8 Types of High-Value Sales Enablement Content
Digital Marketing Specialist at SalesboxAI
Businesses are always looking for new ways to cope up with today’s sales challenges. Increasingly, they see sales enablement as a long-term solution. In theory, any piece of content can aid in sales enablement, however, when it’s time to make a sale, certain content types hold more weight.
When you progress down the funnel, that type of content becomes technical and highly specific. It focuses on you by design, explaining what problem your offering solves. Marketers assume that enablement content has to be some dry sales pitch, but in fact, it should not be overly promotional.
We put together this blog to paint a clear picture of what type of content helps in your sales enablement process.
Let’s begin with the basics.
What is Sales Enablement?
Sales enablement is the process of providing your sales team with the resources and support they need to close deals faster. This includes content, tools, knowledge, and information to effectively sell more to your prospects”.
That said, defining sales enablement often depends on who you ask. Different companies have different viewpoints on what it means, how to approach it, and how the function is staffed.
So here are different high-valued sales enablement contents:
1) Case Studies & Customer-Centric Content
Case studies, testimonials, and online reviews are great content assets that help salespeople close more deals. Salespeople love to have good references to share with prospects. Whether these are written documents, audio files, or video content, this type of content can be sent out to push buyers toward a decision.
2) Blog Posts and whitepapers
Although blog posts and whitepapers are a key part of any marketing strategy, it can also be used to educate a sales team. As well as carrying informational content about products and services, they often include stats and reports that help to persuade decision-stage buyers. Salespeople can also use this type of content if a client wants more proof of how your brand is the solution.
3) Data Sheets and Product Sheets
These can be used to quickly build understanding around specific topics such as products and services, useful for both the sales rep and the prospect. They should clearly state the interests of the product, service, or brand, and how they can resolve problems faced by potential customers.
Having this sort of sheet readily available that lists the brand’s core products and services is essential for an initial meeting with a prospect.
4) Sales Scripts
Sales scripts guide team members through different stages of the sales funnel and promote a consistent voice between various team members. It helps the sales team to hit the right points of conversation during a sales call. An effective sales script can help salespeople influence leads to make a final purchase decision.
Sales scripts should include various talking points around various topics that may come up in customer interactions. Include questions that salespeople can ask customers, as well as answers to FAQs. Create a sales script that is actually more like a talking points document. It provides reps the information they need, but it doesn’t require them to memorize lines like an actor.
5) Competitor Research Documents
How to differentiate your brand from competitors? What is your competition offering? Sales reps should be able to answer basic queries regarding the competitors in the market. It’s important to understand why your company is the best.
Summarize your findings in an easy-to-view format, give your sales team competitor research and analysis content that shines a light on the positives and negatives of competing brands. They can then effectively highlight the benefits of your products and services. Areas to cover include price information, product comparisons, and audience statistics.
6) Email Templates
Salespeople should be enabled with a variety of email templates for different occasions. These can include outreach emails, follow-up emails, check-in emails, and more. Ideally, the sales team will have a set of templates that can be tailored to every type of customer and lead.
7) Social Media Messages
Social media is normally thought of as a content marketing channel, but it’s also useful for prospect engagement. Salespeople can send out links to social media content and also interact with prospects on each platform.
Give your sales team links to helpful social media content that could be beneficial to customers, such as reports or infographics. You could also add sales hashtag to certain posts so that your sales team can quickly locate relevant sales-oriented content.
Engaging presentations can be an essential part of a sales pitch. To maximize the benefit of each slide presentation, it should be a joint production among marketing and sales.
While the marketing team can assist to create presentation templates, salespeople can customize each presentation by introducing a number of key details related to the needs of each specific lead.
Ultimately, not all of your content will be perfect for sales enablement; some of it will have to be tweaked to make it more relevant for various sets of leads. However, as you start to create content for sales reps to use throughout the buyer’s journey, you’ll build a more well-rounded content strategy inside your organization. The best way to make sure this happens is by focusing more on creating content geared towards the sales department.