Sales Enablement Content is written specifically to help sales teams close deals. It includes all the information your potential customer may need to make a decision about your product or service.
Hopefully everything is done in a way that is consistent with your brand, so everyone is saying the same thing on the same page.
This content type may include:
- Research & Analysis Content-
When you’re dealing with business customers, you want to make sure your sales team speaks their language. Most of this is the ability to understand and effectively communicate where a product or service is located throughout the industry’s system. Get a more informed outlook by providing market research that your sales team can market. These insights can give you an idea of how your products and services are helping them succeed in their industry-which is very important to your business outlook.
- Decks about Sales-
Sales collateral is a presentation that sales teams use to provide prospects with information about a company and its products. This is usually done in the form of a PowerPoint or Keynote presentation and is usually done in person. The idea is to give your team all the knowledge and gist they need when pitching to increase their chances of closing a deal.
Consistent messaging is important here. This is especially true for referral leads obtained through marketing efforts. When you have multiple salespeople making different presentations with different messages than what drove prospects into the sales funnel in the first place, the consolidation front immediately disappears out of the window.
- Persona Documents-
There’s no better way to close a deal than to build a relationship with a potential customer. That said, it’s not entirely realistic for a sales team to be personally best friends with every prospect they meet.
Personal documentation is useful here. One of the key benefits of personal documents is that they provide insight into the perspective of a typical client. Your sales team can better predict and provide the information you need to solve a problem or problem.
Similarly, personal documents allow sales teams to focus on areas that are most likely to lead to sales using customer data. For example, to convey specific data from a case study or to compare a product or service to that of a competitor.
- Scripts for Sales-
Scripting in your sales department can be considered an asset or a huge necessity. However, when approached correctly, they can be great content that drives sales.
Excellent sales scenarios are versatile and flexible. Instead of forcing your team to read each word, it’s better to use context or contextual points. This makes it more natural for the sales team to speak, and the script doesn’t actually sound like a script, so it’s easy to get confused.
Scripts should also incorporate messages from other types of marketing and sales content, including advertisements, website text, case studies, and sales presentations.
In fact, scripts can and should be the glue that connects all your content to support B2B sales.
- Case Studies for Sales-
Case Studies focus on the actual customer experience of your product or service, so to speak, directly from the horse’s mouth to present concrete and actual results.
The case study is an effective form of B2B promotional content because it allows prospects to stand in the position of real users. To be honest, prospects don’t want to hear subjective claims about how great your product or service is. You want to see the actual results. They want to know exactly which specific metrics are used to measure their profits and how they profit from other objective data points that inform their claims.