5 Sales Enablement Tactics That Balance Acquisition And Retention Now (So You Can Outperform Competitors by 4-6x in Revenue Growth)

In this episode of Predictable B2B Success, host Vinay Koshy welcomes George Storm, the dynamic CEO of Break the Box, to discuss transformative sales enablement tactics reshaping B2B sales.

With over 22 years of robust experience across various industries, such as real estate, SaaS, and insurance, George delves deep into the paradigm shift from traditional sales methods to novel approaches prioritizing customer success and retention. As businesses grapple with changing market dynamics and skeptical buyers, George emphasizes the importance of curiosity, creativity, and authentic communication in building meaningful relationships.

Tune in to explore how Break the Box is accelerating revenue growth by focusing on nurturing relationships, leveraging personal branding, and integrating impactful strategies that challenge the status quo. Discover actionable insights that can help refine your sales processes and lead your team toward success in an ever-evolving business environment.

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About George Storm

George Storm began his career in various industries, including real estate, credit cards, loans, and telecommunications events and training. Over the last decade, he has focused on the B2B SaaS sector. George embarked on this journey as one of the earliest employees, being around the 10th or 12th hire, at a small Swedish startup.

His exceptional leadership skills saw him rise through the ranks, serving as Head of Enterprise before advancing to VP of Sales and Customer Success. His dedication and strategic acumen eventually made him the VP of Sales Enablement. Under his tenure, the company expanded significantly, growing to a team of 285 with multiple offices across Europe.

Following the majority acquisition by a UK-based venture capital firm, George decided to step away, marking the end of a transformative chapter in his professional journey.

The Evolution of Sales Enablement in B2B

Sales enablement has become critical for successful B2B organizations, driving revenue growth and enhancing overall business performance. As we navigate the complex landscape of modern sales, it’s essential to understand the evolution of sales enablement and its impact on B2B companies.

George Storm, CEO of Break the Box, emphasizes the importance of adapting to changing market conditions: “The market has changed a lot for at least for b to b SaaS companies, customer success or customer retention and growth are not only important building blocks for a successful company, but it’s also if you look at it purely from a bottom line perspective, at least for my time, the the two, three years that I run both departments, customer success outperformed sales two to one at least when it comes to to revenue acquisition.”

This shift in focus highlights the need for comprehensive sales enablement strategies beyond traditional sales techniques. By incorporating customer success and retention into the sales enablement framework, B2B companies can create a more holistic approach to revenue growth.

Key Components of Effective Sales Enablement Tactics

To drive revenue growth through sales enablement, B2B organizations must focus on several key components:

1. Developing a Robust Sales Content Strategy

A well-crafted sales content strategy is crucial for empowering sales teams and effectively engaging prospects. According to research by Highspot, case studies are one of the most powerful tools in a sales enablement content strategy. They state,

“Case studies are a powerful tool and should be a part of your sales enablement content strategy. They allow sales reps to directly tie a problem with a solution and create more engaging conversations between reps and prospects.”

To create an effective sales content strategy:

• Develop a diverse range of content types, including case studies, whitepapers, and product demonstrations
• Ensure content is easily accessible and organized for sales teams
• Regularly update and optimize content based on performance metrics and feedback

2. Leveraging Sales Enablement Technology

Integrating the right technology is essential for streamlining sales processes and enhancing team performance. The Sales Enablement Collective emphasizes the importance of Customer Relationship Management (CRM) systems, stating,

“Customer Relationship Management (CRM) systems are tools designed for managing all of your company’s interactions with current and potential customers. The data stored within includes contact information, interactions, and more.”

Key considerations for leveraging sales enablement technology include:

• Implementing a robust CRM system to manage customer interactions and data
• Utilizing sales analytics tools to track performance and identify areas for improvement
• Adopting sales enablement platforms to centralize content and resources for sales teams

3. Implementing Effective Sales Training and Coaching Programs

Continuous training and coaching are crucial for developing high-performing sales teams. George Storm emphasizes the importance of soft skills in sales success:

“We put exponentially more emphasis on hard skills and not enough on soft skills, like curiosity, like like adaptability, like agility, mental agility, active listening, EQ, so emotional intelligence. These are skills that we rarely train our teams on.”

To create impactful sales training and coaching programs:

• Focus on developing both hard and soft skills
• Implement regular coaching sessions to provide personalized feedback and guidance
• Utilize role-playing exercises to practice real-world sales scenarios

4. Optimizing the Sales Process

A streamlined and efficient sales process is essential for driving revenue growth. The Sales Enablement Collective highlights the importance of the Command of the Sale methodology, stating,

“The Command of the Sale methodology is based on working back from what’s most important for the prospect, and helping your sellers improve deal velocity and predictability through aligning sales activities with complicated buying processes.”

To optimize the sales process:

• Map out the entire sales journey and identify areas for improvement
• Align sales activities with the buyer’s journey to create a more customer-centric approach
• Implement standardized processes and best practices across the sales organization

5. Enhancing Customer Success and Retention Strategies

As highlighted by George Storm, customer success and retention play a crucial role in driving revenue growth. He states,

“Expanding new customers was a lot more profitable than it was acquiring new logos. Also, it was a lot cheaper, as you said…. And CAC or customer acquisition cost is growing a lot across all industries nowadays with customers being a lot more skeptical, the sales cycles expanding, but also when it comes to nurturing and expanding customers.”

To enhance customer success and retention:

• Develop a comprehensive onboarding process for new customers
• Implement regular check-ins and reviews with existing customers
• Create upsell and cross-sell strategies to maximize customer lifetime value

Leveraging Data and Analytics in Sales Enablement

Data-driven decision-making is crucial for optimizing sales enablement tactics and driving revenue growth. By leveraging sales analytics and metrics, B2B organizations can gain valuable insights into team performance, customer behavior, and overall sales effectiveness.

George Storm emphasizes the importance of data in sales enablement:

“I would say that the first thing to do is to look at data. So you mentioned some points in the beginning of our discussion when it comes to looking at for instance, in our industry, in in SaaS, there is a metric that is a lot of companies measure, which is a CAC two LTV. So the customer acquisition cost versus, lifetime value.”

Key areas to focus on when leveraging data and analytics in sales enablement include:

1. Sales Performance Metrics

Tracking and analyzing sales performance metrics is essential for identifying areas of improvement and recognizing top performers. Some key metrics to monitor include:

• Conversion rates at each stage of the sales funnel
• Average deal size and sales cycle length
• Win rates and reasons for lost opportunities
• Individual and team quota attainment

By regularly reviewing these metrics, sales leaders can make data-driven decisions to optimize team performance and allocate resources effectively.

2. Customer Behavior Analysis

Understanding customer behavior is crucial for tailoring sales approaches and improving overall effectiveness. Analyze data points such as:

• Engagement with sales content and marketing materials
• Interaction history across various touchpoints
• Purchase patterns and preferences
• Customer feedback and satisfaction scores

This information can help sales teams personalize their approach and identify opportunities for upselling or cross-selling.

3. Sales Forecasting and Pipeline Management

Accurate sales forecasting is essential for resource allocation and strategic planning. Utilize data analytics to:

• Predict future sales based on historical data and current pipeline
• Identify potential bottlenecks in the sales process
• Assess the health of the sales pipeline and prioritize opportunities

By improving forecasting accuracy, B2B organizations can make more informed decisions and allocate resources more effectively.

4. Content Performance Analysis

Measuring the effectiveness of sales enablement content is crucial for optimizing the content strategy. Track metrics such as:

• Content usage by sales reps
• Content engagement rates with prospects
• Impact of specific content pieces on deal progression and closure

This data can inform content creation and optimization efforts, ensuring that sales teams have access to the most effective materials.

Implementing Neuro-Linguistic Programming (NLP) Techniques in Sales Enablement

Incorporating Neuro-Linguistic Programming (NLP) techniques into sales enablement strategies can significantly enhance communication and persuasion skills. According to Quenza,

“NLP provides various language patterns and techniques that can enhance persuasive communication. By utilizing techniques like embedded commands, presuppositions, and metaphors, sales professionals can influence customer decision-making and overcome objections.”

Key NLP techniques to incorporate into sales enablement tactics include:

1. Building Rapport through Mirroring and Matching

Establishing a strong connection with prospects is crucial for successful sales interactions. NLP techniques for building rapport include:

• Mirroring body language and vocal patterns
• Matching communication styles and preferences
• Using language that resonates with the prospect’s values and beliefs

By implementing these techniques, sales professionals can create a sense of familiarity and trust with potential customers.

2. Reframing Objections

NLP offers powerful techniques for reframing objections and shifting customer perspectives. Quenza states,

“NLP offers reframing techniques that help salespeople reframe objections as opportunities or challenges. By reframing objections, sales professionals can shift the customer’s perspective and address their concerns effectively.”

To effectively reframe objections:

• Listen actively to understand the underlying concern
• Acknowledge the prospect’s perspective
• Present alternative viewpoints or solutions that address the concern

3. Using Persuasive Language Patterns

Incorporating specific language patterns can enhance the persuasiveness of sales communications. Some effective NLP language patterns include:

• Embedded commands: Subtly directing the prospect’s thoughts or actions
• Presuppositions: Assuming agreement or acceptance to guide the conversation
• Future pacing: Helping the prospect visualize positive outcomes

By mastering these language patterns, sales professionals can communicate more effectively and influence customer decision-making.

4. Leveraging Metaphors and Analogies

Using metaphors and analogies can simplify complex concepts and make them more relatable to prospects. As BreakCold states,

“Using analogies is a powerful NLP sales technique that helps simplify complex concepts and make them more relatable to customers. For example, a sales professional selling cloud computing solutions could use the analogy of a virtual storage locker, illustrating how the cloud securely stores and organizes data just like a physical locker.”

To effectively use metaphors and analogies:

• Choose comparisons that are familiar to the prospect
• Ensure the analogy accurately represents the product or service
• Use vivid imagery to make the comparison memorable

Optimizing Multi-Channel Prospecting in Sales Enablement

Effective multi-channel prospecting is crucial for reaching and engaging potential customers in today’s digital landscape. The Sales Enablement Collective defines multi-channel prospecting as “making contact with leads across a number of different channels, including email, phone, and social media, rather than relying on just one of those options.”

To optimize multi-channel prospecting as part of your sales enablement tactics:

1. Develop a Cohesive Omnichannel Strategy

Create a unified approach across all communication channels to ensure consistent messaging and a seamless customer experience. This includes:

• Aligning messaging across email, phone, social media, and in-person interactions
• Ensuring smooth transitions between channels during the sales process
• Maintaining a consistent brand voice and value proposition across all touchpoints

2. Leverage Social Selling Techniques

Incorporate social selling into your multi-channel prospecting strategy. The Sales Enablement Collective describes social selling as:

“building relationships with prospects through social media, and building a lead generation strategy around having your sales reps directly interact with prospects through social platforms such as LinkedIn.”

Key social selling tactics include:

• Regularly sharing valuable content on social platforms
• Engaging with prospects’ posts and updates
• Utilizing LinkedIn Sales Navigator for targeted prospecting

3. Personalize Outreach Across Channels

Tailor your communication to each prospect’s preferences and behavior. This may involve:

• Using data analytics to determine the most effective channels for each prospect
• Customizing content and messaging based on the prospect’s industry, role, and pain points
• Timing outreach based on the prospect’s engagement patterns

4. Implement Automated Sequences

Utilize sales enablement technology to create automated, multi-touch sequences across various channels. This can help:

• Ensure consistent follow-up with prospects
• Scale personalized outreach efforts
• Track engagement and adjust strategies based on performance data

Enhancing Sales Team Performance through Continuous Improvement

Driving revenue growth through sales enablement requires a commitment to continuous improvement and adaptation. George Storm emphasizes the importance of curiosity and creativity in sales success:

“My top takeaway or what I would like to leave people with is to continue being curious. And if they don’t feel that they have the motivation to do that, there is they can build routines around it that will give them a lot of results. And the last one was the point that I just made about looking at a bit more unconventional technique. Use your creativity to enhance your process besides what, you have put together to scale your organization.”

To foster a culture of continuous improvement in your sales organization:

1. Encourage Experimentation and Innovation

Create an environment where sales professionals can try new approaches and share their insights. This can include:

• Implementing an idea-sharing platform for sales tactics and strategies
• Recognizing and rewarding innovative approaches that drive results
• Allocating time for sales reps to explore new techniques and tools

2. Implement Regular Performance Reviews and Feedback Sessions

Establish a structured process for reviewing individual and team performance, providing constructive feedback, and setting improvement goals. This should include:

• Regular one-on-one coaching sessions between sales managers and reps
• Team-wide performance reviews to identify trends and share best practices
• Peer-to-peer feedback sessions to encourage knowledge sharing

3. Invest in Ongoing Skill Development

Prioritize continuous learning and skill development for your sales team. George Storm suggests:

“We had started in circles in my team. First of all, we invested in so we bought we consumed a lot of commercial or sales literature. So we read a lot of books together, which we then had sessions to discuss, as an example. And not only specifically on the job, but also on, let’s say, adjacent topics.”

Implement ongoing training initiatives such as:

• Regular workshops on industry trends and emerging sales techniques
• Cross-functional training to enhance understanding of different business areas
• Encouraging participation in industry conferences and events

4. Leverage Technology for Performance Tracking and Improvement

Utilize sales enablement technology to track performance metrics and identify areas for improvement. This can include:

• Implementing sales analytics dashboards for real-time performance monitoring
• Using AI-powered tools to provide personalized coaching recommendations
• Leveraging call recording and analysis software to improve sales conversations

Conclusion: Driving B2B Revenue Growth through Comprehensive Sales Enablement

Effective sales enablement tactics are crucial for driving revenue growth in B2B organizations. Companies can create a robust sales enablement framework that empowers their teams and drives results by focusing on key areas such as content strategy, technology integration, training and coaching, process optimization, and data-driven decision-making.

As George Storm emphasizes, the key to success lies in continuous curiosity, creativity, and adaptation: “Be curious and be creative.” By fostering a culture of ongoing improvement and leveraging innovative techniques such as NLP and multi-channel prospecting, B2B organizations can stay ahead of the curve and achieve sustainable revenue growth in today’s competitive business landscape.

Remember that sales enablement is not a one-time implementation but an ongoing refinement and optimization process. By consistently evaluating and improving your sales enablement tactics, you can ensure that your B2B organization remains competitive and continues to drive revenue growth well into the future.

Some areas we explore in this episode include:

• George Storm’s career background and transition to founding Break the Box.
• The main issue Break the Box aims to solve: revenue acceleration.
• The emphasis on customer acquisition versus nurturing existing relationships in sales.
• George Storm’s personal areas of strength, such as curiosity and adaptability.
• The importance of soft skills like emotional intelligence in sales.
• The role of data in creating customer experiences and being data-driven versus creative.
• The potential of podcasts as lead magnets and their role in personal branding.
• Integrating AI in sales for data enrichment and improving sales conversations.
• The significance of being authentic and maintaining a conversational tone in sales communication.
• Building a sales and revenue strategy focused on customer success and retention.
• And much, much more…

Listen to the episode.

Related links and resources

Connect with George Storm

• LinkedIn

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