One of the most overlooked parts of any successful sales enablement program is the communications plan. Without one, you're not going to get very far in your goal for increased revenue and customer satisfaction. To create an effective strategy for communication, it is important to decide what channels are the most appropriate for this kind of information delivery. (i.e., email, social media) Then, creating an outline with specific goals based on desired outcomes such as increasing website traffic or providing more training videos.
A communications plan is an important component of any sales enablement program. If you have a well-thought out and executed strategy, your reps will be ready to pitch the key points with buyers effectively.
It’s important to strike a balance and develop a communication plan that keeps your sales team well informed, without overwhelming them. You want the information they receive from you to be digestible so their attention is focused on what matters most: closing deals! Consider developing informational emails with key company updates about once per week or putting together an email newsletter for every two weeks.
Communication inputs are teams that frequently have information to communicate to the field. Currently, these groups may be communicating on an ad hoc basis when they have something they need to share with the team. This isn't always efficient or effective for a few reasons:
You’ll also want to make a list of the audiences your team communicates with. This will be an inventory of all teams and roles, as well as who in those groups may need updates on company news or other messages from you (e.g., marketing).
To make sure all your audiences are aware of new products and developments, you'll want to communicate with them in a number of different ways.
Next, you need to determine how often you want your team members to stay in the loop on important information.
It’s important to measure the effectiveness of your communications on an ongoing basis. That way, you can see what elements of your communications plan are working — and make changes to the components that aren’t.
Email marketing software allows you to see who in the field is opening and reading your communications. You can then use this information to improve the effectiveness of future communications.
For most organizations, the communications plan is an important step to take in order for sales enablement programs to be the most effective. It requires a lot of hard work and careful planning but it will help you achieve your goals more quickly than if you had not taken such steps.
With an effective communications plan, you can ensure your sales team is always armed with the right information to generate leads and close deals. The following components will help you create a strategy that helps your business grow.
If you want professional guidance, feel free to contact us anytime! We are happy to answer any questions or provide more information about our consultation services in order to give your team what they need for success at every stage of their selling process.