The New Science of S.T.E.M – Sales Technology Enablement Management

The New Science of Sales Technology Enablement Management (S.T.E.M)

Sales technology has become increasingly popular over the last few decades, and it continues to be one of the best ways to help salespeople meet their goals. Without a doubt, sales is becoming more technology-driven as more companies are beginning to invest and incorporate the new science of S.T.E.M or Sales Technology Engagement Management into their sales teams.

Sales reps are usually expected to sell more and sell faster, which means they have to take advantage of these technological shifts. Many salespeople feel that their sales process is disrupted because they’ve had to change how they engage with customers, coworkers, and prospects. However, the new science of sales technology enablement management (S.T.E.M) allows salespeople to work smarter and efficiently by arming sales reps with technological tools to smoothly navigate each phase of the sales process. Understanding S.T.E.M and how it can work for sales teams is critical to enhancing the productivity of your sales force.

Related Reading: What Digital Selling Skills Do Sales People Need To Be Successful?


Why S.T.E.M Is Essential

Sales Technology Enablement Management is a necessity now because technology isn’t slowing down or going away. The way companies keep up with sales technology impacts the way sales teams work together and how they interact with customers. Learning how to master the new science of S.T.E.M is critical to the success of sales teams.

 

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For the most part, sales reps want to learn the new technology and use it because they know it can help them work smarter. The demand for sales representatives with S.T.E.M skills has been more important now more than ever due to the ever-increasing amount of information that is available to both buyers and sellers. The new science of S.T.E.M. has changed the selling landscape tremendously by allowing access to data and insights that were not as accessible before. This access to data has leveled the playing field for sellers and buyers alike.

Related Reading: A Three-Step Process to Digitally Transform Your Sales Team

 


Finding Solutions with S.T.E.M

Getting real or quantifiable results are based on science. Sales Technology Enablement Management means that you have a plan in place and a strategy that works. You must ask plenty of questions. Sales reps must determine what their target audience is and what they need. You also have to research everything, determine a hypothesis and then test the hypothesis.

During the testing phase, you should gather appropriate information and analyze the data to determine the outcome. Talk with others in the firm about your results and determine if that is a viable solution. If you think it could be better, you’re more than welcome to research a little more, create a new hypothesis, and test it, as well. Continue with the process until you find something that works for you and your team. In some cases, it may require a few tweaks to the overall strategy, or you may have to change everything completely.

 

S.T.E.M and The Evolution of Sales Teams

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The new science of S.T.E.M. is critical to improving modern sales teams and their sales strategies. New S.T.E.M technology supports sales teams by allowing them to utilize technology that can enhance sales productivity and analytic skills. While traditional selling practices should not be abandoned, implementing S.T.E.M. best practices with sales training shows great promise for enhancing productivity and overall performance of sales teams.


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Sales Offense Vs. Sales Defense

When your sales reps head out on the well beaten B2B path what is the message they are taking with them? Are they there to make a name for themselves, or are they helping to keep a well established business at the top? Part of any marketing strategy involves the overall approach your team is taking. Are they on the offense or are they proud defenders? Knowing this can help you determine if they need sales skills training or one-on-one sales coaching.

Offensive Sales

Offensive selling usually a stance taken by newcomers. It means you need to establish yourself in an aggressive market and the best way to do so is to come out guns blazing. In this case the offensive sales team has to know their stuff and much of that information needs to be details about your competitors. Your team will have to try to knock the competition off their pedestal and set themselves up as the best product/service available. They need to build a reputation as bigger, better, faster, smarter and stronger.

Offensive selling also requires deep knowledge of your own product or service inside and out. This will show prospects that your team does have the expertise to deliver on their promise. Offensive sales reps also seek out vulnerabilities of their competition. This gives them a competitive edge and allows them to balance their competitions weaknesses with their own strengths. Comparing apples to apples works well in the offensive marketing strategy. This separate your product from the crowded market and makes room to solve the problems your competitors may unknowingly be causing for their clients.

Defensive Sales

Defensive selling is all about service and is most effective with a well known and well established company. It often takes place after offensive marketing has been deployed. This allows the established company to defend their position as an industry leader. The defensive marketing/sales approach uses your experience and years of tried and true service to impress new clients and hold on to old ones. Sales reps have confidence in your product/service because you have a reputable history to stand behind. In the defensive marketing/sales strategy, it is actually more important to deliver on the promise following the sale than it is deliver a good sales pitch. Following through on your delivery in a timely and orderly manner will guarantee customer satisfaction. The products will sell themselves with minimal outreach, through reputation and referrals. This means your service and inside sales team always needs to go above and beyond to keep the competition at bay.

Consider working with a one-on-one sales coach or engaging your team in sales skills training. One on one sales coaching will work wonders for offensive sales. Your sales rep will know what they are selling inside and out after working with a professional sales coach.

Sales skills training will work best to improve your defensive sales. Your entire team will go through a sales skills audit and brought together to help them deliver a consistently great product/service.