15 - Grow Live - 10 Sales Enablement Ideas.jpg

How do you teach a new dog old tricks?

The buzz in digital marketing right now is Sales Enablement- and it's about giving your sales team the tools they need for today's buyer's market. Veteran sales pros have valuable experience and insight to share with new, often younger, reps that join your team. While some of those old tricks still work, the generational changes happening in the industry mean utilizing current tools for efficient and effective sales teams. 

Matt Johnson and Renia Carsillo discussing 10 Sales Enablement ideas on this episode of Grow Live. From developing your buyer persona to using a CRM, they cover the best resources your sales team needs for success in today's buyer's market.

Watch, listen or read now and learn more about:

  • How your website product pages should be helping your sales people
  • Why conversion and SEO are not just marketing tools- they're for sales, too!
  • Print is not dead!
  • The one tool that is a TON of work, but could change your whole sales game
  • Your blog is NOT for selling
  • That scary CRM is critical

“There's a generational change happening with your buyers,”—Matt Johnson, CMO and Managing Partner at Safety Marketing Services.


Tune in for the full list of Sales Enablement tips- plus a bonus you don't want to miss! And keep your eyes peeled for some special guests coming soon.
Safety Marketing Services is inviting industry movers and shakers to join us on Grow Live. Who will the first special guest be? You'll have to tune in to find out. 

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Read the Grow Live transcript...

Renia:

Technical difficulties. Welcome back to Grow Live. We hope you guys enjoyed the little sprout episode. That's what we're calling it, right? The sprout episode last week. We had a phenomenal time at strategic planning and now we're back with our favorite thing that we are so excited about for 2018. So if you're new to us, welcome to Grow Live. I am Renia with Safety Marketing Services and I'm here with Matt again today, and we are going to talk to you today about the 10 sales enablement ideas that are going to supercharge your team in 2018. So, as you can tell, I'm a little excited today. How about you, Matt?

Matt:

Yeah. Averagely excited. You'll have to excuse Renia if she's a little excited. She just came back from Tony Robbins.

Renia:

I did. I went to Unleash the Power with him so I'm way jazzed.

Matt:

She literally had us jumping around the office on Monday morning, shaking our ass, putting our hands in the air. It was awesome, and now we're here at Grow Live and I'm excited to share these sales enablement ideas. This is something that we've been talking about a lot lately. I feel like, well, this is our first episode talking about it, but we've been talking about this in the office every single day.

Renia:

Yeah, so you guys may have remembered back in episode 7 when I was at Inbound and Matt was at NSC and this was the topic at Inbound this year, all of the agencies were talking about it and it's one area where I really feel like industrial marketing is a little bit ahead. We've known that sales enablement was important forever, right?

Matt:

Well, yeah, and not everybody does it right, but it's something that I've been thinking about a lot lately because what we're starting to see is this generational transition in our industry, and what I mean by that is we have a lot of unbelievably talented and experienced veteran sales reps out there that work for many of the, if you're a manufacturer rep or a distributor sales rep, lots of great talent out there but guys, they're getting older, and some of these guys are checking out and if they're not checking out yet they will be in the next two, three, five years, so what we're going to see here is a resurgence in the amount of sales enablement tools that companies put together because what you're having is a lot, a huge influx of young millennial sales reps that are coming into our industry and they don't have that 20, 30 year history. So they don't have all of the knowledge up in their heads. They need to be trained and they need to be equipped and informed so that they can go out there and represent the brands, represent their companies, and do a good job of selling, and without sales enablement tools, how are they going to do that?

Renia:

Yeah. That's a really great point, and I think that older generation kind of has so much in their head, partly by working really hard and partly by just osmosis for being in the business so long, and when you're new you just don't have that, right?

Matt:

As I take a drink of coffee, that's why it's a live show. Yeah, that's right, so when you're new typically what they do is they partner up a newbie with a veteran and I mean, it's like one of those cliché old shows like Lethal Weapon or something, but it's difficult to really pass on that information. So much of it is legacy information. In many cases the information even though it's an experienced veteran sales rep, it may not even be the most accurate or up to date because it's just something that they always been doing as opposed to the most recent information published from the company about a product or about an application or a standard for example. So, it's important to have up to date information in the hands of your sales team and I don't think you can always rely on the legacy sales reps to pass on that information to the younger up and coming reps.

Renia:

Yeah, that's a really great point, and I think that a lot of us that are in marketing, we haven't necessarily been in sales, so what is useful to us and the things that we focus on in marketing are not necessarily the things that our sales reps really need and what's really useful to them, and that's why when we were talking about what we wanted to bring to you today, Matt was really thinking we could bring you some very specific things that you can use to enable your sales team because what you want as a marketing person is often going to be a little different, right?

Matt:

That's right. So, why don't we jump into talking about these things? I mean, I've got so many, I can go over, I could literally talk for two hours today, so I am a little nervous we're going to get through all these in 30 minutes, but we're going to do our best.

Renia:

Challenge accepted.

Matt:

Right. Let's do it.

Renia:

All right. So, Matt, what's the first thing that you really need for sales enablement?

Matt:

I always start with persona documents, Renia, because I'm a nerd like that, and it's very important for educating your sales team on who your ideal buyer is. We make a ton of assumptions sometimes if we've been in the industry for a long time, we make the assumption that we understand who our customer is. We understand their buyer journey. We understand what they want, what they're looking for in a user experience and quite frankly, we're often wrong about that, and so persona development and persona documents, something that you can tangibly hand out to your sales team, put it on a drive for them so they can access it, and it's built on data. It's built on real research on your ideal customers and we've done a lot of talking about that in the past. Know that there's a show on this very topic where we go into this in detail, so we'll definitely link to that in the show notes, but yeah, definitely persona documents because what that's going to do is it's going to teach the sales team and it's going to get the marketing team and the sales team on the same page in terms of who they're trying to reach.

 

And how to reach them. What are the things they're looking for in an experience? How do they like to buy? How do they make decisions? And how to reach them. So all important things to know. Persona documents is the number one thing.

Renia:

I love that. Activate that reticular activating system because if they have that persona crib sheet, every single time that they see someone that fits that persona, they're going to notice them instantly, and someone who's a little bit fuzzy about the ideal client, even an older sales rep who's been in the business for a long time, if they're a little bit fuzzy, they can't see a picture of that person in their head, they're not going to have that activated, hey this is my guy. Hey, this is my guy. So, super powerful both from a learning standpoint and from a psychological standpoint.

Matt:

One thing I will just add on because I know we're going to go to the next one but just as we talked about the sales reps are changing, there's a generational change. There's a generational change happening with your buyers, okay? So that's important to remember, too. The buyer who you think in your head is your ideal buyer or your persona may have changed. It may be his son or daughter now, and that would change the way that you go to market and the way that you sell to them.

Renia:

Absolutely. It's changing a lot and so if we've been making assumptions for a long time, the persona documents will help uncover some of that. So, that's number two, Matt?

Matt:

Number two is good product pages on your website.

Renia:

Love it.

Matt:

This is something that it would seem obvious that you would need good product pages, but it's not so often executed very well, and what I mean by that is we need a good, first of all, the website needs to be mobile responsive, so your sales reps can access it via a tablet or their mobile device when they're out in the field making presentations or making a crib walk through. That's important, and then when they get to a product page and they find the product that fits the bill for their customer, we need to make sure that it's filled with the right kind of content, content that obviously would be useful for SEO is great but in this instance I'm really talking about the difference makers, why choose this product over another. A sales rep cannot remember 10,000, 20,000 products and why those products are better than another product, so that's why that information needs to be on your product pages as well as some other things.

 

We'll get into other things that can be on those product pages in a minute, but making sure that those products, if you're a manufacturer, all your products are listed and if you're a distributor that you're covering the most popular products on your website, making sure that you're getting, you're covering the bases in terms of what delivers the most revenue for your business. We usually use an 80-20 rule, so 20 percent or the products that account for 80 percent of your revenue should be on the website, and those should be high quality product pages.

Renia:

That's a great point, and if you are a marketing person saying what are the things that a salesperson needs, think about conversion. You probably know as a marketing person what you need on a product page for conversion. You need videos, you need good product descriptions, you need the why of the product. Those type of things. Those things that are good for SEO because they're good for conversion are also really good for your sales reps. So they're not really separate things. They all go together. We just need to think about all the different use cases as we're putting them together. Awesome stuff. You ready to give us number three?

Matt:

That's right. Number three is the printed collateral, guys. I know it's shocking to hear me say this. This show is about digital strategies for industrial marketing, but guess what? Print is not dead. It's evolving. It may be dying. I'm not going to deny that it's slowly going away, but it's not there yet, guys. It's important to still have printed collateral, and that comes in the form of a printed catalog, and I'm not talking about the phone books, okay, or the big red books or blue books. I know from first hand understanding that the quantities of those books have dramatically decreased, so they're not getting printed as often as they have been. Also, your buyer, your new buyer does not want a phone book dropped off on their desk. If anything they want small quarterly flyers. They want industry specific flyers and catalogs, things that really tailor the solution to the buyer.

 

So, quarterly flyers, small industry catalogs are perfect right now. Those are actually in high demand. We actually do a ton of those ourselves for our clients, and of course, spec sheets. What sales rep doesn't want to get a spec sheet?

Renia:

Can I drop some digital strategist knowledge on us here?

Matt:

Please do.

Renia:

All right. So, I fundamentally don't believe print is dying. I would have told you ten years ago that I did believe print was dying, but what we found out was that all print wasn't dying. Bad print was dying. So there are no dime store novels anymore. The little prints that like all the ink comes off on your hands, that stuff is dying, but magazine readership is actually up. People like very nicely put together flyers, things like that. So your caliber of what your print looks like needs to up its game a little bit, but it's definitely not dead and when you make it cohesive with your digital strategy, where the things go together, you can kick the world's butt with that.

Matt:

Absolutely. And if you want to know what's working right now, guys, just from our experience, small, we're talking like between 60 and 96 pages, 96 pages tops, and making these catalogs very industry specific, whether it's targeting construction industry or facilities or food and food processing, industry specific catalogs are huge right now. So, that's definitely the route I recommend. Ditch the big catalog. Go with smaller, more targeted catalogs.

Renia:

Yeah. Cool stuff. Absolutely. So what's next? What's number four, Matt?

Matt:

Number four is something that we did talk about with Leif Thomason, our digital producer, a few shows back, so reference the link to that show in the notes, but it's video, guys. Video is critical for today's sales reps. It's important, not just for the sales rep but for the buyer. When they're out there doing their research, they need to be able to compare different options that are available to them, and really video is the language that we speak today. It's amazing. When we read content, we don't read content like we used to. We scan, and so when you're on a product page or when you are comparing your options, you're really just scanning for key bullets or takeaways or headlines, but the way to really communicate an idea effectively today is through the video. And so I highly recommend targeting your top products and creating product videos for those products and having those product videos live on your product pages, and our digital production team is giving me a big two thumbs up on that one, and I know they like to hear that, but we've created a ton of great work and the reason why video is so important today is because it's so easily accessible no matter where you are. That's the game changer, right?

Renia:

Absolutely agreed. I just want to say that we produce some really amazing video here. Sorry, I got to brag on our production team a little bit.

Matt:

Shameless plug. I'm the one that usually does the shameless plug.

Renia:

I know, but you don't have to have a fancy production to get a great product video. If you can get a product specialist or someone out in the field to show how the product works, to talk about the product, even in a selfie video, that is still superior to having nothing. In fact, sometimes those work even better because they're real. If you can show someone out in the field actually using it, if you can get a product specialist to talk about it and show you some specifics about it, that's going to be gold for your sales team.

Matt:

But before you just go and make that selfie video, please visit the link that we're going to put in the show notes of this episode and go check out Leif. He's the digital producer here at SMS. He gave you this beautiful guide on how to create your own videos, so there's a way to do it and there's a way to do it that looks like a notch above your competition, so be sure to check that out. It's a great resource.

 

One other thing I would say in addition to videos is photos, another often overlooked piece of a sales enablement, so photos are critical because this is impossible for an industrial sales rep to carry around products with them. Really, it's just not going to happen because you never know what you're going to need and the best way to remedy that is video, but the second best way is to have high quality, high resolution images on your website. Images that I can click on and zoom in. If you watch a buyer go through the buyer experience and they're shopping for something on the website, you will notice how they want to zoom in. They want to see those fine details, those small little details that can make the difference between clicking and ordering and moving on. One other thing. 360° video. I'm excited about this. It's something we're going to play around with this year.

 

But 360° video also is something that we can use to help us sell the product better, and it's not that hard to do, so we'll be talking later this year about how to do that, but that is something that will be fantastic because think of showing a glove. You can show it this way and that way but showing it fully in 3D and moving around so you can see every angle, I think that's really killer content and it's going to help you close the deal.

Renia:

Absolutely. I love it. I think number five is one of my favorites.

Matt:

Well, of course it is because you're a writer and writers will like this one. It's detailed descriptions about the products. So, when we talk about detailed descriptions, I'm talking about writing for the buyer and not just republishing the manufacturer's specs. So, way back in the day when SMS was created, we were built on this database of product information and what we were given was like four or five bullet points from the manufacturer that talked about the specs of the product, and we took those specs of the product and over years our content specialists created buyer-centric paragraph copy, okay? It was mind blowing. We had to have it for the catalogs. We felt like a catalog wasn't a good catalog unless it told the story of the product and while our descriptions aren't huge and long narratives, they do speak in a voice that the reader can understand and it's a story. It tells about the product and today obviously this is critical not just for your SEO but for the sales reps education as well.

 

So oftentimes, sales reps are selling things they don't even know about, and it's because information's usually not available or if it is available it's in difficult to read bullet points or technical spec sheets and what we'd like to see is you humanize that content and make it make detailed descriptions that sell the product and help somebody make a decision.

Renia:

I love that, and if you want to know what a detailed description really looks like, what makes it really simple, we'll link a couple in the show notes but there's basically four elements. It needs to have the features of the product, the advantages of those features, the benefits of those features and a grabber that closes someone. So, it's not just about those bullet points features. Those don't sell things, and any good salesperson will tell you, those don't sell things. It's what the benefit of that feature is, so nobody wants this specific glove. They want to not cut their hand. That's what they're buying, so make sure you get that in the description. That's going to help you with search. It's going to help you with conversion, and it's going to make your sales team love you because you're giving them a tool that nobody else has. So what's number six, Matt?

Matt:

Love it. Competitor cross reference tool. Say it again. Competitor cross reference tool. So, this is a concept for sales reps where they can go in there and they can competitively quote their product versus a competitor's product, and this your sales reps will absolutely love, but it does take some grunt work up front. I'll just warn you about that right now. So, what this looks like is a tool or a search function on your website where if I type in a competitor's part number or a competitor's product name, it's going to pull up the cross reference product, the comparable products that we carry. So, this is oftentimes a game changer because what happens is, if you're a sales rep and you're an industrial sales rep and you go into a facility for example or a work site and you find for example an outdated harness or an outdated safety cabinet that needs to be replaced, what you can do, you might say well, I don't know if I have that, but if I use my competitor cross reference tool, I can pull up that product. I can type in that product name into my search function and it will pull up the next best thing or the comparable product.

 

And oftentimes, that's all your buyer is looking for. They don't necessarily, I'm not going to diminish the importance of manufacturer brands because they are important, but oftentimes they're just looking for something that gets the job done the same way, and so if you can solve that problem with a similar product, by using a competitor cross reference tool, chances are you're going to get that deal.

Renia:

Yeah. Absolutely, and this is one of the, I would say this is the only thing on the list that you probably need to bring in some outside help if you don't have developers and spreadsheet nerds in house, right?

Matt:

Yeah, so can you talk to them about what is required here. I hate to even say it, but it's very labor intensive but tell them a little bit about how you would build something like this.

Renia:

Yeah, so I want you to think about how impatient the average sales rep is and I say that with love because marketers aren't much better, but you can't give them a huge spreadsheet that requires them to match up a whole bunch of different columns to spit out an answer or something like that. They need it to be mobile and on the go which means that you need someone to take those big spreadsheets of information and map those into a usable either app or a tool on your website that's mobile responsive that they can get to in a second, and that normally takes a developer who can take that data and make it talk to each other using fun tags and stuff like that, and I would put you all to sleep if we go too deep into the details but that takes a fair bit of information to get good data out because if it's done wrong your data's not going to be any good when it comes out the other side.

Matt:

At the risk of going on a very super nerdy tangent ...

Renia:

Okay.

Matt:

... I do want to ask a question.

Renia:

Uh-oh.

Matt:

Because I want to ask you a question and if you had this data, this competitor cross reference data and you built that data into your ecommerce website for example, so that your products are associated with a competitor's product, when somebody is searching for that product, is there a chance that you could come up and come up as an option for that product?

Renia:

You mean in like a Google search?

Matt:

Yeah, like if they were searching for that sku number for example.

Renia:

It's possible, but you probably wouldn't come up because of that. You would come up because you'd done some intentional competitor SEO targeting where you've mentioned that product in the writing or things like that. It's possible, but it's not really likely if you haven't done some other things as well.

Matt:

So that's a whole nother topic. I didn't want to get too far down that road, but in terms of a sales tool, very valuable thing to have, and if you can do it where it's not a boring spreadsheet and you can do it where it's like a search function on the website, even better. We just finished or we're finishing our project that has this very tool in it. I thought it was awesome and I can't wait to see how the sales team uses it.

Renia:

Awesome.

Matt:

That was number six. Number seven is another thing that I know you like.

Renia:

Yeah.

Matt:

Blogging. Educational blog content. So I actually would ask you, Renia, like what is the purpose of a business blog today? Why is it a sales enablement tool?

Renia:

Yeah, so the purpose of a business blog is to educate. I need to say that again. I just have to. The purpose of a business blog is to educate. It is, why are you putting that in air quotes?

Matt:

Educate.

Renia:

To educate. Yeah, we do not want to be constantly selling on our business blog. That's what the product pages are for.

Matt:

Oh, man. I've been doing it wrong.

Renia:

So there's a couple of ...

Matt:

I'm being sarcastic, guys.

Renia:

I know. There's a couple of ways ... He's picking on me.

Matt:

Man.

Renia:

There's a couple of ways that an educational blog will really help your sales team. First of all, your sales team as much as they would love to, does not make the sale usually the first time they speak to someone. They need to prove that they're better than Amazon, right? They need to prove that they are a resource, so if you have in depth educational content about the pain points that you're persona has, not just what type of fall protection do we sell, but how do I use it? How do I know what to pick? How do I know what's needed in what situation? Those types of articles where your sales rep can pass that onto their prospects or to their existing customers and it makes them more like a knowledge resource because unfortunately what your sales reps are often having to do now if you haven't done this, is go to your competitor and look at their blog where they've done it, somewhere like Granger and then they can't send that on to their customer, and so it becomes really convoluted and especially a person who doesn't have years of experience or a complicated topic like fall protection, they need those resources there that are go-to just like that.

 

The second thing that it does for them is it gives them things to keep cross selling and keep growing and gives them excuses to keep in contact with their customers. So, every time something new comes out that a customer of theirs might like, they can pass it on without being like hey, you ready to buy something today? So it's a really great tool to help them if they use it properly.

Matt:

I would challenge you, if you're a legacy sales rep or if you have legacy sales reps and you have a blog, instead of emailing those customers in the typical fashion, hey, checking in. Hey, I'm following up. What if you traded those emails out for hey, found this article. Thought you might like it. Hey, this is something we discussed last time we talked. What do you think? Those kind of emails are more engaging. They build trust and it shows that you know what you're talking about.

Renia:

Yeah. I'll give, so if there is any sales people watching or if you want to give your salespeople a challenge, if you've got a decent blog built up, ask them to start sending out one article a day to an existing customer, and I will bet you they will increase their sales by I'd say maybe 10, 15 percent in less than a month.

Matt:

Oh. Damn. Challenge accepted. Let's do it.

Renia:

All right. So, we all love blogs. What's number eight, Matt?

Matt:

Number eight is case studies or success stories. Guys, this is one that hits me actually very hard. This is something that is one of my top priorities in 2018 is to document all the amazing work that we've done for our clients. We do a horrible job of it, and I'll just be real transparent. This is a frustration point for me. But I understand the value of it. I understand why it's so powerful. So, if an educational blog article builds trust and credibility on micro-scale, these case studies are a right hook knockout punch to building and establishing your trust and authority with a potential customer, and I am so excited about publishing our own case studies, and I know many of you out there whether you're a distributor or a manufacturer, you know how you have delighted your customers. You hear the stories all the time. When they talk to inside sales or customer service and they praise you for all the great work that you've done, why are we not capturing that information? Why are we not documenting it, writing a story about it, and publishing it on our website so that our sales team can use that as very potent ammunition to help them close opportunities?

 

So, case studies, whether you call them case studies or success stories or even testimonials, it can be as simple as a small testimonial. These are things that we've got to start doing better as an industry and it starts with me. I know I got to do it better. In 2018, hold me to the fire, Renia, because I'm going to do this.

Renia:

All right. People need to be able to see themselves as your customer, and case studies and success stories and testimonials help them do that. They are social proof that you can only buy with being delightful for your customers to work with and they're so important. They really are. So that's a great one. What's number nine, Matt?

Matt:

Number nine is a throwback sales enablement tool, but very relevant especially if you're a manufacturer. It is sales kits or sample kits or welcome kits, however you want to package it. What I'm talking about here is literally a physical kit with samples of your products that you make, some literature in there about your business, maybe some of those case studies or success stories, information about how to do business with you, and these kits are critical especially if you are, I will say it really is more important for a manufacturer to have these kits because what happens is when you go to set yourself up a new distributor, your, the way that you present your company and present your products and solutions to them and the resources that you provide them really determines how much mindshare you're going to have at that distributor location or with that distributor sales rep. So make sure that your sales kits are beautifully done. They have all of the resources they need, and they're repeatable. They're easily accessible. You can create one for 2018 and it's like a stock product.

 

Every little piece that goes into it with the samples, the literature, each one of those things might get its own part number and you have these things on a shelf ready to get built and packaged and sent out to your distributors that you onboard at a moment's notice. And those can be a game changer as well in terms of delighting distributor partners. So if you're a manufacturer out there and you don't do any sample kits yet, got to think about doing those sample kits.

Renia:

Yeah. And put a little time into developing this, guys. I have seen a very data driven company use something that I thought was simple but brilliant where they send every prospect that's in the pipeline, like already has a proposal out, a little jar of fluff and just with a note that says this is the last fluff we'll ever give you, and people take pictures of that and put it on Instagram, like you can look it up, so if you put just a tiny little bit more effort into putting these kits together you'll get bonus points because people will share pictures of it if there's a little bit of wow factor. So, think about that, how you can make this something that is delightful both to a prospect or a new customer and it can really pay dividends both for your sales people and for your brand in general. Alright, so we've hit nine. We've got one more to go.

Matt:

It's a biggie, Renia.

Renia:

It's a biggie, okay. What's number ten?

Matt:

It's scary, guys. If you're a sales rep just go ahead and leave the room. You don't want to hear this. It's CRM. It's CRM setup and training. A CRM is a critical tool, and I'm not just talking about something that is a bolt on product that just is something that kind of comes with your operating software. I'm talking about a CRM that your sales team will actually use and will see the benefits of having it. So, a CRM for those of you who don't understand what a CRM does, is it basically holds the sales process in an interactive software where you can track your customers activity. You can track sales opportunities. You can set up a process. You can hold each other accountable to follow up. Most CRMs today allow you the opportunity to make phone calls directly from it, track those phone calls, send emails, track those emails and a lot of other cool things that go along with your standard CRMs today as well, and it's based on data and it's based on this concept of accountability.

 

I really love some of the newer CRMs out there. Obviously SalesForce is popular and for good reason. It adapts to so many situations. HubSpot has a tremendous CRM as well and we actually use it ourselves. It's flexible enough to adapt to many different business needs, and then there's a few others that are more industry specific and we can link to those in the show notes if you guys are looking into potential CRM platforms out there, but as a marketing team specifically, what you can do to support your sales team is instead of just dropping the software on their lap and saying okay, guys, now go track your stuff and use our sales process, how about working together with the sales team to actually build a process that you all can feel good about, and then put in some tools that will help them use the CRM so that's it's not a burden, so that's it's delight and when they see that it starts helping them close more opportunities and helps them avoid falling or losing some opportunities to the cracks because they forgot to follow up or they forgot to do a certain task, a CRM helps prevent that stuff and the marketing team can really, you guys have the tools to help the sales team get onboarded and trained with the software.

 

So, I think CRM setup and training is huge, too big to even really go into much more detail about it in this show. That really should be its own show, but what do you think about the CRM set up? What are some things that a marketing team can do to help the sales team with this?

Renia:

So, I love CRMs. I'm sort of obsessed with them. Guys, CRM stands for client relationship management system and it really is that. In this fast paced world, we can't manage all of our prospects and clients on our own, and if you have a sales rep who thinks they can, they are lying to themselves. They are missing opportunities.

Matt:

Don't hold back.

Renia:

Won't hold back. Sorry. I get real with the CRM. Get your sales manager onboard because your sales manager is going to need to implement some really harsh tools sometimes to make this happen, but what you want your CRM to do is talk to your marketing automation software, so that's your email marketing, your blogging tool, your social media tools because if those things don't talk to each other, you're going to be losing the ability to track what customers are doing, what prospects are doing on your site and your social media, so we see a lot of companies that have both things. They have the website and the email marketing and stuff and they have the CRM, but they live in separate silos and you are missing huge opportunities and not using either of those platforms for what they are intended, and both of these things are expensive so let's use them to their fullest, right?

 

So, make sure they talk to each other and if they don't, work with a team to help you get them to talk to each other because that's going to allow you to track behavior all the way from landing on your website for the first time or seeing your first Facebook post to becoming a repeat customer. Super cool stuff.

Matt:

You know, when we started the show we talked about how there's a generational change going on now. A lot of your traditional or what we call your legacy sales folks, I use those words in replacement of old, not old salespeople. They don't like using the software because why? When they started selling, they didn't use it. They might have used an Excel document or they might have just kept it in a notebook, a little black book of customer details if you will. So they're really resistant to it, but let me tell you something, guys. The millennial and the Gen X salespeople that you have want this software. They want the ability to be able to have everything organized within one software and have it accessible on their mobile device when they're out making calls or when they're preparing for a call, they can pull up a customer's details right on their phone and be prepared and confident when they go into that conversation. So I would just say as we start seeing more and more of your sales force change in terms of generations in the sales force, think about implementing this technology.

Renia:

Yeah, so important. So we hit our ten, and I know we're close to our time, but Matt, there's just one more that I really, really want us to talk about. So can we give them a bonus before we go?

Matt:

Yes. This is something that I also think is a fantastic idea because it was my idea. I'm just joking. It was partly Renia's idea. I think we came up with this together, but this idea could be a game changer for you. So as you go about building all of these sales enablement tools, you're going to end up with a ton of content and what we've done for a couple of clients and what we can do for you guys as well, is build a resource library that your sales team can access on the website. This could be gated so you could hide this from the public view or it could be open and basically make this resource library searchable so you go through and you tag all of the content for those words that your sales team would search for, and then they can access tons of this content, the blog articles, the white papers, the case studies, the spec sheets, the videos, everything is one place and then here's kind of the cool thing.

 

If you follow our advice about having a smarketing meeting, a monthly smarketing meeting, when you have that meeting every month you should have deliverables added to that resource library and every month when you have that meeting, when you talk about here's what we're going on the marketing team to help you, support you guys, you can say stuff like well, look at these new four articles that we have up here. We have a new case study. Show them the tools that you've been building and show them how easy it is to access it on the resource page of the website, and this resource page obviously is accessible on a mobile device, on a tablet and I think your sales team will be very happy with you. They'll be like wow, marketing actually does stuff.

Renia:

Yeah. If you've spent all this time and effort on all of these marketing materials and their sitting in a drive file somewhere, you are missing, first of all, you've wasted your time because a lot of your sales reps are not going to use that. They're just not going to go that far to get that, and second, you're missing a huge opportunity to show how valuable you are to those sales teams, so you want something that is as easy as hitting a saved website app style button on their phone and scrolling through it with their thumb. I want you to be working towards getting something that they can get the answer or the thing they need in less than ten seconds because that's what Ask Siri has conditioned us is the search expectation, right?

Matt:

It's like having Ask Siri for your business.

Renia:

Yeah.

Matt:

How awesome is that?

Renia:

Yeah. Maybe 2019 we'll get into some of that voice search and we can even have voice search resource pages.

Matt:

That would be awesome. Heck, yeah.

Renia:

Alright.

Matt:

Alright, so we've made it through the top ten. We had the bonus one. As we wrap up here, Renia, can you give us some tips. If I'm a marketing manager or I run a marketing team out there in the industrial world, what are some tips that I can put into practice right now to help me execute some of these sales enablement tools?

Renia:

Yeah, absolutely, guys. So there's, this is really big and we really want to see you pick something and run with that one or maybe two somethings. So choose like one annual project. For instance, if your thing is going to be implementing that CRM and getting people to use it, that's a project probably for the whole year that will have different benchmarks across the whole year. That is not a Q1 alone project if you want it to really roll out successfully. So, pick a big project that's going to be your annual 2018 sales enablement goal.

Matt:

Just one.

Renia:

Just one, and then break that down into quarterly deliverables. What are you going to do each quarter? For instance, with the CRM you may choose it and get it set up in quarter one and then add in all of your email funnels and your lead flows and things like that in quarter two, and only in quarter three do you start actually training and implementing it with your full sales team. Or maybe you start small with a test group so you can see what works and what doesn't. Take it in steps that you've broken down for the quarter and you'll be much more likely to get implementation because it's not change shock and you won't drive yourself crazy. Then, have a monthly deliverable to make sure you're getting on track for that quarterly goal.

 

A quarterly goal is still usually too big for us to get it done all at once, so break that down even further to your monthlies and you will tackle this and be able to move onto something else on the list next year, and don't worry about trying to do so many things all at once because it's really a lot to take in. Just pick one of these ten things and start with that. Don't you think that's a good way to start?

Matt:

Absolutely. If you're just starting this and you're like well, I got like five literature sheets, don't sweat it. It's going to take you some years to build up a library that covers the list that we just rattled off to you today. I know it can be overwhelming when you think about it, but like Renia said, you tackle one thing at a time, you tackle one project a year, and next thing you know you have an unbelievable library and your sales team will be well equipped for years to come.

 

So kind of as a follow up here, guys, a call to action today because every good marketer needs a call to action, today I would ask you if you are thinking about implementing some of these sales enablement tools but you're thinking jeez, that's a lot of work. I'm already doing X, Y, Z projects but I know I need these things that we talked about today, why don't you come visit us, come stop by the website, growwithSMS.com. You'll see a big old call to action button on the website where it says schedule a consultation, and you can just fill out a really quick form and we will be in touch and you can talk to either myself or our business development manager and the good thing is, we understand your business, guys. We've been there. We've done that. I've built many of these tools myself over the years and happy to help you talk through it.

 

So, Renia, as we wrap up, what are some things that they should know going forward?

Renia:

Yeah, sales enablement is a huge priority especially for our industry and I think you'll really be excited when you're working with your sales team about this. So definitely go and talk to somebody on our team and let us know what you're working on. Post on the bottom of this video either on YouTube or on Facebook or if you're listening to us back on iTunes, rate us and review us and let us know in the review what you did about sales enablement as a result of listening to this episode, and for next week, we are going to be back with you with a really special Thanksgiving episode. I am on vacation next week, but Matt, you want to tell them a little bit about what you're going to do?

Matt:

Yeah, I'm excited about this. This is the time of year where I start getting all warm and fuzzy, so we're on the Thanksgiving episode. It's going to be a unique solo cast. It's going to be me and I'm going to bring in some of the team here and we're going to talk about gratitude and what that means in terms of building a culture that people enjoy coming to work every day, a place where we can feel good about the work that we're doing and why we're making a difference in the world. So, I know that that's something that seems a little fluffy, but be prepared. It's going to be an awesome conversation and I'm super excited about the idea of talking about gratitude on a Grow Live. So we're going to mix it up a little bit. It's not just all about sales and marketing. Sometimes we got to talk about real issues and that'll be a good one. So come back next week.

Renia:

Awesome. I think fluffy is awesome.

Matt:

Yeah, I'm a fluffy kind of guy. Like a teddy bear.

Renia:

All right, everybody. Have a really great week. We're really excited to hear about your sales enablement journey, and we will see you all next week for our Thanksgiving episode. Bye-bye.

Matt:

Bye-bye. Take care.





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Topics: Inbound Marketing, Grow Live, content marketing, strategic goal, strategic planning, digital marketing, resources

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