How to Enable Sellers with Content that Closes

Sales enablement teams enable sales teams with content that helps educate and inform potential customers about a product or service, establish thought leadership and credibility, build trust and relationships, and ultimately drive conversions and sales. 

Sales enablement helps empower sales teams and partners with the tools, resources, and training they need to be successful. It is a critical aspect of any successful sales strategy.

During our panel on sales enablement, our panelists, Jenny Kenyon (Snyk), Kat Stevens (N-able) and Cassie Yettru (WISE), shared tips and best practices for equipping managers and sales reps with content that empowers them and helps them to sell effectively. Here are some of our takeaways.  

Enable your managers above everyone else. 

Empowering your front-line managers with knowledge, content, and confidence allows you to have them be the ones to teach and enforce best practices with your reps. At the end of the day, they’re the ones managing and enforcing best practices with reps, so equipping them with the right tools will drive the most impact. It’s also important to hire managers who have a genuine sense of curiosity and always want to learn – not only for the benefit of the company but also for their own professional development. 

Don’t create more than you’re willing to maintain. 

If you want managers and reps to use the content you’re creating, make sure that it’s consistently updated. You don’t want a rep to be called out for citing inaccurate information with a customer and lose their trust in enablement-provided resources. Our reps need to trust that what you’re supplying them with is correct and will always help them. Resources should also be as accessible as possible so they know where to find what they need quickly. 

Enablement teams always want feedback. 

The more feedback enablement teams get from the teams they’re supporting, the better. It allows them to evaluate everything holistically and make the call on what is top priority. If the sales team doesn’t escalate a major issue they’re experiencing, enablement has no opportunity to help them fix it. Success is a team effort.

At the end of the day, enablement can only be as successful as the sales teams they empower, so cross-team collaboration is imperative for either side to be successful. 

Want to learn more? You can stream the full event recording here

Thank you to all of the WISE partners for making this event possible and our panelists for sharing their time and advice.