Manufacturers Solutions

Channel Sales Enablement

Enable The Partners in Your Distribution Network to Sell More. Then, Watch Revenue Soar.

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What is Sales Enablement?


Sales enablement is the process, content, and technologies used to empower sales teams with a more effective sales process. Ultimately, the goal of sales enablement is to bring marketing and sales teams together for a more effective process that works with modern buyers.

In an indirect distribution network, such as in building materials manufacturing, sales enablement is the process, content, and technologies used to empower the manufacturer’s distribution partners to sell more effectively. Instead of aligning internal teams like in traditional sales enablement, indirect distribution enablement is about aligning partners and manufacturers. In this process, the manufacturer are responsible for the development, training, and implementation of a sales enablement strategy in their network, but they’ll need the input from their distributors and contractors about what is and isn’t working well.

Why You Need Sales Enablement As a Building Materials Manufacturer

By the time the end users of your products reach out to you or your indirect sales partners, they already know who you are. This was not always the case, but nowadays the modern buyer is looking online for information, products, and reviews. Customers no longer start their journey with the salesperson—they start with their laptop or smartphone. When they do get to a salesperson, they want that person to know what they already know.
How to Approach Channel Sales Enablement
Sales enablement is the answer to helping salespeople know what the buyer already knows and then personalize their sales conversations to act upon the opportunities marketing presents to them. It is a way to connect distributor sales reps with leads who show interest and who are most likely to close. What does this mean?
  • Less time spent following up with poor fit leads
  • Personalized conversations based on marketing content the lead has engaged with
  • Stronger partner relationships by handing off more leads who are more likely to close
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Getting Started with Sales Enablement

One of the big catches with sales enablement for manufacturers who sell primarily through a distribution network is that your partners don’t have the same restrictions as internal employees. If they don’t find something useful or worth their time—they don’t have to do it. Building materials manufacturers will need to position sales enablement in a way that shows how it’ll help distributors and highlight the benefits.

Step One: Create a Revenue Goal
Step Two: Develop a Lead Qualification Framework
Step Three: Create Resources
Step Four: Communicate Program

Sales Enablement Strategies for Distribution Networks

Documented Sales Process

A detailed, documented sales process helps enable distributors by showing them what the sales cycle looks like and what you’ve determined lead actions to mean. This helps distributors work with your leads and intervene with the right information at the right time.

Co-branded & Personalized Content

Not all distributors have the resources for high-quality content. Co-branded sales assets, like product guides and case studies, helps them build trust with their leads by offering expertly designed and excellent content.

Sales Playbooks

Playbooks are roadmaps that include the sales process, buyer personas, customer journey maps, call scripts, email templates, and relevant content offers for each buyer’s journey stage. They help guide distributors through the sales process with an effective, proven strategy.

Sales Enablement Content for Distribution Networks

Jump point: #form

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Tell us more about what is holding your sales team back. What gaps exist in your internal and channel sales processes?