I love sales, I love being a salesperson, and I love talking about sales. Seriously! So it’s probably not a surprise that the other day, when I was chatting with a friend about sales, the term “sales enablement” came up. But that term is painfully nebulous. What exactly is sales enablement and how can it help you drive revenue for your business?
Old-School Sales Meets the Digital World
In the offline world, we follow a structured sales process: introductions, questioning, overcoming objections (or “reservations” as some prefer to call them), and closing deals. But in the online world, the process takes a slightly different shape and “sales enablement” has become an essential concept as we shift towards finding clients in digital spaces. Whether we meet them offline or online, potential clients are evaluating our online presence—our website, social media profiles, and more. This digital component plays a significant role in attracting and nurturing leads into long-term clients.
Capturing Leads in a Digital Age
One of the key takeaways from my conversation was the importance of lead captures for growing your email list. People no longer want to subscribe to newsletters hoping for valuable content someday. The old “give me your email” strategy is outdated. We need to focus on converting social media followers into email subscribers, where we can build genuine relationships through personalized communication.
Your social media followers are essentially “rented real estate.” They belong to the platforms, not you. The goal is to get them onto your email list, where you can connect more personally. To do this, offer something valuable (i.e. a lead magnet). Your lead magnet could be a webinar, PDF, research study, ebook, or even a free call. Whatever it is, it must be enticing enough for them to exchange their email address for it.
Offline Lead Captures: Simple Yet Effective
In an offline setting, lead captures can be just as effective. If you’re speaking at an event, a simple way to capture leads is by offering your presentation slides in exchange for a business card. This is a form of lead capture, and it’s straightforward and low-tech. Whether you use a sign-up sheet at the back of the room or collect business cards one-by-one, the principle remains the same. The key is offering something your audience wants in exchange for their email.
Streamlining the Customer Experience
Another gem from our discussion was this powerful quote: “The more you ask someone else to do, the less likely they are to become a customer of yours.” Simplicity is key. When collecting emails, ask for the least amount of information—just the first name and email, or sometimes just the email. The less you ask, the higher your conversion rates.
However, when it comes to qualifying leads for a sales call, you need more information. This is where intake surveys or applications come in. These help you assess if someone is a good fit for your services. Remember, marketing aims to gather emails, while sales focuses on engaging with qualified leads. They are separate but interconnected processes within sales enablement, and it’s not in anyone’s best interest to collect unqualified leads. Speaking of…
How Sales and Marketing Work Together
To drive revenue, your sales and marketing teams must work together. Marketing’s role is to provide qualified leads to the sales team, who then engage with potential clients to convert them into lifelong customers. If the marketing department isn’t providing quality leads, the sales team struggles, and vice versa. Effective communication and collaboration between these departments are crucial for success.
Enhancing Lifetime Customer Value Through Communication
At Brand Builders Group, we are all about lifetime value. Our goal is to create products and services that clients want to be part of for a lifetime. The number one factor that enhances lifetime value is effective communication. During onboarding, ask clients for their preferred method of communication—phone, text, or email. This simple question can significantly improve your communication efforts and help maintain a strong relationship with your clients.
And that’s what I love about sales enablement. You’re not just doing it to make a buck. You’re doing it to build lasting relationships with your client base. By understanding the nuances of online and offline strategies, streamlining your processes, and fostering collaboration between sales and marketing, you can create a breezy experience for your clients.
