Sales Enablement Training: For What, To Whom, Where

Sales enablement training courses are specially-designed learning opportunities, created to teach salespeople how to use sales enablement tools. Sales enablement is the art of providing salespeople with all the solutions they need to engage, convert, and build loyalty with their target buyers.

Through the right educational strategy, business leaders can train their sales teams to sell their products and services to prospects in the most lucrative way.

Sales Enablement vs Sales Training

Before we dive into an exploration of what Sales Enablement training might involve, let’s explore the difference between sales enablement, and sales training in general. Both solutions are designed to provide your employees with more of the resources they need to achieve higher conversions and better business results, however, they’re not exactly the same thing.

Sales training is the term used to refer to any process where a business or educator attempts to improve a seller’s skills, knowledge, and attributes to maximize sales success. This includes in-person training sessions where a professional teaches your salespeople about cold calling, or how to measure the quality of leads in a pipeline.

Sales enablement is the term used to describe all the content, processes, tools, and technologies companies provide to reps to help them sell more efficiently. Where training focuses on changing the behaviors and methodologies of the sales person, sales enablement creates an ecosystem of assets salespeople can use to be more successful.

What Does Sales Enablement Training Involve?

As part of effective sales enablement, salespeople need to learn how to effectively use the resources and tools provided to them.

Sales enablement training courses can vary depending on the education provider. In general, the courses are a way of teaching team members how to use sales enablement assets to the best of their abilities. Sales enablement training can include insights into how employees can use the content they have available to them when pitching products to customers.

Other aspects of sales training might include:

  • The meaning of internal documentation used to help reps understand their target audience.
  • Technology and tools to access information about deals or automate workflows.
  • Technical details and information about the solutions you offer.
  • Use cases and insights into your products which help with lead measurement.
  • Practicing pitches and experimenting with the use of language.

Sales enablement training courses are intended to ensure salespeople in any business environment can take full advantage of all the resources and tools they have available to them, from insights into customer buyer personas, to sales pitches.

The Benefits of Effective Sales Enablement Training

As mentioned above, sales enablement is process of providing your employees with all the tools they need to hit their objects with their sales solutions. Sales enablement can include everything from providing employees with access to content they can use to engage and connect with prospects, to capturing and sharing rep experiences with wider sales teams.

The purpose of sales enablement training is making sure all of the assets you have to offer your sales teams are beneficial to them. The most effective programs conduct traditional training programs, but also allow team members to collaborate and educate each other on how to use assets more effectively.

If sales enablement training is successful, it should ensure your sales teams can sell your products and services more consistently, taking full advantage of the resources and tools they have available to them. The outcomes should include:

  • A deeper understanding of the needs of the target audience, and how to identify leads based on their “warmth”, or their likelihood to convert.
  • Insights into how to build and distribute internal documentation or use content to help build stronger relationships with prospects.
  • Guidance on how to leverage tools for everything from crucial workflow automation practices to the management of reports and analytics.
  • A strong knowledge of the use cases your products can serve, how your products and services work, and what kind of customers are best suited to different offers.
  • Full knowledge of your competitors, and how your value proposition compares to that offered by other market leaders in your industry.

Businesses need sales enablement solutions to help define the process reps go through as they learn how to sell and thrive in your company.