3 quick-win sales tools to make right now to ramp up your sales enablement content library
Now that you’ve got the most critical elements of your sales enablement content library established, you can inject a rapid booster shot of content by fleshing out your toolkit to equip even more of the sales journey.
The key? Specifically writing or repurposing information from other parts of the company—but using the language of business and customers, instead of the language of product, attraction, and SEO.
The top 3 easiest sales tools to create right now
Easiest Sales Tool #1: Case studies
In a nutshell: As a valuable third-party validation, case studies use factual reporting about a customer’s purchasing experience, along with results of implementing your solution in their own words—highlighting their business goals in a way that likely mirrors your current buyers’.
Stage of the sales journey: interest
It’s easy because… you already have success stories you can profile.
It’s a quick win because… (especially in complex sales situations) reps need to provide reference or “lookalike” customers.
Case study pro tip: Avoid the softer “customer story” format that may appeal to the end user but that a business decision maker will consider TL;DR. Conversely, don’t just create fill-in-the-blank, mad-libs style templates that copy-and-paste corporate jargon from a press release. Get a professional case study writer to interview the customer and craft a punchy, specific narrative that matches your target customer’s purchasing challenges and considerations.
Easiest Sales Tool #2: Nurture campaign
In a nutshell: With marketing automation, you can develop an email series just for sales (even for just one sales rep) to send actively engaged buyers a custom mix of assets at specified intervals—with messages personalized to the recipient by the sales rep.
Stage of the sales journey: interest
It’s easy because… your demand gen or content marketing team has already created assets to help educate and inform prospective buyers.
It’s a quick win because… sales reps can continually communicate with buyers, show interest in their issues, demonstrate authority, and keep them engaged during the long selling process, without constant check-ins.
Nurture campaign pro tip: Don’t just dig up an old demand gen campaign. Use proven sales messaging to engage and retain buyer interest. Streamline one category of topics for specified prospects, instead of diluting their preference by sending a mix of everything.
Easiest Sales Tool #3: Selection guide.
Selection guide. Guide buyers through the variations of your solutions interactively. Emphasizing their differentiated purposes or applications in order to create an instinctive preference in your buyer—as opposed to commoditizing your offering to a list of features and specs.
Stage of the sales journey: evaluation
It’s easy because… The raw material exists in feature and spec comparisons. Now wrap a narrative around the differences, and categorize each variation to resonate with different types of prospects.
It’s a quick win because… buyers need to understand the relevance of one variation over another, especially if it costs more. Otherwise they’ll make their decision solely on price (and that could mean your lower-priced competitor).
Selection guide pro tip: Resist the feature comparison table route for business buyers initially. It doesn’t explain value—only “contents.” Bring it in later if the tech buyer wants a frame of reference.
Take the next step.
Download our complete Sales Enablement Marketer’s Starter Kit including the 3 Easiest Tools at a glance, plus three valuable sales tool guides—and take command of outfitting your reps with the tools, materials, and content they need for the entire sales journey.