In today’s post, sales expert and trainer Mark Zokle opens up about ways to implement a new sales strategy and how to get everyone on board before and during the process.
Q: What is the primary goal of establishing a sales enablement strategy?
Mark Zokle: Ultimately, you want to increase sales productivity, efficiency, and effectiveness. This is accomplished by connecting sales representatives with the content and knowledge they need to create an environment of success for themselves. A sales enablement strategy also helps sales representatives adapt to ever-changing market conditions.
Q: In your opinion, should a new strategy be implemented all at once or adopted in phases?
Mark Zokle: I would caution against making too many changes on a broad level all at once. Identify sales productivity roadblocks and focus on those first. Before you even start, it’s a good idea to outline your vision to higher-ups in the company to make sure everyone has an understanding of why change is needed in the first place.
Q: How can I convince company executives that change is good?
Mark Zokle: This can actually be one of the most challenging aspects of implementing a new sales strategy. You will need to communicate upwards and make sure that the decision-makers of the company understand how the new strategy will impact the company’s bottom line. Offer them real-world information about how similar plans have helped other companies.
Q: Is it possible to accelerate a new strategy without scaring everyone?
Mark Zokle: It is possible but it takes a bit of insight, planning, and assertive behaviors. You’ll need to first identify what I call “low hanging fruits;” those things that slow down productivity but can be eliminated quickly. Once you’ve been able to accomplish a few quick wins, you can go back to the company stakeholders and outline specific ways in which this new plan has benefited the organization as a whole.