6 Ways Sales Enablement Helps Engineering Firms Attract New Clients & Grow Existing Accounts
The complex work nature ensures that engineering companies direct most of their energies towards their core operations and associated efficiencies.
However, like any other industry, engineering firms also leverage sales and marketing success to thrive and grow.
Prospects are always in pursuit of reliable, dependable, and long-term solutions; and they rely on engineering service providers who would seamlessly deliver them.
A typical prospect of an engineering service is uncompromising on the outcome and are highly specific about the needs. And this makes winning a high-ticket client with the potential for increasing recurring revenues over time – a tough task.
This further elevates the importance of
- Identifying precisely to whom you’re selling your products/services
- Having a deeper level of understanding of what your prospects are trying to solve
- And timely engagement with the prospect backed by sales intelligence
To top it all, there is a long sales cycle and multiple levels in the buyers’ journey that demands relevant and concise communication.
Sales Enablement & Sales Success
To address the above challenges, the marketing team and sales team should work in perfect harmony – which can be achieved by adding a sales enablement function.
But most companies realize the importance of sales enablement after experiencing long-time inefficiencies in sales, as the support provided for sales teams is either inconsistent or based on trial and error.
1. Increases collaboration between departments
When all the departments work towards a defined goal, your company will benefit from increased sales and customer satisfaction. Moreover, with marketing efforts aligned with sales objectives, it yields more engaging leads, higher conversion, and shortened sales cycles.
Sales enablement unifies the sales and marketing teams, helps in sharing data and intelligence, define and identify buyer personas, define lead scoring metrics, and assists in arriving at the best possible way to deliver a pitch that resonates with the prospects’ needs.
2. Helps to collect finer details about your target customers
Audience targeting is an important factor when selling high-value products/services. Finding the most relevant prospects, and understanding their problems requires a strong and deep connection between the marketing and sales functions.
Sales enablement creates a common ground for the marketing and sales teams, where they can utilize advanced frameworks and analytics processes that keeps both the teams on track with various customer data points.
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3. Equips sales reps with sales data and intelligence
According to one Gartner survey, only 30% of buyers are convinced with the ability of salespeople to effectively communicate business value.
In this era of ultra-personalization, the sales reps have to dive deep to understand the prospects to nail a sale. Reps provided with the right information about customer intention, behavior, and the pain points can catapult them towards success.
Sales enablement equips the sales reps with the right information at the right time, that enables them to
1. Understand what type of information works best and how they can convert it as a value to the prospects
2. Appeal to the buyer’s interests and unique requirements, ultimately boosting the probability of closing a deal.
4. Makes it easy to stay in touch with buyers
Random follow-ups with prospects without knowing their level of interest is a waste of time, effort, and investments. Makes it easy to stay in touch with buyers
With an effective sales enablement strategy in place, sales reps can easily distinguish qualified leads and nurture them using personalized information catering to their specific needs.
Handy information provided by the sales enablement function helps the reps identify the missing pieces that answer the buyer’s puzzle, making it easy to walk with them throughout the buyer’s journey.
Also, it keeps your organization at the forefront of the buyer’s mind until the time they are ready to make a purchase decision.
5. Builds better and meaningful relationships with customers
A sales rep familiar with the customer needs, concerns, and pain points can build long-lasting relationships with prospects and clients than the one who delivers a generic pitch to a random prospect in the database.
Sales enablement ensures that the salespeople are equipped with the right information and resources about the existing customer. This allows salespeople to pitch relevant services after understanding their needs, increasing the likelihood of account growth.
6. Assures consistent brand messaging
No matter how your sales operations are structured and spread across the world, your sales reps are going to work along a single brand messaging.
A sales enablement team is also a part of the process that ensures that each piece of communication to the client adheres to the brand messaging. This helps immensely in getting new doors to open when your brand grows and travels to new geographies.
Sales enablement helps build and maintain unified messaging for prospects, clients, and stakeholders.
Finally, it all translates to improved revenue.
Sales teams work hard to bring more leads to the bottom line of the sales funnel. Their efforts should not go waste. Leverage the power of sales enablement to remove sales and marketing turbulence, and keep the sales team occupied with what they are best at – “A sales closure which brings cash in the bank”.
