that customers don’t even open them – much less act on them. Average email click-through rates are below 5%, according to a benchmark report by SignUp.to,

People are overwhelmed with email. They read just a few and act on even fewer. So it’s no surprise that writing an email that gets read is hard. Writing email that gets action is even harder.

Rise above the average sales pro by knowing what makes email suck – and tweaking yours so they don’t.

Here are the 16 worst mistakes in email prospecting, plus tips to be better:

20 skills Customer Success managers must have

by Michele McGovern

Most organizations lose too many potential customers in the journey from prospecting to closing.

That’s why an increasing number now have Customer Success managers: a calculated role to hold prospects tight in the pipeline with personalized attention.

More than half of companies that have adopted Customer Success programs see a direct connection between what Customer Success managers do and increased income, according to research from The Customer Success Association.

What was once a position just popular and prevalent in the SaaS industries is now an emerging tool in all industries to boost sales and customer satisfaction.

The ultimate guide to buyer enablement

by Michele McGovern

Despite your best sales efforts, buying is still difficult for customers.

Buyers are often overwhelmed with information – much of it coming at the wrong time or in the wrong quantities. None when they need it. Too much when they don’t. And a lot of it can be confusing.

It makes customers want to put off a buying decision instead of making one.

That’s why sales teams adopt buyer enablement – a spin-off or addition to their sales enablement programs.

Sales pros perform better when they’re backed with enablement tools, researchers find. It only makes sense that buyers will have positive buying experiences and make better decisions when they have enablement tools to use.

“It’s about you being the customers buying Sherpa,” says Brent Adamson, Gartner VP and author of The Challenger Sale. “This simply helps them understand and help them buy.”

The Ultimate Guide to Sales Enablement

by Michele McGovern

If you work in sales, you have sales enablement. You just may not be using it as effectively as possible.

Sales enablement is about giving your sales team information, content and tools they need to sell more effectively. It includes the processes, procedures, content, and training you need throughout the buying journey.

It’s the stuff most organizations already have but may not have it organized and optimized.

Turning Customer Service into a sales engine: 4 keys

by Michele McGovern

The customer service function has long been dubbed a “cost center.” With so many opportunities to help increase sales, that should be no more.

Companies are increasingly building business plans that include a sales function within the service arena. The best part: Many realize success. Some service departments have helped their companies boost revenue by 35%, according to a McKinsey & Company study.

How? McKinsey has identified some common factors in the profitable customer service departments. They include:

Who’s your next great salesperson?

by Michele McGovern

If you want to increase profits, don’t put the entire onus on your sales team. You likely have an entire other group of employees who can make the customer experience better and boost sales.

Helping your sales and field service departments build a tight partnership will improve customer relationships and sales, a recent study by the Aberdeen Group found.

In fact, nearly 60% of best-in-class companies give field service technicians incentives to identify selling opportunities. That’s helped them increase revenue 7% and first-time fixes 6%, the study found.

Sales Enablement

Footer