The way companies operate changes with time, especially in the tech sector. Therefore, the approach and tactics of the sales force need to evolve along with the changing dynamics. Similarly, due to a variety of options at disposal and client centricity in the tech sector, the process of sales enablement is also changing. It is more about solving the problems of the customer rather than simply pushing the products or services. Now, more than ever, it is vital for the teams to design their sales enablement strategies in a manner that prepares the sales force to offer solutions that eliminate the prospect’s problem.
Address the problem and sell the solution
Until now, sales training programs laid emphasis only on mastering the product or service knowledge which is still somewhat beneficial in a general market. But in the tech sector, solutions are sold and that is what sales enablement should encourage. In the tech sector, there are plenty of alternatives for the client to turn to since the products and services are comparable based on features, price, and placement. If there is no differentiating factor, survival becomes challenging. Since it’s not easy for sellers to differentiate their offering, they focus on a different approach – a solution-based approach.
The solution-based approach has been around for a long time, and what teams need to figure out is how sales representatives can be enabled to sell solutions. Now that we are aware of how dynamic the tech sector is, we can also agree that one solution cannot cater to every company’s needs and demands. Selling technology is a bit tricky because the technology requires end-user adoption and utilization, and that is where sales enablement helps.
In most cases, sellers are not engineers who create the product but the success of the product depends entirely on the ability of a sales force to sell. Here, the traditional sales training will be of little to no help. Sales enablement technology should enable the sales team to identify the customer’s problem based on their position in the sales funnel and offer solutions accordingly. Customer centricity is the heart of this process and also what differentiates it from the traditional approach.
To offer a solution, a sales representative must know exactly what problem they are solving for the customer. Now, knowing the product features might allow the team to list down the solutions it can provide but do they serve your customer’s purpose? This can be cracked only by knowing why a particular customer would be interested in your product and which is of utmost importance. The solution should effectively and seamlessly answer the customer’s question of ‘Why should they buy from you?’ even before it’s been asked. The sales enablement solution should enable the sales force to focus on solutions that a customer is looking for rather than the ones your product can offer.
If the sales representative can put this across, the customer will see the value that the product adds, and subsequently, they can dive into the product features.
You must be wondering how storytelling helps the team achieve sales enablement in the tech sector? The sales representatives may have the best knowledge of the product and are aware of the customer problems, but what convinces a customer is proof of concept. Presenting success stories of customers about how their problems were resolved and applying them to the challenges of the prospect will make the communication a lot more effective. Gathering such stories and applying them against customer challenges should be a part of the sales enablement training. Such data can also be cataloged and later used by the sales enablement manager as a training aid.
All customer interactions need not turn into a success story, the outcome of some could also be a failure but either of the situations will definitely result in some new learning. These learnings can be recorded and socialized with the sales force to leverage just what the sales enablement tool by EnableU offers. How can this benefit the sales force? It will ensure consistent communication across the team. The customer needs to hear the same version of the story from all sales reps they interact with, which in turn leads to maximized customer-centricity. Repeating the success stories from one customer to another helps the sales force understand the value. Ensuring this is the responsibility of the sales enablement team.
The sales enablement team can achieve this by having answers to a few questions such as ‘What is the need of the sales and marketing team?’, ‘How can the sales enablement team aid the sales and marketing team?’ and ‘Why should the sales enablement team take the required actions?’. These questions will not only highlight the key actions required but also shed light on the underlying internal benefits. Repeating the successful stories from one customer to another helps reps understand the value.
Solution-based approach, customer centricity, and storytelling are best practices that will help you differentiate sales enablement in the tech sector.
If you’d like to see an efficient sales enablement tool in action, visit EnableU and curate tribal sales knowledge and content from any source to offer sales content repositories and playbooks that work. Create, deliver, and measure sales enablement micro-learning moments and build high-performing sales teams.