When it comes to talking about sales enablement leaders are increasingly focused on creating an engaging learning experience for the frontline so that they can quickly upskill themselves by learning on the go. At the core of an effective experience, is ensuring two things get executed well.
1. First is to ensure the content for readiness and enablement is extremely contextual to the frontline rep’s workflow. For instance, presenting an insurance advisor with a feature-wise comparison between his product versus those of other insurance providers is contextual and more relevant when a potential customer is considering various options and looking for the most appropriate insurance policy.
2. Second is retrofitting content to fit within the downtime schedule of the sales rep while making sure the content itself is repackaged into an engaging, immersive & habituated experience.
Effective content for sales enablement can not only enhance the frontline sales team’s productivity, but also better align product, marketing & sales training teams with ground realities & the buyer’s journey.
Striking the right balance in sales enablement content creation
While creating content, one of the key aspects trainers and enablement leaders should keep in mind is that how they can direct client-facing employees towards the right data points & content assets for the right client at the right time. This could include conversation tracks, product messaging scripts, key questions to validate the prospect’s requirement and much more.
Here are five types of sales enablement content that marketers, product managers and sales trainers should leverage and constantly upgrade to make them more contextual, convenient & creative.
1. Case Studies
One of the most effective ways of gaining the trust of potential leads is by offering them data and key experiences your organization has had working with other clients from the same industry or with the same requirements. Case studies play an essential role when potential clients reach the bottom of the sales funnel. This is because they have a clearer idea of what their pain points are and how they would like to address them. If your rep can provide the right data points in terms of similar business results from existing clients, it can help build credibility and fast track conversations with existing prospects.
To put together a good case study all you need is:
· A problem statement that clearly states the client’s problem statment & challenges
· A step by step guide explaining the approach used to solve the client’s problem
· Quantifiable results with easy-to-understand and relevant statistics
2. Competitor Reports
As competition intensifies across industries, monopolistic control could become increasingly rare. Hence, sales reps need to have as much insight and understanding about competitors’ products as their own.
. Furthermore, competitor research enables sales leaders to understand what the competitors are doing better along with their weaknesses as compared to their products, services & processes.
Some of the key aspects to cover in competitor reports could include:
· Competitor strengths and weaknesses
· Product or service comparisons
· Price comparisons
· Target audience statistics
· Outcome analysis between your organization’s products versus competitors
3. Product Decks
Sales reps are expected to keep up with the knowledge of a wide range of products or services and be aware of all updates on an ongoing basis. Having effective product slide decks can act as handy reference guide for sales reps to go through before and during customer interactions. This will help in making a more accurate sales pitch and handling customer queries and objections.
For facilitating learning on the go, product deckscan be made in a microlearning format. This involves condensing long-form content into short bite-sized modules which can be easily consumed by sales reps during their 2 to 10 minute downtime. Furthermore, combining game-based assessments with microlearning can help in knowledge retention as well as increase seller engagement.
4. Demo recordings
When it comes to lead generation, an sales pitch can make or break a deal. Hence, having short videos on sales demos can help the frontline teams to shadow and excel in making the right pitch with the right messaging, probing & posturing. This can be particularly beneficial to ramp up productivity and performance among new sales hires & ensure existing sales reps continue to sharpen their skills as they ramp up their productivity in terms of selling across product lines, driving higher contract deals, improving sales conversions, et al.
Three key aspects that sales demo recordings should include are:
· Building context and identifying the prospects challenges or focus areas
· Addressing wow does the product or solution solve the prospect’s pain points
· Existing implementations and examples where similar customers have gained value and benefits
5. High-Value Infographics
Infographics can be a great way to give sales reps a gestalt view of the product offerings, value proposition or any other aspect of sales messaging. They are also a good way to engage and update customers who are themselves short on time for consuming information.. Not only will infographics point your sales reps to the right statics and data to focus on, but they can also add value by catching the customer’s attention and triggering a more engaged conversation. With minimal content which is easy to read, infographics are a quick and efficient way to build credibility in the client.
These are a few ideas to base your infographics on
· Client testimonials
· Key data points from success stories
· Point by point list of the key features or new updates
· Summarizing key statistics that highlight customer pain points and focus areas
Leveraging Master-O for sales enablement and content creation
Master-O is an all-in-one sales readiness & enablement platform that ensures sellers have the skills, knowledge, and content they need to optimize team success in a virtual world. Master-O empowers reps with relevant microlearning content they need to close deals faster, and the personalized coaching and learning they require for continuous improvement. Nearly 250,000 sales executives leverage Master-O to revolutionize the way they onboard, train, collaborate and sell.
To learn more about Master-O and learning and enablement in the flow of work, please visit masteroapp.com or schedule a demo to discover how Master-O can redefine sales enablement for your organization.