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4 Best Practices for Sales Enablement Teams in Times of Change

Evann Rose
April 28, 2020

It’s safe to say that right now it feels like the world is a bit upside down. Many people have jobs that are dramatically affected by what’s going on, while others are able to somewhat continue as normal. Leaving most of the sales enablement and tech world quickly switching to remote work as everyone adjusts.


Every headline, every post, every article, all seem to be about COVID-19 right now. Many sales enablement teams who weren’t previously remote, have frantically switched to remote work as local protocols have changed. For the most part, it seemed to be seamless for many organizations; but there is still a lot to learn in these uncertain times.

Pressure gets put on sales enablement leaders to be a guiding force for their teams. It’s also a tough time for employees who have kids, or other responsibilities outside of work that change the way their day-to-day routines are.

However, this isn’t the only time that you should prepare for change. Relocation, layoffs, unplanned illnesses, and times of turmoil within companies can bring on these changes and challenges within a company. It’s important to prepare for these times before it’s too late.

4 Best Practices Every Sales Enablement Team Should Do In Times of Change.

  1. Empathy
  2. Daily Syncs
  3. Open Communication
  4. Having all the Right Tools

Practice Empathy in Sales Enablement

This is a huge one that a lot of sales enablement teams could learn from sooner rather than later. In a short IGTV video from Simon Sinek the other day, he emphasized the importance of empathy during these difficult times. This is obviously a unique time, but during times of turmoil in companies, or layoffs as previously mentioned; people may handle this with more difficulty than others. You may see a rise in unresponsiveness and a decrease in productivity. Rather than assume someone isn’t doing work, try reaching out to your employees and colleagues to make sure they’re okay. This is particularly important for your sales teams, who are likely hurting when people cancel demos or push back on finalizing a deal. Practicing empathy with your employees will create a ripple effect in how they communicate with their prospects as well. Instead, they can take a different approach with how they reach out. Genuinely ask how they are doing, this creates trust and ease. Their prospects might rethink about rescheduling that demo and trust to move forward with next steps.

Daily Syncs with Sales Enablement Team

Having a very short, guided, morning sync with the team is extremely crucial for any remote team. It’s also something that would be very beneficial for any team that may be going through a rough patch. Keeping it simple by having a set order where everyone goes around and shares what they’re working on, anything they need help with, and sharing something positive. This not only sets the tone for the day, but gives the team a chance to feel connected and keep a positive light. This isn’t to show that there isn’t trust within the team, but rather to keep to a routine which is very important in times of uncertainty. It will allow your team to practice empathy and will bring you to the third practice.

Open Communication between Sales Enablement Leaders and Employees

Instilling a sense of trust and open communication with leaders and employees should be a given with any team. Unfortunately, transparency and open communication can often become damaged, leaving it difficult to mend. Sales enablement teams are expected to be “on” a lot more than other teams and roles. You are constantly in communication with colleagues, prospects and peers. Making sure that there is open communication between leaders and employees can help prevent burnout, ensure trust at all times, and leave employees with a sense of comfort in difficult times.

Ensuring Your Sales Enablement Team Has Exactly What Tools they Need Before it’s too late 

Assessing the tools your team is using for their sales enablement stack and being mindful about what is needed, will help to ensure that everyone is successful and productive in turbulent times. Something that is being seen across the industry right now is a lot of companies put off purchasing certain softwares because they were stuck in their olds ways or thought it wouldn’t be necessary. Making sure your team has everything they need, regardless of where they are working from is crucial. On the flip side, making sure that your team isn’t overwhelmed with the amount of sales enablement tools they are using. You want to know that everyone is being productive and keeping to their processes with exactly what they need. Don’t be afraid to take a step back and analyze how your process is working from start to finish.

Ask yourself, Is your process currently working? Is there open communication with leaders and employees; do your employees have insightful suggestions on how you and your team can improve? Is there an empathetic environment between all employees and how they are treating their prospects? Are you syncing daily to ensure everyone feels motivated and that they don’t have any blockers? Always be ready for a shift in the tide, and always be open to learning from those around you. What might seem like time consuming or irrelevant at the time, could end up saving you hours or days in the end.

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