15. 90% of salespeople avoid using content because it’s outdated and not customizable
Another shocking sales enablement statistic: Too many salespeople refuse to use marketing content. Marketers should make it easy for salespeople to find sales content and customize it to their clients’ needs.
Salespeople Salespeople intuitively know that the market has changed. They know that their jobs have changed…and struggle to change along with it. What was once a sales job is now a sales and marketing job…and outside salespeople and inside showroom salespeople need tools and training to drive and satisfy new opportunities. What may appear as resistance is likely fear and ignorance, both of which can be managed and overturned with compassion and instruction.
Help your team to thrive in the world they live in. Give the tools and training to make marketing part of their job so that they welcome the content needed to keep their messages to prospects and clients relevant and aligned with the company culture. Their job has changed and they need your help with the transition and new execution.
#13 78% of sales reps who use social media outsell reps who don’t
It’s crucial for sales reps to be easily accessible. Having active social media profiles is a great way for your reps to connect with prospects and customers.
Salespeople Put this action on your weekly calendar and don’t rely on memory or instinct to guide you to do this. Talk to other salespeople (in other industries, and in different B2B or B2C sales positions) about what they are doing and what they are achieving with social media. Don’t reinvent the wheel…do what is working for some as you learn and expand your skills…but do it.
You may have some challenges with the marketing department on this one. It’s up to YOU to have the conversation with marketing to know what the sales team can say/not say and post/not post on their ‘personal/business’ page or other social media pages. This is an opportunity for training and measuring results. And everyone shouldn’t be required to do it…let the ones who want to expand their reach and are comfortable with the format experiment and learn…and then share it with others.
# 8 65% of sales reps can’t find content to send to prospects
Communication between sales and marketing is so important—it’s a main component of sales enablement. Marketing templates and documents need to be easily accessible and customizable.
Salespeople I listen to salespeople who regularly show their resistance to ongoing communication with prospects and clients as “What am I going to say or send them? The marketing department manages email blasts….” In a time when retail showrooms need to generate 30% of their revenue through outreach actions (versus waiting for the door to swing or the phone to ring), this IS an area that can use assistance from the marketing department about how to construct communications that align with the company message, graphics and images that need to be consistent with the aesthetic and language of the company, follow up communication templates that support showroom promotions or services. And these actions need to be taught…they fall prey to being directed without training, and then are expected to be executed but don’t happen.
Sales Managers In short, what I mentioned about salespeople needs to be managed by their sales manager. BE the assistance they need in creation and execution. They really don’t know how to do this – they aren’t just being resistant or lazy. Help them be good at an area they weren’t originally hired to do.