By @SimonCocking, review of Sales Enablement: A Master Framework to Engage, Equip, and Empower A World-Class Sales Force, by Byron Matthews, Tamara Schenk, ISBN: 978-1-119-44027-7, May 2018, 256 pages.

Put buyer experience and selling resources front-and-center to boost revenue

Sales Enablement is the essential guide to boosting revenue through smarter selling. A thorough, practical introduction to sales enablement best practices, this book provides step-by-step approaches for implementation alongside expert advice. In clarifying the sales enablement space and defining its practices, this invaluable guidance covers training, content, and coaching using a holistic approach that ensures optimal implementation with measureable results. Case studies show how enablement is used effectively in real-world companies, and highlight the essential steps leaders must take to achieve their desired sales results.  

Smarter buyers require smarter selling, and organizations who have implemented enablement programs attain revenue goals at a rate more than eight percent higher than those that do not. This book provides a 101 guide to sales enablement for any sales professional wanting to enhance sales and boost revenue in an era of consumer choice.

This book might be an interesting addition to the world of sales, it has some thought provoking ideas. At other times though you do wonder if increased sales can simply be achieved by implementing all of those elements. Suppose your competitors also follow the directives laid out in this book too? Then what happens, if we are all sales enabled? There are some promising ideas in the book, but on other points it also felt a little jargon heavy, you began to wonder if we were receiving sales guru hype here? While it does cite the use of case studies, the book is relatively short and the case studies did not feel very in-depth in their insights or examples?

We love books about sales and marketing, but the sections on the value of creating content, training and coaching services felt a little on the cynical side – that by doing these things they would help increase your sales enablement too. Maybe they will, but, like the management consultancy services that aim to embed themselves so deeply into your organisation that you never want to let them go again, so too this felt a little over exploitative. For us this could be a better book if it was a little less heavy on the sales jargon and generalisations and more willing to dig deeper into real examples. Maybe for others it hits the spot?

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