When it comes to boosting sales performance, companies generally have two options: 1) hire better salespeople or 2) train and coach the people they already have to sell more effectively. For years, I believed that training and coaching were the only ways to quickly improve overall selling capability, but recently, my perspective has changed. Here’s why.
The Limitations of Traditional Sales Training
1. Sales Training is Often Just Product Training
Sales training often focuses on product knowledge, which technical salespeople already know well. While this is useful, it doesn’t necessarily make them better at selling. Knowing the technical details of a product is different from being able to communicate its value to a potential customer. Salespeople need more than just product knowledge—they need to know how to build relationships, handle objections, and close deals.
2. Poor Post-Training Resources
Studies show that people forget a large portion of generic sales training shortly after a training session. Additionally, the slides and materials provided afterward are often incomplete or lack context, making them less useful.
Why I Now Believe in adding Written Sales Enablement Tools
In light of these challenges, I’ve come to believe that sales enablement tools in the form of well-written instructions, best practices and case studies are another very effective way to support sales teams. Here’s why:
The Benefits of Customized, Written Sales Enablement Tools
1. Consistency
Written sales enablement tools provide consistent messages to the entire sales team. Everyone gets the same information, just like an instruction manual, and can refer back to it whenever needed. For example, including sections that outline how to handle eight to ten common selling situations ensures that each salesperson is equipped with a consistent approach.
2. Fast Implementation
Written materials can be created and distributed quickly, allowing the sales team to implement new information and strategies almost immediately. Once the documents are ready, they’re accessible to the entire team.
3. Better Understanding
Salespeople, especially non-native English speakers, can take the time to digest written materials at their own pace. Unlike live training sessions, written documents can be revisited as often as needed, and any unclear areas can be translated or reviewed, leading to better comprehension.
4. Real-World Examples
A well-constructed sales enablement document includes real-world examples, scenarios, and case studies that salespeople can relate to. These examples make it easier for them to apply the lessons to their everyday selling activities.
5. Access Anytime, Anywhere
One of the biggest advantages of online written resources is that they can be accessed anywhere, at any time. Whether a salesperson is preparing for a client meeting or needs a quick refresher on handling objections, they can pull up the information whenever they need it.
Addressing a Common Concern: “What If the Information Gets Out?”
One common concern I’ve heard goes something like this: “What if the information gets out to our competitors?”
Here’s why I don’t see this as a serious concern:
1. The Information Is Still Yours
Just because a competitor has your information doesn’t make it theirs. They don’t have the context, the culture, or the unique strengths of your team to execute it the same way you do.
2. Competitors Already Know More Than You Think
Let’s face it: competitors know far more about your business, your products, and your strategies than you might think. I’ve worked for and consulted with over 30 companies in the past decade, and I can say with confidence that companies know more about each other than most executives would care to admit. Your competitors probably already have a good idea of what you’re doing, but that doesn’t mean they can replicate your success.
3. Would You Rather Keep Your Team in the Dark?
Ask yourself this: Would you rather arm your salespeople with the tools they need to handle more of the sales process better and more consistently, or keep them in the dark because you’re worried a few “secrets” might leak to a competitor? I would much rather equip my team to succeed. The alternative—keeping vital information out of your salespeople’s hands because of a fear of leaks—leaves them less prepared and more reliant on others for strategies and tactics that could have easily been addressed in a written document.
Conclusion
While traditional sales training has its merits, I believe that sales enablement in the form of written, online resources is a practical and impactful addition. Written tools provide consistency, faster implementation, better understanding, and easy access for everyone on the team. And when it comes to concerns about information getting out to competitors, the potential benefits of empowering your sales team far outweigh the risks.
Wouldn’t you rather have a fully equipped, knowledgeable sales team than one without all the tools they need to succeed? I know I would.
If you believe that well-written, customized sales enablement tools would help your people sell more effectively, I can write them for you. Contact me if you’re interested.