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What are your top 3 must-have sales enablement collateral?
Sales first call deck (FCD) with script
Competitive battle card with 1/ objection handling questions answered, 2/ private pricing options/discounts, and 3/ why customer should by now.
Video content like 1/ demo, 2/ polished promotional, 3/ internal sales video of a peer delivering the FCD
Keep in mind YOU don't have to be the one to make all this content, but YOU are in charge of orchestrating it's delivery.
Choosing just three essential sales enablement collateral pieces can be tough because the needs of each team vary based on what they're selling and their buyer personas. That said, the goal is always to provide resources that move prospects through the funnel. Some of the most effective assets include email templates for outreach, demo videos that showcase your product in action, and case studies or success stories highlighting real-world results. Other valuable tools are tailored slide decks and detailed datasheets to support in-depth discussions.
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The top 3 must-have sales enablement collateral depend on the customer and the customer's preferred channels. In a B2B scenario, for example, whitepapers or case studies that demonstrate ROI and industry events for networking may be key. For B2C, it’s about being present where the customer is—engaging them through platforms like YouTube or social media to build brand familiarity and trust. Ultimately, sales enablement isn't just about collateral; it’s about being strategic with your presence.
If I had to pick 3 must-have sales enablement collateral, it would be the following:
Detailed Personas: Having detailed personas that include the problem, solution, outcome, a few disco questions etc. will help your field pinpoint who they should be talking to and why your offering matters to them.
Competitive Positioning: Creating competitive battle cards for the main categories you compete against and the top five 1st tier (the competitors you see in deals most often) competitors will help build your team's confidence and ability to go toe-to-toe against a competitor and help the prospect select a solution that best meets their needs.
Messaging Framework: A solid messaging framework focused on the benefits/value vs. one based on features will help the field connect with prospective buyers and ensure the field is aligned on the messaging without boxing them into a robotic sales script.