Sales enablement is a term that may seem foreign but is quickly becoming an indispensable aspect of forward-thinking businesses. Imagine sales and marketing came together to make the sales funnel more relevant, interesting, and effective to both you and your customers.

Here are four reasons why adding sales enablement to your sales process will take you further with leads and prepare you to close more customers.

1. Make Your Sales Content Relevant to the Opportunity

As a marketer, you wouldn’t write a tweet that had nothing to do with your target audience and expect it to bring in new customers. The same goes for the sales process.

Every piece of content, documentation, and even the technology you use has to speak to your prospects’ specific needs and stories. With so many companies competing for your business, if you’re not relevant to your customers, you’re not selling.
It’s like dropping your kids off at school without their homework or a packed lunch.

That’s why implementing a sales enablement process is crucial. Sales enablement includes the technology involved in the sales process and the content included in your case studies, proposals, quotes and contracts that are sent to clients once they’re on the hook (hint: PandaDoc makes this easy).

Don’t have a case study or white paper that’s relevant to that type of lead? Make one as soon as you see a demand for it. It scales better than you may think.

Whatever you do, don’t assume that one contract or case study will work for each opportunity you have. It’s all about curating a personalized (read: relevant to their field) set of sales content to fit specific problems, markets and client types, and having it at-the-ready when the opportunity moves forward.

2. Non-converting Customers Become a Thing of the Past

Creating and finding leads gets your foot in the door, but does that mean they’ve really entered the sales cycle?

As Jared Fuller, Head of Partnerships at PandaDoc, said, “What’s the use of someone becoming a lead and then an opportunity, if you can’t then actually have a closing conversation with them, and deliver something to them, where they sign on the dotted line, or pay for the product or service?”

Think of it this way: marketing generates dozens of leads and then says “Have fun!”, leaving your sales team to figure out exactly how they’re going to turn them into paying customers. While it’s not marketing’s job to sell the product and convert customers outright, leaving leads on the table and merely hoping that they’ll turn into customers is the same as leaving those leads to die.

With sales enablement, you increase the conversion rates of those leads, allowing the sales team to do a better job at hooking those companies and bringing them through the finish line.

Sales enablement tools are more than just the butter to your bread – they’re the plate that your waiter keeps filling up when you’ve finished off your baguette.

3. Turn Your Lead Gen Engine into a Rev Gen Engine

There’s a distinction between being great at bringing in a large number of leads and being great at making them customers.

The difference? Revenue.

When you set a sales team up for a smoother ride to revenue, you’re creating more value than a hundred non-converting leads could.

Not to mention, customer referrals and testimonials are the #1 way to bring in more clients. By creating a more relevant experience for your customers and tying yourself to the revenue numbers , you’re ensuring not only an awesome, continuing relationship with each customer, but the chance that their success story can lead to more opportunities for you.

4. Set Yourself Apart

Your time and deliverables become more valuable to your customers when you make the sales process easier. It’s that simple.

Think of it this way. A lead comes to you in the healthcare field. You’ve had a few healthcare customers before, but it’s not a large portion of your lead pool. You send out your standard contract, white paper and blog post that you use for your technology customers. This automatically makes your healthcare lead feel that you don’t understand their market, so they look elsewhere for services.

By adding relevant sales enablement to your services or your sales process, you’re setting yourself apart from the general sales flow (and your competition) showing your customers (and the rest of your organization) that you can be more successful, relevant, and convincing by coming prepared with content, documentation, case studies, and technology that resonate with potential customers and their relevant markets.

This not only makes the buyers’ experience easier and more enjoyable, it helps your sales process run as smoothly and efficiently as possible.

The Bottom Line

When you look at sales enablement as a whole, there’s really nothing that can go wrong with making your sales process more relevant to your leads and more effective in converting leads to customers. By arming your sales team with the right sales enablement tools, you’re setting yourself up for success.