Why Your Sales Enablement Tools Aren’t Working and What You Can Do About It

Denver-Based Sales Leadership Development Available Nationwide

Posted: November 1, 2018

We live in the age of technology, innovation and disruption. That also means we live in the age of increased temptation to chase squirrels and shiny objects, many of which do little or nothing to accelerate revenue growth. 

Don’t get me wrong. There are some great sales enablement tools that make salespeople more efficient and smarter in their prospecting and selling efforts. But technology alone can’t generate more business with the right clients.  

  • A CRM tool can’t make a phone call for a salesperson. Only the salesperson can reach out and conduct a professional exploratory sales conversation.

That requires training and coaching.

  • A CRM tool can automate marketing outreaches. A salesperson still needs to write customized, compelling sales copy that speaks to the buyer.

That requires training and coaching.

  • Your lead scoring systems can provide you with data showing when your ideal prospect is ready for a conversation. But a salesperson still needs to hold a provocative, thoughtful conversation that connects the dots from the prospect’s lead-generation activities.

That requires training and coaching.

Let me give you a quick example of a time where great technology was lacking great training.  A couple of years ago, I was doing research for a client on lead generation/sales enablement tools. I was browsing a well-known company’s website that specialized in lead generation.  Sure enough, five minutes later, I received a phone call from one of their salespeople.  It was a pitiful call, opening with that awful, “Hi, how are you today?” greeting. How could a company with such cool technology use such an outdated greeting? That was the first disconnect. Then the salesperson immediately launched into a self-focused, how-cool-our-tool-is product dump. It wasn’t the salesman’s fault. He’d obviously not been taught how to start a compelling conversation based on the pages I visited on his company’s website.  

With sales training, this salesman might have started a better conversation, one that didn’t end with me trying to get off the phone by saying, “Sounds interesting. Let me think it over.”

He could have:

  • Acknowledged that he was prospecting. And because he was prospecting, acknowledge that he was catching me in the middle of something.
  • Be up front about the quick outreach and add some humor to the call by mentioning the sales elephant in the room. “I don’t want to be a sales stalker, so I’m walking that fine balance of being creepy and providing good service.”  
  • Share a customized, not generic, value proposition on problems his company solves based on the pages I’d visited on the website.

You get the idea. Technology and sales enablement tools are a great asset to salespeople. So are training and coaching. Invest in both and you will see dramatically improved sales results.   It’s kind of like diet and exercise.  The combination of both gives you the greatest return. 

Good Selling!

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