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Sales enablement practices that help you empathize with buyers

14 May

I came across a great article on https://lab.getapp.com/ by Abhishek Singh.  This is an excerpt from that article that I found as insightful information. It is important for small businesses to realize that they also benefit from Sales Enablement programs.

Gartner defines sales enablement as follows:

“The activities, systems, processes, and information that support and promote knowledge-based sales interactions with client and prospects.”

Sales enablement is a concept that helps professionals in revenue generating roles to understand buyers’ needs through new sales prospecting techniques, sales training, leads analysis, as well as leveraging consumer-based technologies and multiple communication channels to target potential leads more effectively.

It is driven by three critical components—content, technology, and training.

3 Components of Sales Enablement

As market competition increases and buyers get more empowered, sales enablement helps professionals in revenue generating roles to target the right accounts, use sales and marketing content more effectively, have quality conversations with buyers, and most importantly, improve sales and increase the return on investment (ROI) of sales efforts.

Businesses that implement sales enablement best practices are 52 percent more likely to have a sales process that is closely aligned to the buyer’s journey.

But how do you implement these core components of sales enablement into your small business sales process?

  • Implement situational awareness of buyers’ sales cycles
  • Facilitate collaboration between sales and marketing to leverage high-quality content
  • Equip your business with the right sales enablement tools


Lori Johnston, the founder of Allied Exchange, is a Management Consultant specializing in Sales Enablement, Sales Performance, and Process Transformation. She helps businesses with changes that are needed to activate sustainable and accelerated growth. With over 20 years of experience as a collaborative change leader, enabling the growth of successful teams and organizations, Lori is an efficiency champion for businesses facing challenges in an ever-expanding digital world. She is the Greater Los Angeles President for the National Association of Women Sales Professionals (NAWSP) and Innovation member of the International Association of Women (IAW). Her goal is to share her extensive knowledge and expertise with companies that are in search of fresh ideas and new perspectives to achieve their goals. Throughout her career, she has held various sales leadership roles within organizations. Building successful teams by combining her technical knowledge and business acumen.