How can R&D sales enablement align with your sales process?

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R&D sales enablement is the process of providing your sales team with the resources, tools, and insights they need to sell effectively to research and development (R&D) buyers. R&D buyers are typically looking for innovative solutions that can help them solve complex problems, improve efficiency, or create new value. However, selling to R&D buyers can be challenging, as they often have specific requirements, long decision cycles, and multiple stakeholders involved. Therefore, aligning your R&D sales enablement with your sales process is crucial to ensure that you can deliver the right message, at the right time, to the right buyer. Here are some tips on how to do that.

本文章的要点总结

Tailor your pitch:

Understanding the unique needs of various stakeholders in the R&D buying process helps create targeted pitches. For non-technical decision-makers, simplify the solution's benefits. For technical experts, emphasize technical capabilities and credentials.
Methodical sales training:

Implement a structured sales methodology, like DECOLAR (Master your product, Empower yourself, Know your customer, Offer benefits, Clear objections, Act and Relate), to consistently replicate successful sales across your team.

本摘要由 AI 和以下专家提供支持

Yannick CAVALIER

Architecte de solutions commerciales…
Felipe Pinto

Estrategista Multissetorial: Liderando…

1 Understand your buyer persona

The first step to align your R&D sales enablement with your sales process is to understand who your ideal R&D buyer is, what their pain points are, and what their goals are. You can use tools like buyer persona templates, surveys, interviews, and social media to gather information about your target audience. By creating a detailed buyer persona, you can tailor your sales content, pitch, and follow-up to their specific needs and preferences.

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Yannick CAVALIER

Architecte de solutions commerciales, et artisan de leur réalisation. Directeur Commercial Opérationnel à Temps Partagé - Membre Associé KAIROS Groupe - Chef d'Entreprise
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Il y a souvent deux buyers dans un projet R&D, celui qui finance (marketing, DG) et celui qui est opérateur (ingénieur, technique) et la décision est souvent prise en bin?me pour valider budget et capacités techniques!

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2 Map your buyer journey

The next step is to map your buyer journey, which is the process that your R&D buyer goes through from becoming aware of your solution, to evaluating it, to making a purchase decision. You can use tools like buyer journey maps, funnel stages, and CRM data to visualize and track your buyer journey. By mapping your buyer journey, you can identify the key touchpoints, challenges, and opportunities that your sales team needs to address at each stage.

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3 Create relevant content

The third step is to create relevant content that can educate, engage, and persuade your R&D buyer at each stage of their journey. You can use tools like content calendars, content types, and content formats to plan and produce your content. For example, you can create blog posts, white papers, case studies, webinars, and demos that showcase your solution's features, benefits, and outcomes. By creating relevant content, you can provide value, build trust, and generate interest among your R&D buyers.

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4 Train your sales team

The fourth step is to train your sales team on how to use your R&D sales enablement content and tools effectively. You can use tools like sales training programs, sales coaching, and sales feedback to improve your sales team's skills, knowledge, and performance. For example, you can train your sales team on how to communicate your value proposition, how to handle objections, how to ask for referrals, and how to close deals. By training your sales team, you can ensure that they can deliver a consistent and compelling sales experience to your R&D buyers.

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Felipe Pinto

Estrategista Multissetorial: Liderando Transforma??es na Gest?o Comercial, Consultoria e Marketing
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A maioria dos bons vendedores tem características pessoais semelhantes: pensamento rápido, alto grau de empatia, extrovers?o e comunicabilidade agu?ada. Contudo, ter um processo que seja capaz de proporcionar aos vendedores repetir o seu sucesso é indispensável. Nos meus mais de 20 anos de vendas, desenvolvi uma metodologia própria que auxilia nesse processo e cria um acr?nimo que auxilia a identificar e organizar as fases da vendas: DECOLAR (Domine seu produto, Empodere-se, Conhe?a seu cliente, Ofere?a os benefícios, Limpe as obje??es, Aja e Relacione-se). A partir daí é treinar até a execu??o otimizada.

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Moazzam Anwar

Sales And Marketing Manager at 3M Transportation & Electronics Business Group
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Sales enablement supports the sales team by building sales content, sharing best practices, and developing training. Often, the role also manages tools such as the content management system (CMS), customer relationship management (CRM) system. This will help to leverage the existing success in one area or with one customer.

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5 Measure your results

The fifth step is to measure your results and evaluate the impact of your R&D sales enablement on your sales process. You can use tools like sales metrics, sales reports, and sales analytics to track and analyze your sales performance. For example, you can measure your conversion rates, revenue growth, customer satisfaction, and customer retention. By measuring your results, you can identify what works, what doesn't, and what needs improvement in your R&D sales enablement strategy.

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6 Adjust and optimize

The final step is to adjust and optimize your R&D sales enablement based on your results and feedback. You can use tools like sales reviews, sales audits, and sales experiments to test and refine your sales process. For example, you can review your buyer persona, update your buyer journey, tweak your content, reinforce your training, and modify your metrics. By adjusting and optimizing your R&D sales enablement, you can ensure that it stays aligned with your sales process and your R&D buyer's needs.

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Yannick CAVALIER

Architecte de solutions commerciales, et artisan de leur réalisation. Directeur Commercial Opérationnel à Temps Partagé - Membre Associé KAIROS Groupe - Chef d'Entreprise
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De mon expérience, ce qui est capital dans la vente de R&D c'est de développer des supports qui permettent de s'adresser aux différents interlocuteurs : - Une offre de solutions ultra vulgarisée pour les décideurs non techniques ( mais qui souvent sont les demandeurs et financeurs) - Une offre de technologie, permettant de valider les capacités techniques, compétences et références pour se crédibiliser avec les interlocuteurs techniques/scientifiques. Parler technologie à un chef de produit marketing ne sert à rien, il attend juste le résultat, parler résultat à un ingénieur R&D ne permet pas de se crédibiliser...

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can R&D sales enablement align with your sales process?

1

2

3

4

5

6

7

1 Understand your buyer persona

2 Map your buyer journey

3 Create relevant content

4 Train your sales team

5 Measure your results

6 Adjust and optimize

7 Here’s what else to consider

Sales Prospecting

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How can R&D sales enablement align with your sales process?

1

2

3

4

5

6

7

1 Understand your buyer persona

2 Map your buyer journey

3 Create relevant content

4 Train your sales team

5 Measure your results

6 Adjust and optimize

7 Here’s what else to consider

Sales Prospecting

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感谢您的反馈

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