Sales enablement content is designed to help buyers make their purchasing decisions.
This specific type of content is essential for brands. In fact, Sales Enablement Collective found that over 30% of sales enablers expect that adapting seller behavior to buyer preferences is going to be a sales enablement trend.
You can help your brand close more deals.
What is Sales Enablement Content?
Sales enablement content is designed to help salespeople sell more effectively. It can include a wide range of materials, such as product demos, case studies, presentations, and proposals.
The goal of sales enablement content is to help salespeople engage with prospects and customers. The content aims to be relevant, informative, and persuasive. By giving salespeople with the right content, businesses can improve their processes and increase their overall sales performance.
Also, sales enablement content helps businesses build credibility with prospects and customers. By providing valuable information, businesses can demonstrate their expertise and help to build long-term relationships.
Examples of Sales Enablement Content
Here are a few examples of sales enablement content. Which ones will you try?
Product demos: A product demo is a presentation that shows the features of a product or service. Product demos are usually given to prospects or customers to help them understand how the product works and how it can benefit them.
Case studies: A case study is a detailed account of a specific project or situation that illustrates how a product or service was used to solve a problem or meet a need. Case studies are often used to demonstrate the real-world impact of a product or service.
Presentations: Presentations are typically used to communicate information or ideas to an audience. In sales, presentations can be used to introduce a product or service, outline its features and benefits, and address any objections or concerns that prospects may have.
Proposals: A proposal is a written document that outlines the terms and conditions of a potential business deal. In sales, proposals are often used to present a solution to a prospect’s problem or need, along with pricing and other details.
How Should Teams Organize Sales Enablement Content
There are a few key ways that teams can organize sales enablement content to ensure that it is easy to find and use.
Centralized repository: A shared drive, a cloud-based storage platform, or a specialized sales enablement platform works well. Having a single place where all sales enablement content is stored makes it easier for salespeople to find what they need and ensures that everyone is using the most up-to-date materials.
Clear labeling and tagging: It’s easier for salespeople to find the content they need and helps to ensure that they are using the right materials for each situation.
User permissions: Depending on the size of your team and the complexity of your sales enablement content, it may be helpful to set up user permissions to control who has access to which content. This ensures that salespeople are only accessing the materials that are relevant to them and their role.
Regular updates: Updates help to prevent salespeople from using outdated materials and ensures that they have the most accurate and relevant information to share with prospects and customers.
Tips to Level Up Your Sales Enablement Content
1. Start With an Internal Audit
To create high-value sales enablement content, thoroughly audit your current content. Chances are that not all your existing content will be useful in solving issues your potential customers or target audience are facing.
To filter out unsuitable content, work with your sales reps to determine the frequently asked questions in different phases of your consumer’s journey. Auditing also can save time and energy by revealing the highest impact content to update. You can identify new areas where you need to create content to improve your sales.
– Tasia Duske, CEO, Museum Hack
2. Let Your Sales Team Lead the Way
You can have your best strategic marketing specialist develop sales content, but for materials that will truly sell, your sales reps should dictate direction. For sales pitches, nobody understands what prospects require to close deals better than those on the front lines.
By tapping into insights and perspectives from your sales team, marketing and creative teams can then create a strategy with a goal. That way, you develop a strategy on first-hand knowledge, rather than just guessing what will work best.
– Greg Gillman, Chief Revenue Officer, MuteSix
3. Focus On Solutions, Not Products
Too often, salespeople rely on product content that focuses on the features and benefits of a particular product or service. However, potential customers are more interested in what it can do for them—how it can solve their specific problems.
Instead of writing about the features of your product, try focusing on the needs and challenges of your target market and how your product or service can address those needs.
Paint a picture for potential customers of what their life would be like if they solved their problem with your product or service. That kind of content will really capture their attention and help your sales team close more deals.
– Gosia Hytry, Head of Content, Spacelift
4. Build Credibility With Unique Data
Provide information that isn’t readily available anywhere else. Try a combination of data and statistics that have never been released before or provide a fresh perspective on an old topic.
It can be something that is so specific to your company or industry. This tactic builds credibility with your audience and helps them realize that you’re not just a salesperson. Instead, you’re a subject matter expert who is providing value.
– Arkadiusz Terpilowski, Head of Growth & Co-Founder, Primetric
Let’s take a brief break to learn the most effective types of sales enablement content.
5. Create Short Content
Long one-pagers or videos are valuable for explaining complex topics, but sales reps can’t easily pick out the information they need. Instead, organize your resources into short, searchable chunks.
Whether it’s customer proof points, discovery questions, competitive talking points, or common objections, a rep can pull up the right information in a matter of seconds. Then, they can immediately share the information directly with the customer.
– Peter Zawistowicz, Head of Marketing, Pace
6. Create Social Proof With the Customer Voice
No one understands your audience better than your customers (and partners). Use the customer’s voice as much as possible in your sales enablement content.
Your buyers trust their peers, not sales reps or marketers, so using the customer voice in your content will help build social proof that encourages them to buy. You can incorporate reviews or quotes into your sales enablement content or simply share stories from real customers.
– Joe Kevens, Founder & Director of Demand Gen, B2B SaaS Reviews
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