The Current State of Sales Enablement

In the ever-evolving landscape of sales, the role of sales enablement has become a focal point for many organizations. The intention behind these teams is to equip sales professionals with the tools, knowledge, and skills necessary to improve efficiency and effectiveness. However, a growing sentiment among sales teams suggests that the current execution of sales enablement might be missing the mark. Recent discussions on Reddit have shed light on the frustrations and challenges faced by sales professionals. Here's a closer look at what they are saying.

Reddit user complains that current sales enablement is redundant

1. Overwhelmed by Meetings and Trainings

A prominent issue raised by a sales professional on Reddit highlights the excessive amount of time spent in sales enablement meetings and trainings. This individual shares their experience of having multiple hour-long video calls each week, which often feel redundant and disrupt their productivity. The user humorously compares these sessions to high school attendance checks, lamenting the lack of autonomy and trust.

"Except now it is March. And every week we continue to have two to three 'sales enablement' video calls that are an hour or two or three each, and often require us to turn on video, and because each participant name is listed it’s easy for them to take attendance (WTF — am I in high school??)."

This anecdote encapsulates a broader frustration with how sales enablement is being conducted. Rather than empowering salespeople, the sheer volume of these sessions is seen as a hindrance, taking valuable time away from actual selling activities.

2. Redundancy and Lack of Relevance

Another common gripe is the repetitive nature of the content delivered during these training sessions. One commenter noted the frustration of sitting through material that feels like a rehash of basic sales principles or instructions on using sales enablement tools, rather than offering new, actionable insights.

"It would be worth it if the sales training was something new, rather than an endless rehash of Sales 101 or 'How to use <insert sales enablement product>'."

This critique points to a need for more advanced, targeted training that addresses the specific challenges and scenarios that experienced sales professionals encounter. The one-size-fits-all approach seems to be falling short, especially for seasoned salespeople who crave more sophisticated and practical guidance.

3. The Misalignment with Sales Priorities

A recurring theme in these discussions is the misalignment between sales enablement activities and the actual priorities of sales teams. The original post highlighted the significant portion of time devoted to internal meetings, which can detract from quota-attainment efforts.

"When it’s all said and done, literally 20 to 25 percent of each and every week is devoted to internal meetings. Which means if I have a 1 million dollar margin quota, that I am investing 250K of my personal quota time each and every year into meetings/trainings I neither asked for nor wanted."

This revelation underscores a critical flaw in the current sales enablement strategy: the failure to recognize and respect the time constraints and primary goals of sales professionals. The disconnect between enablement activities and sales targets leads to frustration and disengagement.

Breaking the Monotony with Improv Techniques

One innovative approach to revitalizing sales enablement is the incorporation of improv techniques into training sessions. Improv, short for improvisation, involves spontaneous, unscripted interaction and can be a powerful tool in sales training. Here’s why it works and how it can shift even the most advanced sales reps' attitudes toward sales enablement:

Encouraging Creative Thinking and Adaptability:

Improv exercises require participants to think on their feet and adapt to new scenarios quickly. This mirrors real-life sales situations where reps need to respond to unexpected questions or objections. By practicing improv, salespeople develop greater flexibility and creativity, which are invaluable skills in sales.

Enhancing Communication Skills:

Effective communication is at the heart of successful sales. Improv helps participants improve their listening skills, build rapport quickly, and communicate more persuasively. These exercises emphasize the importance of being present in the moment and fully engaged with the customer.

Building Team Cohesion:

Improv activities are often team-based, which helps build a sense of camaraderie and trust among sales team members. This enhanced team spirit can translate into better collaboration and support in the field.

Making Training Enjoyable: Perhaps most importantly, improv makes training fun. Breaking up the monotony of traditional sales enablement approaches with dynamic and interactive activities keeps participants engaged and eager to learn. When training is enjoyable, participants are more likely to retain information and apply new skills.

Positive Impact:

The impact of incorporating improv into sales enablement can be profound. Sales reps often report increased confidence, improved problem-solving abilities, and a greater sense of connection with their peers. This leads to a more positive attitude toward training sessions and a renewed enthusiasm for their roles. Ultimately, this can translate into better sales performance and higher job satisfaction.

Conclusion

The insights gathered from Reddit reflect a growing discontent with the current state of sales enablement. While the intention behind these initiatives is noble, the execution seems to be falling short in several key areas. To truly empower sales teams, organizations need to listen to their feedback and adjust their strategies accordingly. This means providing more relevant, advanced training, respecting the time and priorities of sales professionals, and finding ways to make enablement activities genuinely supportive of their goals.

Incorporating innovative approaches like improv techniques can transform the training experience, making it more engaging, effective, and enjoyable. By breaking the monotony and addressing the specific needs of sales reps, sales enablement can fulfill its promise of enhancing sales performance and driving business success.