In this Expert Insight Interview, Patrick Baynes discusses what sales enablement should look like in 2021. Patrick Baynes is an American entrepreneur and the founder and CEO of NerdWise, but he is best known for his early work at LinkedIn and being a founder and co-founder at UpdatesCentral and PeopleLinx, respectively.
This Expert Insight Interview discusses:
What sales enablement is all about
How to improve the effectiveness of your sales team
Allowing your salespeople to make better use of their time
Sales enablement is about what you can do to make your salespeople’s jobs easier and make them more effective. There are so many things about sales that have not changed through the years, and there are all these disparate solutions out there to help people be more effective, but they haven’t necessarily made it to every industry, company, or individual practitioner.
This means there’s still a big gap when it comes to taking advantage of these solutions, even without getting into the technologies and modern practices. Just with what’s available today, salespeople can work a lot smarter and get a lot more done with less.
Augmenting the Process
Instead of looking at what has changed first, people should be looking at some of the things about the sales process that are consistent, or have been the same for 15 or 20 years. There are parts of the process that people don’t have to do anymore, which means sales teams can get a better use of their time, just by looking at how you can augment that process with different resources.
There are also many things that people should be doing that are still effective, and perhaps people are not doing these things as effectively as they used to, or they’re not paying as much attention to them anymore.
Finding the Obstacles
If you’re looking at your process, look at areas that drive efficiency within it. The first four to five steps of any B2B sales process tend to be very similar, although they are unique to a business in terms of who they are targeting and what those activities look like in practice.
So, identifying the organizations and companies that are your ideal clients, identifying the decision makers within those companies, determining how you will reach out to them and follow through, are steps almost all B2B sales teams go through. If you can look at these steps and find the ones that are holding you back, you can make the entire process much more efficient.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.