Sales enablement is the process of providing your sales teams with the content and information they need to sell effectively. As the old joke has it, the best sales people can sell hay to farmers and wood to lumberjacks, but the more information they have about prospects and products, the more efficiently they can sell.
In this article, we’ll take a look at some of the most important types of sales enablement assets and how they can be used to empower sales professionals.
Buyer Persona Breakdowns
A buyer or marketing persona is a fictionalized representation of a subset of your customers. Personas are based on data about your customers and marketing research. They help sales and marketing teams to more accurately target buyers.
Sales personas typically include details such as title, level of education and other demographic details. Challenges and obstacles likely to occur when selling to individuals who match the persona, and typical blockers and points of resistance are also outlined.
The purpose of personas is to give sales staff an insight into who they are selling to and a starting point for negotiation. Every prospect is unique, but there are often commonalities that can be leveraged to increase the efficiency of sales calls and meetings.
Product Sales Sheets
Product sales sheets provide all the information that the sales team needs to sell a specific product. They are the first piece of content that sales people turn to, and so they must provide in-depth details about the product and the answers to common questions.
For companies with a large range of differentiated products, it’s even more important that sales people have access to a summary that breaks down features and benefits in a way that is easy to understand.
Product sales sheets may contain information which is not intended to be given to prospects, such as product limitations or pricing and sales strategies.
Overview sheets are similar to product information sheets, but they are intended to be given to prospects. Product sheets don’t go into exhaustive detail about the technical details of products (that’s what datasheets are for), but they provide more information about features and benefits than standard sales or web copy.
Overview sheets should be tailored to sales personas, highlighting information that is likely to be relevant to specific prospects.
Sales Pitch Decks
Sales decks are the Crown Jewels of sales enablement content, and are often one of the most influential factors in making a sale. Their role is to provide a concise and compelling narrative that leads prospects from the description of a problem to the solution represented by your product.
A pitch deck should focus on the specific needs of the prospect, detailing the solution you are offering to their problems. Great pitch decks combine design excellence with irresistible storytelling that positions the seller’s product as the key to resolving the buyer’s predicament, improving their life, or facilitating their goals.
If you want to learn more about crafting the perfect pitch deck, check out this article on The Five Qualities Of Effective Pitch Decks.
“Why is your product better than product X from your competitor?” Sales professionals hear this question every day, and they need to be able to give a good answer. Competitor information pages break down the differences between the seller’s products and those of their competitors, highlighting advantages and providing answers to common questions around pricing, features, and other relevant details.
Sales enablement is all about giving sales teams the content they need to sell effectively. To find out how Quicksilver can take your sales enablement content and processes to the next level, get in touch today.