Time is a sales leader’s most valuable asset—and unfortunately, its availability is diminishing. Sales Enablement can help lead the way.
As much time as we want to spend process-mapping our goals, exploring new strategic opportunities, and forging relationships in new markets, we’re often bogged down with admin work and redundant operations. We spend far too much time scheduling, re-creating the same presentations, and navigating the same conversations over and over.
Enter sales enablement.
The right resources will free us from grunt work, unlock our creative brains, and empower us to add more value to our organizations. Here’s a checklist of 5 assets to help us get started.
1 - Customer stories
At the end of the day, our prospects want a guarantee that our product or service delivers an ROI. The most impactful way to demonstrate value is through cold, hard evidence.
That’s where case studies and customer stories come in.
Every case study should speak to our customers’ pain points, the path to discovering our solutions, and the resulting ROI. Rather than delivering sales pitches, these materials should tell a story, highlighting the customer’s sequence of emotions. We should empathize with our customers’ pain points and explain why we’re the best possible partners.
2 - Tips sheets
There’s a learning curve that comes with every new product or service—technical or non technical. While we may not be responsible for customer onboarding and training, we can help set expectations and get customers excited about specific features.
Tactically speaking, we can give our prospects a concrete list of initiatives to try once they’re fully onboarded. By creating tips sheets—in the form of fun, engaging content—we’ll have ready-made suggestions to pass along. Here are some examples to test out:
3 ways that you can save time with product Z
3 must-use features to try with product Z
3 lesser known ways to use product Z
We can energize our prospects by showing them what’s possible.
3 - Cheat sheets
As sales leaders, we’re constantly on our toes to deal with the unexpected. We can’t predict what our customers are going to ask us, but we can take steps to be prepared with immediate answers.
Cheat sheets in the form of customer story bullets, frequently asked questions, and ‘did you know’ guides can help. These internally facing documents can help your sales teams access the answers that they need on the fly.
The best way to streamline this process is to use software with search functionality. Even a simple keyword search tool like “find and replace” can work wonders. With this approach, information will, literally, be at our fingertips.
4 - A list of reasons for customer churn
Sales leaders are often under immense pressure to sell, which means that we’ll consider working with every possible leading.
Even so, it’s important that we stick to our guns. In selling our product, we need to make sure that there is a strong product-market fit. Otherwise, our customers may be likely to churn down the road—which can yield negative consequences down the road.
To maximize the potential for customer success, we need to know our products’ weaknesses. That way, we can ensure that every prospect is positioned for success—which will have the effect of making our own jobs easier.
When customers are happy, they talk about us. When customers talk about us, referrals amplify—which positions us to sell more.
The best sales enablement resources are ones that position us to make quick, on the fly decisions. Rather than being bogged down with details or text, we’ll be ready to jump. For that reason, information needs to be easy and enjoyable to read. The key is to optimize learning, so that we’re always ready to learn, build relationships, and grow.