Most sales leaders set up sales enablement initiatives to support selling something, whether it be a product or a service. Unfortunately, this is all too common – sales leaders focus on short-term gains rather than transformational change leading to long-term success.

Here’s the main drawback: when sales leaders only focus on the here and now, it’s easy to regard sales enablement as a project du jour. Too often they will stick sales enablement programs in a closet and break them out only during a major crisis.

This is the wrong way to look at sales enablement.

Successful sales enablement initiatives focus solely on customers – their wants and needs and how they can be supported. Your sales process is built around the customer journey. Doesn’t it make sense that your enablement initiatives are focused on the same?

Here’s why this matters: According to the 2016 Sales Enablement Optimization Study by CSO Insights, the research division of Miller Heiman Group, organizations that have a dynamic, formalized customer journey alignment experience significant increases in quota attainment. The organizations that put the customer at the center of everything they do (including enablement) see quota attainment that is 10 percentage points higher than organizations that don’t.

So, how does one go about implementing a customer-centric sales enablement initiative? Here are three steps that must be part of your sales enablement plan:

  • Map out the kind of experiences sales leaders are trying to create for their customers and then use sales enablement to bring it to life.
  • Build your enablement strategy around letting the customer drive the conversation while the sales professional guides it down the right path to the right solution and to the right outcomes.
  • Learn how to constantly analyze customer behaviors that enable your sales teams to be responsive and nimble to make on-the-fly adjustments aligned to your goals and the customer’s outcomes.

If your sales enablement initiatives don’t include these three key aspects, you may be missing out in terms of higher quota achievement and increased revenue. To learn more about how you can energize your sales enablement initiatives, listen to the webinar: Sales Enablement: Making the Pain Worth the Gain.

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