Have you ever wondered why your sales team can’t seem to close a deal in a short time? Maybe you’re struggling to figure out how you can leverage your top-performing salespeople to share their skills, knowledge, and expertise with younger members of the team to help them boost sales.

Whatever your sales-related dilemma, the solution may be as simple as implementing a better sales enablement communication system. If you’re interested in finding out more about the impact of sales enablement and how to optimize sales enablement communication, keep reading.

Definition and benefits of sales enablement\

Sales enablement is the ongoing process of using things such as training, coaching, and tech tools to empower individual sales reps—from initial onboarding all the way to their first successful sale. 

As you can imagine, there are plenty of benefits associated with a solid sales enablement strategy. Let’s take a look at some of them.

Ensure alignment

First of all, sales enablement helps to make sure that everything within your organization is fully aligned. We’re not just talking about the obvious sales and marketing alignment. We’re talking about ensuring that each individual team and department that could potentially interact with your salespeople should be aligned with them.

For example, think about finance, product development, and customer support. All these areas can prove crucial for your company’s sales success, which is why they must be aligned—and sales enablement allows you to do that.

Promote consistency

What happens when all the departments of an organization are on the same page, ready and equipped to work toward the same business goals? It fosters consistency, which, in turn, strengthens the company’s position in the market—both in front of its customers and against its competitors.

With sales enablement, sales reps and professionals from all areas of the entire company essentially speak one language—the company’s language—across all channels and communications, ensuring the message remains coherent, cohesive, and consistent.

Boost efficiency and productivity

The third most important advantage of having a proper sales enablement strategy in place is all about efficiency and productivity.

Once you’ve aligned your entire organization and ensured full consistency, the natural consequence is a better-equipped, more committed sales team that knows exactly what to do, how to do it, and when to do it—and who consistently does it well.

The importance of communication in sales enablement

Let’s now zoom in on the role of communication in sales enablement: what are its benefits, and why is it such a crucial element to any effective sales enablement program?

Promote knowledge sharing and transfer

It would be incorrect to state that sales enablement is mostly about good sales training and coaching. In fact, it’s the ongoing sharing and transfer of knowledge that’s crucial, as that’s the best way to keep your salespeople on top of everything—from product updates to market and competitor insights, from best practices to industry trends and challenges.

Enhance collaboration

With no communication, there simply would be no collaboration. And, ultimately, a lack of collaboration can prove fatal to a sales department. 

Whether you want your best personal-selling rep (read this if you’re wondering, “What is personal selling?”) to share their tips and tricks or are more interested in keeping younger team members up-to-speed with the latest sales guidelines, collaboration is key—and only communication can drive it.

Uncover actionable customer insights

A seemingly ordinary communication tool like your VoIP phone service plays a much more crucial function in sales than simply interacting with customers. This powerful tool can, in fact, also reveal vital insights into your customers. Keep uncovering these golden nuggets of information, share them with the team, and take action accordingly.

Optimize sales enablement communication in five steps

Here’s how to ensure that your sales enablement communication program takes your sales from sluggish to soaring:

1. Assess your current sales team’s needs

To kick off your sales enablement communication strategy, it’s paramount that you gather some information from your sales team. You’ll want to ask them questions such as:

  • What are the main challenges that you face throughout the entire sales process?
  • What do you think would make things easier for you and your colleagues?
  • Do you think a specific tech tool could be helpful in improving your sales record?
  • Are the company’s current sales best practices and guidelines clear and easy to access?
  • Which specific resources do you feel would be most helpful?
  • Is there any other kind of support that you’d like to receive on a regular basis, like training, coaching, or mentoring?

Knowing the answers to these—and, potentially, more—questions will enable you to set goals and priorities as well as identify gaps, weaknesses, and other areas for improvement within your sales process and team.

2. Set clear goals and priorities

Speaking of goals and priorities, this is the time to identify them. Follow the well-known and effective SMART goal-setting framework, which encourages you to set objectives that are specific, measurable, achievable, relevant, and time-bound. 

Next, look through your list of goals and identify the most urgent and important ones—these are going to be your priorities. If you’ve identified something like “Provide the younger reps with clearer and more easily accessible guidance on how to conduct a sale through our CCaaS,” this should be the main thing you focus on first.

3. Select the best tech tools

When it comes to a strong sales team, there’s no doubt that it’s the people who truly make a difference. Committed, experienced, and driven reps can take your sales from 0 to 100 almost effortlessly.

However, these people also need to be equipped with best-in-class sales enablement technology in order to do their job to the best of their abilities. So, if you want your sales enablement program to be an all-round success, you’ll need a robust, reliable, and up-to-date tech stack that includes:

  • A sales automation tool to automate manual and/or repetitive tasks (sending emails, scheduling meetings, and so on).
  • A customer relationship management (CRM) platform, to keep track of all interactions that customer-facing teams have with your customers, manage your sales pipeline, and analyze customer data.
  • A communication solution, such as a team chat, softphone, or video conferencing platform to enable reps to interact, stay connected, and share tips and information at the touch of a button.

4. Create and share a sales playbook

If you don’t have a sales playbook yet, it’s definitely time to put one together, as this is one of the most fundamental tools for sales success. Essentially, a sales playbook contains all the best practices and guidelines that your reps should follow at the various stages of the sales process.

These are some of the most-covered topics in sales playbooks:

  • How to prospect effectively
  • How to engage with leads and potential customers and how to turn leads into customers
  • How to use a sales script when interacting with a prospect
  • How to get a deal to move forward
  • How to respond quickly and confidently to common objections and/or pushbacks
  • How to master different sales and customer scenarios 
  • How to close deals efficiently

Once your playbook is ready, make sure you communicate it to your sales team and store it in a secure yet easily accessible place, always ready to be consulted whenever the need arises.

5. Launch your strategy and keep monitoring its performance

Your high-impact sales enablement strategy should now be ready. Once again, clear and transparent communication is paramount. You can follow the steps below to ensure that nothing slips through the cracks and your sales enablement efforts don’t go to waste at this critical moment:

  • Make sure that you let everyone know about your strategy. Whether you tell your team in person or use cloud communications tools to inform your remote reps, the point is that you should share your strategy ASAP.
  • Define the strategy’s main goals and priorities, such as training younger reps, boosting sales conversions, or improving productivity.
  • Include all the new tools and resources that your team will use, and discuss how they work and any new processes they may need to follow.
  • Offer targeted continuous training, coaching, and mentoring.
  • Ensure that all the new tools and resources that form part of your strategy can be found, accessed, and leveraged easily by every relevant team member. Having a shiny new sales dialer is all well and good, but it won’t serve its purpose unless you provide your reps with digestible instructions on how to make the most of it.

Now that you’ve implemented your sales enablement program, you’ll need to keep monitoring it to work out whether or not it’s performing as well as it should. Keep track of KPIs such as conversion rates, customer satisfaction scores, and average deal size. 

Over time, you should get a clearer and more accurate picture of how your sales enablement strategy is doing and take proactive measures to plug any gaps, improve any weaknesses, and generally boost the plan.

Key takeaways

Sales enablement communication is vital to cut sales cycles, boost sales success, and even keep your salespeople motivated and committed to doing a great job. Use the tips in our guide to optimize your sales enablement communication program, and you’ll soon achieve great results with the help of sales enablement software.

FAQs

Who handles sales enablement?

Typically, sales enablement is handled by a range of people in different roles, including a sales manager, coaching leaders, sales leaders, and junior sales reps. Bigger organizations may also have a dedicated sales enablement team with a sales enablement manager, but that’s not required if your budget or resources don’t stretch that far.

What tools do you need for sales enablement?

A solid tech stack can help take your sales enablement program to the next level. Consider incorporating sales enablement tools, such as a sales enablement platform, a call coaching solution, a learning management tool, and, of course, solid CRM software.

How can RingCentral help?

Our cloud-based solutions are geared toward helping professionals like salespeople make the most of their skills and resources by sharing knowledge, communicating seamlessly, and successfully closing deals.

Originally published Jun 05, 2025