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The Benefits of Sales Enablement Tools for Sales Managers

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richardsonsalestraining14 July 2014Blog

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In a previous blog post, Advice on How Sales Enablement Tools Can Increase Efficiency, SAVO’s CEO Mark O’Connell talked about a number of benefits from sales enablement tools for sales reps. Here’s what he had to say about benefits for sales managers.

What is a Chief Sales Officer’s biggest gripe about their forecast? Many point to CRM algorithms used to identify at-risk opportunities. These don’t improve visibility because they’re dependant on data input by sales reps, and sales reps only tell sales leaders what they want to hear. As a sales manager, I need to know the productivity of my teams, a deal’s likelihood of closing and when it’s necessary to intervene on a deal. 

Companies make significant investments in sales training and methodologies they hope will improve the sales organisation’s effectiveness and productivity. When it comes to adoption, your top sellers may not, but you give them a pass because they produce. The challenge is selling the 80% of sales reps, whose productivity you need to improve, on the new tools, assets and sales training. You need the average sales rep to accept the prescribed sales training or methodology before you’ll see organisational change.

Sales managers are responsible for hitting a number. At the same time, they need to ensure that their teams are leveraging the appropriate company resources to bring real value to clients. Is the average sales rep presenting your products and services effectively? Are they presenting and delivering the value that other customers receive from a top sales rep?

Sales Enablement Tools Drive Adoption of Best Practises

If sales leaders could get all sales reps to apply best practises, the adoption would impact both your organisation’s productivity and brand value, which, in turn, would positively impact your customers’ experience. That is the centrepiece of the Richardson Sales Performance-SAVO partnership: our joint vision is to help our clients improve overall business results by enabling them to be more effective at delivering greater value to customers.

Sales enablement platforms used to be a storehouse for digital assets. Sales reps would have to sort through hundreds of files just to build a 30-minute presentation deck. Luckily, sales enablement has evolved dramatically over the years to meet the needs of today’s sales reps. A mature sales enablement strategy empowers individual sales reps to be efficient, effective and engaging.

Within a sales enablement framework, a sales rep’s tasks should be focused on applying the Three E’s to these two main areas of productivity:

  • Preparing for a client meeting
  • Executing during a client meeting
The goal is to shorten sales cycles, increase the value of deals and help sales reps improve their productivity as measured by reaching quota. Sales managers using sales enablement strategies will see metrics above the industry average because they focused on this productivity model and invested in tools focused on serving the individual sales rep.

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