42. Sales in service of the buyer

In this episode of the "Thoughts on Selling" podcast, hosted by Lee Levitt, we dive into a rich conversation with Judy Sunblade, a seasoned expert in sales enablement. The discussion centers around the evolution of sales enablement into what is now more fittingly called revenue enablement.

This shift reflects a broader scope that includes all revenue streams, from direct sales to customer success and channel partner management.

Key Messaging:

• Revenue Enablement: We're talking about moving from traditional sales enablement to a more inclusive approach that considers all avenues of revenue. It's not just about sales anymore; it's about nurturing every channel through which revenue flows.
• Human Element in Sales: Even as technology, like AI, becomes integral to sales processes, the human connection stands out as irreplaceable. Today's conversation emphasizes empathy, understanding, and genuine connections as the bedrock of effective selling.
• Change in Seller Behavior: There's a big focus on changing seller behavior to better engage with customers. It’s about adapting to how modern buyers operate and ensuring that sales approaches resonate with these evolving behaviors.

Key Takeaways:

1. Empathy and Human Connection Matter: In a world saturated with technology, maintaining human connections and showing empathy towards customers remain crucial.
2. Adapt to Modern Buying Behaviors: Sales strategies need to evolve to align with modern buyers' preferences and behaviors. Understanding these changes is crucial for sales teams to stay effective.
3. Comprehensive Enablement: Enablement should go beyond traditional training. It needs to provide strategic support across all phases of the customer and revenue lifecycle to make sure every potential revenue stream is effectively tapped.
4. Active Listening and Customer Guidance: Sales professionals should focus on actively listening to truly understand and address customer needs. It’s about guiding customers through their decision-making processes rather than just pushing products.

We encourage listeners to think about these insights, discuss them with your teams, and consider ways to enhance your sales productivity based on these concepts.

This engaging dialogue with Judy Sunblade is a reminder of how dynamic the sales landscape is and the ongoing need for adaptation and a human-centric approach in this fast-evolving business environment.