23 Aug Enable Sales through Employee Prospecting
What is sales enablement? Despite its elusive definition, it’s commonly used in sales vocabulary. In the broad, sales enablement is implementing processes and technology that improve the effectiveness of a company’s sales pipeline.
The key to sales enablement is the continual assessment and revision of sales strategy until results are achieved. It’s about improving processes and making the most of available resources. In the past, sales have had a monopoly on prospecting as it was seen as their domain. But in thinking this way, are companies are limiting their opportunities?
Targeted prospecting strategies
Prospecting has a direct impact on sales results. It requires planning and time to initiate business relationships that turn into opportunities. Targeting the right people is the skill that underpins prospecting and it can be difficult. A recent study by Richard Insights named “creating a targeted prospecting strategy” as the top prospecting challenge.
For a prospecting strategy to be successful, it needs to draw on data from marketing efforts for example, a thoroughly researched prospective client profile is vital for informed sales processes. Still, there’s a problem as although marketing and sales departments have cause for frequent interactions, in many companies their procedures aren’t aligned as each works towards their own departmental goals.
With 49% of sellers feeling like their productivity is challenged by the need to spend time on administrative or non-selling activities, it makes sense that sales teams work more closely with marketing to so they can focus on what they do best — selling!
The most convincing argument for prospecting enablement is that by leveraging the skills of employees across your company, there’s more opportunity to collect intelligence that will drive business forward. In theory, prospecting enablement strengthens communication between departments as well as empowering frontline staff.
By engaging everyone in the process, vigilance across the board increases which means that employees become more aware of opportunities to cross-sell or upsell to existing customers, as well as focusing on bringing in new business. This attitude to prospecting makes sense, particularly for those looking to optimize their sales performance.
Right prospects, right time
If you’re considering integrating prospecting enablement into your overall strategy, it’s worth looking at productivity tools that can help you achieve your short, and longer term goals. When selecting software to improve prospecting, you should look for functionality which suits the needs of your employees, for example mobile apps which let users work remotely. Remember that the point of a productivity tool is to make your sales processes faster so it should be easy-to-use, with little training required. Considering that only 3% of your market is actively buying, with 40% about ready to begin, it’s imperative to reach the right prospects at the right time.
Finally, think about how a prospecting tool could enhance your omnichannel sales strategy. From a sales perspective, sharing relevant information about a prospect between colleagues quickly and efficiently can make a difference, especially in a competitive market. New tools will help democratize the prospecting process and allow frontline members of staff to capture quality leads.
Lauren Stafford is Digital Publishing Specialist at Discover CRM, which brings together news, research and opinion on CRM software.