Lazy Leaders Use Scripts: Three Steps To Better Sales Enablement

WebGeniusLab - Creative Agency
Kate Chee - Planning Denis Ford - Marketing
Finantial Counsulting, Planning & Marketing

Does that title ruffle some feathers? I get it. I don’t know a sales leader, including myself, who hasn’t used scripts at some point in time. When I got started in sales, I would create scripts based on what I heard from the best sales reps around me. I would mimic them in every way I could. But I was confused as can be. Every sales rep I tried to copy was doing something different. So, I then tried to morph all their unique pitches into a blended script. That should work, right?

Well, metrics tell all, and the best one to watch is revenue. I couldn’t close a deal to save my life for the first 18 months, and then something clicked. I said forget it to the scripts, and my revenue skyrocketed. I learned how to read a conversation, understand tone and intonation, and, ultimately, how to build genuine relationships with my prospects. I stopped trying to automate what needs to be personal.

The problem we face in sales right now is that many sales leaders are getting lazy and resorting back to scripts. We see constant conversations, platforms and blogs that market “sales enablement,” but few actually understand what this term means. The proof is in the pudding. Think about the average tech firm’s sales team. It’s full of automation and software, but has some of the lowest conversion rates. According to HubSpot data, the computer software industry has only a 22% conversion rate of opportunities to deals. How would you like to know 78% of your team’s time is a complete and utter waste financially?

As the director of performance solutions at a company that offers sales training programs, I know that sales enablement is more than automation and efficiency. It’s about providing a sales team with everything they need to be successful.

Proper Training

Legitimate sales training isn’t “Here’s a script.” Sales training to enable your sales team to succeed should be a nonstop, ever-changing process of coaching. It means you should take the time to teach your salesforce how to read a room, understand what a prospect wants, dive deep into the real pain the prospect has and so on. You can’t script out a genuine understanding of someone’s problems and pains.

Optimized Content

Does your team have enough content in their arsenal to get prospects what they need? Content isn’t just marketing’s responsibility. Sales leaders should provide the right information and content in consumable formats to keep a prospect engaged. Furthermore, you should arm your prospects with what they need to go sell an internal decision-maker if you’re not able to talk to them directly. A few examples include case studies, one-sheeters (people like brief content) and e-books that bring value instead of just selling.

Genuine Insight

I’ve seen countless organizations set up customer relationship management (CRM) systems, implement a few key performance indicators (KPIs), and then let the entire system collect dust. We go through the motions as sales leaders and take the right steps, but often let things fall through the cracks. Across your entire sales force, do you actively stay up to date on which stage of the funnel each individual sales rep needs the most support in? That comes from the data you’re collecting, not a hunch. Do you know where you’re losing opportunities rep by rep? It’s a lot to keep up with, but this is the genuine insight you should look at on a consistent basis to make better business decisions.

Sales enablement is about taking a step back from the daily grind and firefighting most sales leaders are accustomed to and focusing solely on the betterment of a sales team. It’s about prepping them for any conversation with anyone based on data, role-playing, training and more. Are you scripting out your team like robots, or are you enabling them to succeed?

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