When strategizing for sales boost and revenue growth, organizations should not only focus on the customer but also on the sales reps. Sales enablement is the art of providing support to sales reps to help them improve productivity.
It includes the various tools, and sales content organizations give to sales representatives so that they sell more and smarter.
Sales engagement, on the other hand, focuses on the customer. They are the tactics used to cultivate and optimize interactions with customers. It includes using strategies that enhance customer relationships with sales teams and, in the end, the entire organization. Engagement features relevant data, improved communication, and feedback.
What Does Sales Engagement Mean?
Sales engagement is all about the interactions made between sellers and customers or prospects. To win prospects, sellers need to harness their communications skills. They also need to focus on engagements that are productive and lead to purchases. Organizations provide sales reps with the right tools that improve engagement. The tools give them a complete view of the customer’s journey.
With the right view, the team then makes the right decisions on the strategies to use to approach the prospect and win them. The strategies require the right content, timing, and presentation. The main purpose of sales engagement is to let a customer know about a brand and trigger them to respond to a meeting request, product presentation, or purchase proposal.
What Is Sales Enablement?
Sales enablement is a total focus on providing training to sales teams so that they can sell more. It includes all aspects of sales training and coaching, which can be performed concurrently or at separate times. Amid changing times and technologies, sales teams often face challenges with the best skills or strategies to use to reach customers and win them.
It is the responsibility of the manager to identify the areas of training or coaching required by the sales reps. They must come up with the right enablement strategies that matter and work. When enablement is lacking, sales reps struggle to achieve their goals or quotas. The company loses prospects, leads, and customers in the pipeline, which is a huge loss through revenue leakage.
Sales Enablement Vs Sales Engagement: What Is The Difference?
There is a significant difference between sales enablement vs. sales engagement. Nevertheless, both work towards the same goal, which is to increase revenue generation in a company. Here are the differences:
Target
Sales enablement targets the sales teams and prepares them to reach out to customers to increase sales. It is a multifaceted process that starts at the time of recruitment and hiring. An organization must recruit and hire the right talent and add them to the team. The entire team needs training and coaching while focusing on the phase each individual is in. After training and coaching, they need equipping and assessing.
Sales engagement targets the client and aims to bring them on board the list of buyers. After training and equipping, sales teams reach out to them with the right sales stories and content throughout the sales pipeline.
Purpose
The purpose of sales enablement is to equip sales reps in readiness of improving the art of selling. The purpose of sales engagement is to win prospects and leads into customers. The company benefits from revenue growth.
Content
In sales engagement, the content used is training courses, coaching information, and one-on-one training. In sales engagement, a variety of content is used, such as e-books, case studies, testimonials, social media content, websites, videos, and podcasts.
Implementation
Sales enablement is implemented by managers who provide training and coaching to sales representatives. Sales engagement is done by sales teams who reach customers with different sales stories. In the long run, the marketing team and management also get involved, including other departments such as customer service and accounts.
Summary
Sales enablement vs. sales engagement are different, yet they serve the same purpose. Enablement focuses on sales reps and equips them in readiness to serve customers productively. Engagement focuses on customers and aims to win them from prospects/leads into purchasers. Managers are involved in training sales reps, while sales teams are engaged in winning customers.
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