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As a Sales enabler, you are constantly looking to get the attention of your sales, customer success, and inside sales teams. Knowing how they work and how they consume information can be key to getting your content consumed and retained. Frist, Let’s look at how sales reps spend their time.
How Sales Reps spend their time
Only 22% of the time is spent in selling while Administration, Travel, breaks, order processing, etc take about 70% of the time. Your sales teams dont really have time to sit in a place to be enabled. Anything that takes away from their current work seems time lost. No wonder your sales enablement content just isn’t being consumed.
So how can you engage sales reps ?
Let’s look at where and how your sales reps already consume content. If sales enablement is available through the same tools and times when sales reps consume content, you can increase the chances that they will consume your content. Currently, they need to go out of the way to engage with your content and that friction is enough for them to not bother.
Take a look at this,
5.4 hours: Average time spent on mobile phones daily [1]
63 times: Average number of time a mobile user checks their phone in a day [2]
2 hours and 24 minutes: Time spent on social media
This is not a surprise, we all know this, Yet it’s quite interesting when we look at hard numbers. Turns out your sales reps like most mobile users are spending a lot of their time on mobile devices. with 2.5 hrs spend daily consuming content on social media alone.
But wait a min what about Tablets ?
Over 90% of Millennials and GenXers own SmartPhones while only ~50% of them own a Tablet Device. When targeting users for Enablement remember they are most likely to be using a SmartPhone vs a Tablet. Your Enablement methods must consider this. Many Sales Enablement teams ignore this fact and later suffer for lack of adoption of their tools.
More than nine-in-ten Millennials (93% of those who turn ages 23 to 38 this year) own smartphones, compared with 90% of Gen Xers (those ages 39 to 54 this year), 68% of Baby Boomers (ages 55 to 73) and 40% of the Silent Generation (74 to 91), according to a new analysis of a Pew Research Center survey of U.S. adults conducted in early 2019.
Unlike with smartphones and social media, tablet ownership is now comparable across most generations. Today, 55% of Gen Xers, 53% of Millennials and 52% of Boomers say they own tablets. A smaller share of Silents (33%) report owning tablets.
https://www.pewresearch.org/fact-tank/2019/09/09/us-generations-technology-use/
(Source: ZD Net)
So Tablets are not cool. With only 50% of GenXers and Millennials owning tablets, a Tablet-based sales enablement solution creates a high level of friction leading to lost adoption. However this same age group owns and used smartphones over 93%, that’s your target deceive and that’s your battleground.
While there are lots of considerations on launching a mobile-based sales readiness solution. Remember the device is one part of the solution. Things like content quality for engagement, frequency, and other factors will play a role in adoption, consumption, and retention.
References
- Slick Text : https://www.slicktext.com/blog/2019/10/smartphone-addiction-statistics/
- Pew Research Center: https://www.pewresearch.org/internet/fact-sheet/mobile/
- Pew Reseaech Center: https://www.pewresearch.org/fact-tank/2019/09/09/us-generations-technology-use/
- https://genhq.com/how-obsessed-is-gen-z-with-mobile-technology/
👋 Hello, Welcome to a ✨ once-a-week-free-edition ✨ of our newsletter. Each week we explore relevant topics about Sales Enablement and Sales Readiness. Subscribe and stay on top of the latest trends