What Makes Sales Enablement Better Than Training Alone?

“Become the person who would attract the results you seek.” – Jim Cathcart.


Sales training alone can not help your reps to become that person. Instead, use a more effective method like sales enablement for the salespeople to pave the path to success.


There is no question that sales training is essential for giving salespeople a fundamental understanding of the organization and the product they sell. In addition, it gives them the tools they need to fulfill their responsibilities. 


However, while sales training is good for integrating new personnel and getting them acquainted, it cannot assist in increasing revenue. On the other hand, sales enablement aims to improve revenue per salesperson, so it contains numerous interactive aspects to include and engage individuals who require learning. 


The Nature Of Sales Training


The best way to onboard new employees and bring them up to speed on required corporate compliance or product knowledge starts with sales training. It is more like traditional lecture-style training in a classroom setting. 


It relies primarily on trainees receiving feedback from a trainer who uses support tools like charts, whiteboards, and projectors to deliver the lecture. There are occasionally opportunities to offer questions or participate in seminars, group discussions, and demonstrations, although the interaction is restricted.


So, what areas of sales training do you need to look into?

  • Sales training fails to support reps in developing the abilities and attitudes required to engage clients and boost sales.
  • Since trainees in this method are passive, the learning experience is typically neither enjoyable nor memorable over the long term. 
  • Blockers that prevent a salesperson from closing deals, like cumbersome tools and procedures or a lack of product expertise, are extremely challenging to deal with when training alone.

Overall, more than sales training is needed to help reps please prospects or clients.


The Nature Of Sales Enablement


Is sales enablement merely a fancy name for sales training? Precisely saying it includes sales training, but it goes far more than that. In general, it’s a strategic collaborative technique that combines sales, marketing, product, sales training, and building team relations to improve the performance of sales staff who deal directly with clients.


Training, content, and technology comprise sales enablement’s three key pillars. However, numerous additional elements go into the sales enablement system, such as operations, interactive practical sessions, coaching, and analytics, enough to make your sales team the strongest.


The sales enablement team frequently analyzes new ideas, market developments, technologies, and methods to enhance sales effectiveness, acting as the sales department’s research and development section. 


The team takes care of crucial things like:

  • Providing reps with the appropriate content to attain a particular sales quota,
  • Obtaining relevant data on demographics and buyer profiles,
  • Implement new sales enablement tools, procedures, and tactics for salespeople to learn and use.

Bringing An End To Training Alone


Sales enablement aims to remove typical blockers through sales training, sales enablement tools (such as CRM, call monitoring, and coaching), content (for both clients and internal training), and sales methodologies. 


Now, it’s clear that attending training is only a small part of the enabling process; there is much more to it. Moreover, within the first three months of employment, sales reps forget 84% of the training they received throughout the onboarding process (source). 


If your sales reps only receive training during the onboarding process, there’s a significant risk that knowledge retention won’t be up to par. Sales enablement is necessary to fill this gap. Therefore, if sales enablement is a circle, sales training is even less than a semi-circle. 


Ensure that your salespeople receive the training necessary to maintain their abilities using sales enablement. Since prospects are better informed than ever and many salespeople now work remotely, more than sales training is needed to close more deals. In addition, salespeople are gregarious by nature. 


You should also know that revenue generated by the top 20% of reps accounts for 53.6% of the total (source). It’s all due to an effective sales enablement program.


Related: Inside Sales Teams Should Follow These 5 Sales Enablement Best Practices 


As you can see, sales training is just one-third of what’s needed for your company’s success, and sales enablement is a critical piece of the puzzle for any successful salesperson. By providing your team with the necessary skills and knowledge, you’ll give them the tools they need to be more productive and generate more revenue.


If you want to improve your company’s sales performance, start by implementing a sales enablement strategy. It will undoubtedly save you time and money while assisting your salespeople in achieving long-term and short-term targets without letting them hang on their own after completing traditional training.


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