The Art and Science of Sales Enablement: Tips and Tactics from ZoomInfo
Aug 15, 2023
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Hang Black, VP of Revenue Enablement at ZoomInfo, and Doug Hutton, EVP of Customer Experience at Corporate Visions, discuss the importance of enabling reps on digital channels and the impact of market trends on sales enablement. They also highlight the significance of persona and vertical focus, consistent messaging, and aligning with prospect's needs.
Buyers prefer asynchronous communication with sales reps to scheduled calls for a more convenient experience.
Digital channels like text, email, and social media are crucial in the buying process for effective engagement with buyers.
Consistent messaging across all touchpoints and tailoring it to specific buyer needs is key in standing out from competition and building trust with potential customers.
Deep dives
Buyers prefer asynchronous communication with sales reps
Hang Black, the VP of Revenue Enablement at Zoom Info, challenges the notion that buyers prefer a rep-free buying experience. Instead, she suggests that buyers prefer an experience where they can communicate asynchronously with sales reps. This means having the freedom to speak with sales reps at their own convenience rather than being tied to scheduled calls. Hang emphasizes the importance of providing buyers with confidence in their decision-making process and tailoring messaging to address their specific needs and concerns.
The changing buying landscape and the need for digital savviness
Hang discusses how the buying landscape has changed, especially in the post-COVID era. Buyers have become more digitally savvy and are more educated about potential solutions before engaging with sales reps. Remote work and the presence of multigenerational workforces have also impacted communication preferences and digital skills. The ability to leverage digital channels like text, email, and social media for asynchronous communication has become crucial in the buying process. Companies need to adapt to these changes and equip their sales reps with the necessary digital tools and skills to effectively engage with buyers.
The importance of messaging and differentiation
Doug Hutton, the EVP of Customer Experience at Corporate Visions, emphasizes the significance of messaging in the sales process. He explains that buyers are inundated with various vendor messages, making it crucial for sellers to differentiate themselves. The key is to have consistent messaging across all touchpoints and tailor it to the specific buyer's needs and situation. By providing a unique value proposition and addressing buyer concerns, sellers can stand out from the competition and build trust with potential customers.
The role of frontline sales managers in enablement
Both Hang and Doug highlight the pivotal role of frontline sales managers in enabling sales teams. These managers are responsible for coaching and reinforcing the messaging and skills taught during enablement. They are instrumental in driving adoption, consistency, and accountability among their teams. By providing ongoing coaching and support, managers can ensure that sellers have the necessary tools and guidance to be successful in their roles.
Best practices for effective onboarding and retention
Hang emphasizes the importance of equipping, empowering, and inspiring new hires during onboarding. This involves providing them with the right frameworks and tools, ensuring they understand how to navigate the organization, and inspiring them to learn and grow. Doug highlights the need for consistent messaging and enabling managers to spend time focusing on high-performing reps. By prioritizing onboarding, measuring key behaviors such as time to first deal, deal velocity, and attrition, organizations can accelerate ramp-up time and improve overall performance.
This episode is the audio from our recent webinar on the art and science of sales enablement. We were joined by Hang Black, VP of Revenue Enablement at ZoomInfo. And Doug Hutton, EVP of Customer Experience at Corporate Visions.
