Have you ever wondered why so many sales enablement programs fail to gain traction? The answer might be simpler than you think. As Jared Balzer, an experienced Sales Enablement Leader, shared during SellMeThisPen podcast:
successful enablement starts with proper discovery. Without it, you're building programs that no one wants, creating resistance instead of results.
In this article, we will analyze why discovery is the foundation of effective sales enablement and break down the seven crucial steps to get your sales team's buy-in from day one.
Picture this: You've spent weeks crafting what you believe is the perfect sales enablement program. You've drawn from your past experiences, incorporated best practices, and are confident it will transform your team's performance. Then reality hits – adoption is low, managers seem disinterested, and the impact is minimal.
According to Jared Balzer, skipping proper discovery is like building a house without checking the foundation. Without understanding what your team actually needs, your enablement efforts are doomed before they begin.
Here's why discovery matters:
So how do you avoid these pitfalls and create enablement programs that truly drive results? Let's dive into Jared's seven-step framework.
Too many enablement professionals make the mistake of creating programs in isolation, only to wonder why they face resistance during implementation.
Jared emphasizes the importance of involving everyone in the discovery process:
Creating an enablement program isn't a solo journey – it's a collaborative process. Once you have initial drafts based on your discovery, it's time to bring stakeholders back into the conversation.
Jared recommends sharing early drafts with key stakeholders and collecting detailed feedback from all teams. Don't forget to bring in subject matter experts to validate approaches and allow stakeholders to shape the final solution.
"Show them you're not just here to imprint what you've learned in the past," advises Balzer.
This approach demonstrates that you're building solutions with them, not for them – a subtle but crucial distinction that dramatically increases buy-in.
The way you implement your enablement program can make or break its success. Even the best-designed initiatives can fail if rolled out poorly.
Jared's smart implementation approach includes:
Showcasing real internal successes instead of theoretical benefits
Letting managers keep their voice and adapt materials to their style
Focusing on process over scripts to allow for authentic conversations
Building on what already works rather than starting from scratch
By respecting existing processes and highlighting internal successes, you position your enablement program as an evolution rather than a revolution – making it far easier for teams to embrace.
Enablement is never "one and done." To create sustained impact, you need regular feedback from everyone involved. Jared recommends establishing consistent meetings with stakeholders to understand:
These feedback loops not only improve your enablement efforts but also reinforce stakeholder investment in the program's success.
Learning from each rollout helps you improve future initiatives. After-action reports provide a structured way to capture these lessons.
These reports should analyze:
Theys also demonstrate your commitment to excellence and accountability – qualities that build credibility with sales leaders.
Nothing breeds resistance like surprises. To maintain trust and buy-in, transparency is essential. Jared recommends sharing visibility into:
This open communication approach keeps stakeholders engaged and gives them opportunities to provide input before decisions are finalized.
The final step in Jared's framework focuses on measurement and accountability. As his former colleague Sebastian Stryker wisely noted: "If it's measurable, it's improvable."
Creating dashboards that track key metrics allows you to:
These measurements provide objective evidence of your enablement program's impact, helping you secure continued support from leadership and demonstrate clear ROI.
While following the seven steps significantly increases your chances of success, it's equally important to recognize warning signs that an enablement program might be heading toward failure.
Jared identifies four major red flags:
By staying vigilant for these warning signs, you can course-correct before resistance becomes entrenched.
Successful sales enablement isn't about having the perfect materials or the most innovative technology. At its core, it's about people – understanding their needs, involving them in solutions, and supporting them through change.
Jared's seven-step framework provides a comprehensive approach to achieving this human-centered enablement:
In this episode of SellMeThisPen Podcast, Michael and Jared discuss the critical importance of discovery in sales enablement and dive deep into the seven crucial steps to get sales team buy-in from day one. They explore common mistakes that lead to failed enablement initiatives and share practical strategies for creating programs that drive real results.
Jared Balzer is an experienced Sales Enablement Leader who has worked with companies like Grubhub and Inspectorio. With experience as both an individual contributor and enabler, Jared brings a unique perspective on building enablement programs that truly resonate with sales teams and drive measurable improvement.
