Training and tools are central to sales enablement

Sales enablement has to include bringing in salespeople, who are either new salespeople, or veteran sales reps who have not brought our solutions forward in the same way. In this video, Professor Deva Rangarajan explains that the average business sale includes 6.8 people. Selling means understanding the different benefits that those different stakeholders want to realize. Customized training and tools to support sales are expensive, but are vital in shortening sales cycles.

At the high-end, and especially in call centre roles, there are AI tools that are tracking salespeople through their onboarding. Many B2B tech firms are far behind the state of the art.

I had the opportunity to talk through these topics with Professor Rangarajan one-on-one, back in 2011, at Vlerick Business School. Back then he was setting up a sales education centre for Vlerick, Belgium’s leading business school, and I was looking for a PhD supervisor. He’s repeating his success there at Ball State’s Center for Professional Selling.

Duncan Chapple

Duncan Chapple is the preeminent consultant on optimising international analyst relations and the value created by analyst firms. As the head of CCgroup's analyst relations team, Chapple directs programs that increase the value of relationships with industry analysts and sourcing advisors.

There is 1 comment on this post
  1. Deva Rangarajan
    September 10, 2019, 3:29 pm

    Thanks for the mention Duncan. For people interested in this topic, i would recommend a great book- enablement Mastery by Elay Cohen that approaches sales enablement from a strategy and process perspective than just a technology perspective.

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