Sales enablement is all about helping your sales team do their best work. It gives them the tools, training, and information they need to talk to customers, explain your product or service clearly, and close more deals. But having a few tools isn’t enough—you need a well-planned strategy to make sure everything works together smoothly.
In this guide, we’ll show you how to create a strong, easy-to-follow sales enablement strategy from Enformion.com that supports your team and grows with your business.
1. Start By Understanding Your Customers and Sales Team
To build a good sales enablement plan, you need to understand two things: your customers and your sales team.
Know your customers.
Think about who your customers are and what they need. What problems are they trying to solve? What questions do they usually ask? Where do they go to get information—on social media, in person, on websites?
You can create “customer profiles” that show what each type of customer is looking for at different steps in their buying journey. This helps you give them the right information at the right time.
Know your sales team.
Next, look at your salespeople. What are they already good at? Where do they need help? You can gather this information by:
- Asking sales managers for feedback
- Listening to recorded sales calls
- Giving short skill checks or surveys
Once you know their strengths and weaknesses, you can start planning how to support them.
2. Set Clear Goals and Measure Progress
Every plan needs a goal. A good sales enablement strategy should support your business goals. If your company wants to grow sales by 20% this year, your sales enablement plan should focus on helping the team reach that goal.
Set goals that are clear and simple.
For example:
- “Train all salespeople on our new product by the end of the month”
- “Create three new product videos for sales to use by next week”
- “Help shorten the time it takes to close a deal by giving better content to sales reps”
Measure your progress.
You can track how well your sales enablement plan is working by looking at numbers like:
- Sales made
- Time it takes to close a deal
- How often salespeople use the materials you give them
- How confident they feel about using new tools or talking about new products
When you track results, you can see what’s working and what’s not—and improve from there.
3. Create Simple, Helpful Sales Materials
Your sales team needs useful content to help them explain your products and build trust with customers. This content might include:
- Product brochures
- Email templates
- Short videos
- Pricing guides
- Case studies
Make content that matches the buyer’s journey.
Not every customer is ready to buy right away. Some are still learning about your product. Others are comparing you to competitors. Your content should match what the customer needs at each step.
Make content easy to find.
It’s not enough to create content—you also need to organize it well. Use one shared location where all content is stored, like a content folder or a simple content system with search tools. Let your team know when you add or update something.
When salespeople can quickly find what they need, they’ll be able to help customers faster and better.
4. Train Your Team the Right Way
Training is a key part of sales enablement. It’s not just about teaching people how to sell—it’s about helping them grow their skills over time.
What should training cover?
- How to explain your products or services clearly
- How to listen to customers and respond to their needs
- How to use tools and software that support sales
- How to solve common problems during the sales process
Use different types of training.
Not everyone learns the same way. Some people like short videos, while others prefer hands-on practice. You can use a mix of:
- Group workshops
- One-on-one coaching
- Microlearning (short lessons)
- Online training platforms
The more flexible and clear your training is, the more likely your team will use it and improve.
5. Use Simple and Helpful Tools
Technology can help your sales team work faster and smarter. But you don’t need the most expensive tools—you just need the right ones for your team.
Some useful tools include:
- CRM systems – to track customers and follow-ups
- Email tools – to send personalized messages
- Sales tracking tools – to measure success and improve
- Training software – to help reps learn at their own pace
- Content tools – to store and share sales materials
- Call review tools – to learn from real customer conversations
Make sure your team knows how to use each tool and understands how it helps them do their job better.
6. Help Sales and Marketing Work Together
Sales and marketing teams need to work as a team. Marketing brings in leads by creating content and ads. Sales turns those leads into paying customers. If they talk to each other and share ideas, both teams will do better.
Here’s how to make it work:
- Hold regular meetings between the teams
- Ask sales to share what they hear from customers
- Let marketing use that feedback to make better content
When both teams work together, your company can grow faster, and your customers will get a better experience.
7. Keep Improving Your Strategy
Sales enablement is not something you do once and forget. It’s a process you improve over time. Keep checking your results and ask:
- Are sales reps using the materials?
- Is the training helping?
- Are deals closing faster?
- Are customers more satisfied?
If something isn’t working, don’t be afraid to change it. For example, if a certain sales guide isn’t helping, try rewriting it or turning it into a short video. Test different ideas and see what works best.
8. Make Sales Enablement Part of Your Growth
When done well, sales enablement helps your business grow by giving your team everything they need to succeed. It makes their jobs easier, improves the customer experience, and helps you hit your sales goals.
Here’s a quick summary to guide you:
- Understand your customers and your sales team
- Set clear goals and measure success
- Create simple, helpful content
- Offer training that fits different learning styles
- Use the right tools and make sure your team knows how to use them
- Encourage teamwork between sales and marketing
- Keep learning and improving your plan
Sales enablement isn’t just a project—it’s a long-term plan that supports your team every day. If you build it right, it will keep helping your business grow for years to come.
