By David Kriss (@DavidKriss)
I, like many of us, have been inspired by Simon Sinek’s idea of the Golden Circle and the notion that people don’t buy what you do, they buy WHY you do it. It is founded on our human condition of following those who share the same beliefs as ourselves
So why do we do what we do? And, when it comes to business initiatives, why do we invest in some initiatives and not others?
For example, I often think about WHY organizations invest in Sales Enablement processes, content and technology. Who inspired them to take action? What is the motivation?
I often see the motivation is based on acute pain or challenges:
- My boss told me to; hence, it’s part of my job and next paycheck.
- I’m being yelled at by sales people and I want to get them off my back.
- I attended an industry conference and I feel I’m behind the times.
- We need to grow revenue by 10%.
However, fixing these pain points is more focused on WHAT Sales Enablement can do for you, but not WHY you do it or invest in it.
Think about it this way: with any Sales Enablement program or initiative, sellers are the “buyers”. They are the ones utilizing and engaging in sales enablement investments and receiving the value.
When thinking about it that way, we suggest the reason to invest in Sales Enablement is to ensure that sellers are as prepared as they can be and have the best interaction with a buyer as possible. Every. Single. Time. What seller on the planet (good or bad) does not want the best interaction with a buyer?
The RESULT of this added value and elevated buyer interaction will be a happy boss, happy sales people, happy buyer, use of thought leadership and more revenue!
An effective Sales Enablement program connects your business initiatives to “experiences” (sometimes characterized as use cases) and that connect sellers to the WHY above. Experiences that directly connect to helping sellers be more competent with their skills and confident in front of a buyer.
Examples of “enablement experiences” include:
- Create a single library and location to search, find and discover resources.
- Apply those enablement resources (communications, content, coaching, experts, etc.) to the unique buyer situation.
- Engage in meaningful buyer/seller meetings.
- Establish seller crowdsourcing where tribal knowledge and successes are shared.
Creating these experiences and answering the WHY requires a full understanding of what is motivating seller’s actions, their success and compensation.
So as a Sales Enablement professional, examine the experiences you create for your sellers, test your intention and ask them if they believe what you believe! That’ll get you to the WHY so you can create a sustainable seller experience and Sales Enablement program.
If you need some pointers on where and how to start your Sales Enablement efforts, check out my last post: The Best Place to Start a Sales Enablement Program is Where You Are NOW!
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