Sales Enablement: A Master Framework to Engage, Equip, and Empower A World-Class Sales Force (Byron Matthews & Tamara Schenk, 2018)

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Review: Includes the latest trend of sales with the in depth customer’s latest requirement. Sales eventually is about a system and coaching and handing over. This book exhibited angles that new era sales are suppose to have in a detailed way. Rate: 8/10

  • Macro force of chance: digital first, disruption and consumption, emerging middle class, increased urbanisation, productivity and the ageing workforce, invisible sector boundaries
  • Sales micro level: more buyers involved, increasingly formalised process, political and business-driven decisions, evolving buyer expectations and needs, longer sales cycle
  • Relationship level: approved vendor > preferred supplier > solutions consultant > strategic contributor > trusted partner
  • Process level: random (no process) > informal (with process but no one follows) > formal (enforced process) > dynamic (process adaptability)
  • Companies with high relationship and dynamic process performs better
  • Sales force enablement: A strategic, collaborative discipline designed to increase predictability sales results by providing consistent, scalable enablement services that allow customer-facing professionals and their manager to add value in every customer interaction
  • Customers wants: to be understood and you to be in their shoes
  • (For manager) Coaching on training and content to develop coaching skills > training on products, skills, methodologies, training content > enablement content: playbooks, guides, scripts, etc > customer-facing content > future vision of success (awareness), best buying option (buying), deliver and leverage value (implementation & adoption)
  • Lead and opportunity coaching
    • Customer’s business challenges and goals
    • Customer context
    • Opportunity objective
    • Buying influences
    • Situation analysis
    • Action planning
  • Funnel or pipeline coaching
    • Value and staging 
    • Velocity
    • Volume
    • Shape
    • Time horizon
    • Action planning
  • Skills and behaviours coaching
    • Alignment to the customer’s path
    • Demonstration of value
    • Discovery of needs
    • Delivery of key messages
    • Sales call skills
  • Account coaching
    • Research and analysis
    • Focus segments
    • Relationship mapping
    • Moving forward
  • Territory coaching
    • Target segment analysis
    • Focused buyer role
    • Action planning
  • Example of content: case studies, best practices, implementation guidelines, report to management template, business value / ROI templates, reference, testimonials, whitepaper, thought leadership assets, diagnostic tools, business challenged oriented & buyer role specific presentation
  • Avoid sales force overload by pulling in ideas from too many directions
  • Organisations with more formal approach to collaboration are 21% better at achieving quota (use RACI)
  • AI will eventually replace selling
  • Sales productivity goal: increase selling time > decrease onboarding time > streamline opportunity management process > reduce sales admin burden > improve visibility into buyer intent > improve cross-functional collaboration > reduce cost of sales > streamline forecast process > decrease content search time > decrease client prep time
  • Sales performance goal: increase revenues > increase margins > increase new account acquisition > increase forecast deal win rates > reduce sales force turnover > increase penetration of existing accounts > reduce customer churn > increase average deal size > reduce sales cycle length

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