Just as marketing and sales operations teams need to improve “sales enablement”; as sales professionals we need to improve our “customer enablement”. Customer Enablement is defined as:
- Your prime contact is your ambassador: Think of your key prospect(s) as your delegate within the organization – the person most motivated and situated to share your information and related tools across their company’s network. Once they’ve bought into you and your company’s products, you need to enable them to get the rest of their organization to buy-in. Lean on your own organization to help you accomplish this.
- Be relevant:
- Follow your buyers and their companies online to best understand their needs and interests
- Leverage this insight to provide relevant intelligence to help them in their jobs, and to help them succeed, as part of your regular interaction with them. (e.g., send them only the highest quality, most relevant sales and marketing assets from your organization, or send them links to interesting articles you find online)
- Leverage your resources: Tap into your account-based marketing team, sales development reps and/or inside sales team to help you identify new people within your target companies that should be part of your “sphere of influence”
- Develop an account strategy: Include “customer enablement” as part of your account planning process (Sales Advisory Service clients, refer to IDC’s best practices in account planning)
- Collaborate with your key prospects: Identify who else needs to be influenced within their company, as well as what the best strategy is to convince these players about the value of your solution.