When things go wrong and sales opportunities don’t materialize, you might jump to berate your salespeople, especially if the buyer dropped out after speaking with them. You resentfully ask the sales team if they’re up to date on your flurry of e-mails filled with case studies, or if they aren’t properly using your new and improved sales portal? You shake them, thinking you’ve given them every sales enablement tool they could possibly need, and you begin to wonder if maybe they’re just ignoring you. You bury your head, sigh, and think about hiring a new sales team. Maybe you have a group of duds?
Instead of assuming your salespeople are failing you, explore the idea that maybe you are failing your salespeople. Your salespeople are in the trenches of conversation with your potential customers. They’re working hard to make a sale, and if they are not using your current sales enablement solutions to do that, it’s probably for a good reason. The tools probably aren’t useful to them. They would know! If your reps are ignoring your new and improved portal in favor of outdated slides and data sheets, the portal that you are providing them is probably not as engaging as you thought. 
Sales enablement is about giving your salespeople up-to-date, relevant and engaging information to conduct valuable person-to-person conversations with prospects. You’re looking to set them up to deliver the right message to the right person at the right time in the right place, all in order to move a sales opportunity forward. The right message is typically a message delivered in the context of a personalized back and forth conversation between the salesperson and client, in which the salesperson communicates that the client has been heard and understood.
Sales reps are overwhelmed with general information. And the buyers are overwhelmed, too, by the time they reach the salesperson. The conversation between sales person and potential client needs to get up close and personal. The salesperson needs to address specific issues that the buyer sees to acknowledge that the client has been seen, heard and understood. Then, clearly and accurately, the rep needs to explain how they can make the buyer’s issues disappear. If your sales enablement platform can enable that kind of fluid conversation, you’ll be tapping into a sales enablement success.
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