The Six Most Common Sales Enablement Mistakes

It’s no secret that more companies than ever are using sales enablement to improve sales, but why are some brands having more success with it than others? The answer is mostly related to execution. Regardless of how great a plan is, its success will be determined by how well it is executed. So, for companies struggling to see results from their sales enablement efforts, we’ve created a list of the most common sales enablement mistakes and how to avoid them. 

Sales Process Is Not Being Evaluated Consistently, or at All

Most businesses don’t have a clear idea of what their sales process is or should be. This is the biggest mistake and the one that causes the most damage to a business’s bottom line. Without consistently monitoring how your business is structured, it’s impossible to determine what changes you need to make to improve it or what your optimal sales process should be. This will undoubtedly make any sales enablement efforts futile, or in the very least dramatically less effective.

Recommended Solution: Don’t overlook the importance of having a clearly defined sales process. Take your time and seek help if necessary, so you can have a proper understanding of what is helping you close sales, and what is holding you back. Once you can determine your optimal sales process and how to implement it, you’ll realize how much more impactful your sales enablement efforts will become.

Incomplete or Incorrect Data Is Not Being Removed from System

In an age of multiple lead sources and growing online audiences, keeping your CRM updated can be a monumental task. Which is why data enrichment services are in such high demand. There’s no way around it: For a sales enablement strategy to work, you must start with accurate data. Without a way to consistently ensure the accuracy of your database, your sales reps will have no choice but to spend their time searching for answers instead of following up and closing deals. 

Recommended Solution: Find a reliable service or mechanism that can analyze data as it enters your system, and that can remove outdated or incorrect information before it reaches your sales team. This saves your reps valuable time and increases the likeliness that the call will end in a sale.  

The Root Causes for Lead Loss Are Not Identified or Addressed 

It’s easy to tell when your team isn’t closing leads; it’s a lot harder to figure out why it’s happening. In either case, when you have gaps in your sales journey, leads will continue to slip away until you get to the root of the problem and fix it. Whether it’s due to an unintended delay or inefficient practice, the entire process must be carefully examined and optimized. Only after that should hiring more reps or spending more on lead acquisition be considered.

Recommended Solution: Make it a habit to evaluate your sales process and examine the areas where leads are dropping off. Once the “why” is no longer a mystery, the solutions become much more apparent. 

Training and Coaching Are Messy, Unstructured, and Ineffective

It’s becoming increasingly difficult for sales managers to keep their team on task and, at the same time, deliver quality training to a revolving door of new hires. The result is a half-hearted effort on both ends that leaves sales teams feeling neglected and new hires feeling underprepared. 

Recommended Solution: Modern tools such as a learning management system and sales playbooks have revolutionized how businesses train their teams. With tools that can effortlessly deliver critical training and coaching, your team can improve win rates and reduce turnover – making it a lot easier (and faster) for sales reps and new hires to sell. 

Creating and Keeping a Positive Company Culture Is Not a Priority 

Job applicants in a recent study stated that company culture is one of the most important factors when considering who they want to work for. That means businesses that don’t invest in keeping a positive work culture will inevitably see their top performers leave to seek a more attractive and supportive organization to work for. 

Recommended Solutions: Take company culture more seriously by introducing tools that promote communication and positive encouragement. This can be as simple as sending motivational messages or creating sales events that recognize reps for individual achievements. If you’re new to the idea of improving company culture, you may want to seek professional guidance – an experienced opinion can be helpful. 

Sales Tools and Materials Are Not Being Monitored for Performance 

In most cases, businesses do not have a system in place to track the performance of their sales materials. This means they don’t know if a particular piece of sales collateral – such as a flyer, infographic, blog, or comparison chart – is bringing in sales or driving them away.  

Recommended Solutions: Evaluate your sales materials on a consistent basis and measure what’s working and what needs improvement. Giving your team access to a sales content management system that tracks usage and performance will make it easy for you to decide what to keep and what to remove.