What Does it Really Take to Engage Your Sales Team?

18 September 2017

What Does it Really Take to Engage Your Sales Team?

You’d be forgiven for thinking that the promise of fame and fortune would be enough to motivate your sales team, but for the new-age, digital dwelling, sales person this is no longer enough.

Salespeople know what’s out there, they have friends in sales too; so, you better make sure the apple doesn’t fall far from the tree when it comes to using relevant digital tools that could help your sales team make more and add to your company’s bottom line.

As a marketer, I've spent most of my adult life working with salespeople, and, when sales taper off due to seasonality or other uncontrollable factors, have been responsible for finding new ways to keep the sales teams motivated. And, lately I’ve come to the conclusion that whilst programmes like sales rewards undoubtedly have a short-term impact on morale; when you get under the hood, they are unlikely to have a lasting impact on sales performance.

Apologies to sales people reading this; I can see you exhaling deeply and exclaiming - you’re wrong! I might be, but I’m almost certain I’m not, and that there are other ways marketing can support you that doesn’t involve you winning a laptop bag or a weekend break, that, let’s face it, you could have bought yourself.

It comes down to this… What do salespeople like more than money and success? It’s the thrill of the chase, it’s the feeling of closing that all important deal. Now that you know this, how are you going to make the deal closing business, and subsequent buzz on the sales floor that comes when business is being closed, happen, more frequently?

A great place to start is with a sweep of existing sales and marketing resources. Consider whether the content you produce as a marketing department for sales is a) easy to find, b) contains all types of content (print, digital, and video) within the same space. Some, if not all, of your marketing resources can be customized and adapted right up to the customer level. A little stat from Docurated’s State of Sales Productivity 2015 study, to put the importance of sales enablement content libraries into perspective: "31% of sales representatives’ time is spent searching for and creating content". If you weren’t already sold on the idea that high quality content drives sales, I hope you are now.

Owning and managing a digital asset library on behalf of your sales team is well worth the time it takes to maintain, because your sales team choose the content that is most relevant for their customer, send it through a central platform, and receive alerts to their inbox telling them how engaged their prospect is with the content they are sending.

Trust me, your sales team will be your forever friend when they have all the content they could ever need in one easily-accessible place, along with intelligence that helps them make sales follow up calls with increased confidence. Now, give yourself a pat on the back; you’ve not only saved your sales teams’ time, you’ve got them engaged and refocused on doing what they love to do, sell.