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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 If your reps are ignoring your new and improved portal in favor of outdated slides and data sheets, the portal that you are providing them is probably not as engaging as you thought. 

Your marketing team works like a well-oiled machine, using strategy to churn out relevant digital content for multi-channel selling. They keep up with the latest and greatest of the constantly changing digital sphere. They track the efforts of their campaigns, and know which platforms work for your product and they use them properly. They analyze results and adjust efforts accordingly. And it’s working! You’re raking in heightened buzz, leads, brand awareness and traffic. But your sales numbers aren’t necessarily matching up. How do you go from customer awareness to customer purchase, loyalty and advocacy? The sales team has to be prepared to give the customer the old one-two. 

1. Reinforce Marketing Message