I don't like when sales enablement & sales managers complain that reps don't use the stuff they create

I don't like when sales enablement & sales managers complain that reps don't use the stuff they create.

"Reps don't use the new messaging."
"Reps aren't following the steps we outlined for them."
"Reps keep reverting back to what they were doing before."

Boo freakin' hoo. Look in the mirror.

99% of reps want to succeed. They want to do well at their job. They want to make more money.

If they thought your stuff would help them do it, they'd use it.

Here's why reps aren't using your stuff & how to fix it.

⛔️ You don't involve reps in the creation of the training content

Most training content & messaging is created in a silo. An exec who decides to take on a project. The marketing team. Or a pod of enablement managers.

The big piece missing? The reps.

If you have more than 10 reps, there are reps on the team modeling what good looks like. Those are your champions.

Co-create the content with their input. Help them help you get the team excited about what you're creating. And give them credit.

⛔️ You steal the show

Most enablement teams have little sales background. Or haven't sold or outbounded in nearly a decade.

Imagine learning to cold call from someone who hasn't made a cold call in 5 years.

BUT they are experts in process, documentation, and facilitation. Something that, frankly, reps & sales leaders suck at.

The best sales enablement teams aren't the stars of skill sessions.

They highlight and feature the best reps (and outside experts).

⛔️ You mistake knowing for doing

Playbooks are great. But it's only one part of the equation.

You need soft skills training, coaching, and reinforcement around REAL scenarios.

This means that surveys shouldn't be the primary tool for measuring competence.

Run practice sessions with reps. Help them get better at executing the tactics.

⛔️ You don't make it easy enough to implement

This one is big. I call it "eating complexity."

If you can remove a step for the rep, do it. Every. Single. One.

Let's say you're rolling out new persona-based messaging. You need to translate that into talk tracks and email copy.

Your enablement should get reps 80%+ of the way there.

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If reps aren't using the stuff you want them to, take ownership. And execute the steps above.

My very best clients at companies like Shopify, Gong, Rippling, Zoom, and more do this at a world-class level.

Agree or disagree?