Is there a framework for creating good sales enablement decks for new B2B products or training new sales rep on your product?

I do think this is highly dependent on the type of product you are taking to market, but here are some go-tos I use. Keep it simple: Make sure you focus any training decks in the simplest, most customer centric language. It’s often easy to use technical terminology and/or internal acronyms and names that will not help that sales rep learn or relate to the customers they are interacting with! Stay value-focused: It is also really easy to go into deep detail on product features and find yourself b ...Read More

I'm a big fan of Nancy Duarte's work and her book Resonate. It speaks a lot to what a good narrative should be for any presentation.   With that said, Enablement is a lot about teaching - so how you present to a customer is not necessarily how you present to a seller. For sellers, I put my teacher hat on and really think about what is it that they want to know about and how do I make the content engaging and interactive enough, that they don't fall asleep.   So not quite a framework, but hopeful ...Read More

The best enablement decks I’ve seen address: Who is this for? Why is this important? What is the impact of this? Action items / next stepsWhatever the subject, following the framework above will help identify the specifics of why someone should pay attention. It is also important to always keep in mind the broader context of where the company operates and if you are selling multiple products and/or have a large global presence, to make sure that the team understand that particular situation.  Fi ...Read More

Great Our enablement decks follow this outline: Learning Objectives, Executive Summary/”Sales Play Made Simple”, Business Issues & Value, Key Personas, Key Messaging and Product Capabilities, Competitive Overview, Deal Examples, Customer Success Stories, Crawl/Walk/Run Sales Strategy, and Additional Resources.  To pick this apart, I would say the Executive Summary single slide roll-up is one of the most critical parts. You need someone that people can refer back to and reference easily, and ...Read More

Any new product should have a “product brief” associated with it to help not just sales, but any internal stakeholder to be on the same page about the purpose and positioning of the product. Enabling sales can be done effectively without ever involving a deck. My focus is on content and training vs. deck creation. The product brief contains things like a problem to solve, buyer personas addressed, why it is important now (urgency), competitive landscape or what you are replacing, discovery quest ...Read More