The 9 Sales Enablement Content Imperatives

In our work with Sales training companies and clients, we have identified 9 specific sales enablement content elements that the average salesperson needs in order to successfully sell.

What we want sales to accomplish for the firm.The information Marketing needs to provide to sales.Impact of not providing the information.
Problem Statement: Cause the customer to identify the customer /problem that is high enough to be impactful to the customer, but low enough for the product to have significant relevance.Identify the customer opportunity or problem that the product/service addresses better than the competitive alternative.
Sales is relegated to answering RFPs instead of the consultative selling of solutions.
Value Statement: Have the customer initiate the program to investigate the opportunity.The value to the customer of addressing the opportunity, with measures.
The program never gets investigated, just “discussed”.
Value Evidence: Have sufficient support for the program so that the obstacles that arise don’t stop it.Sufficient evidence for the customer to be confident of the claims of the size and viability of the opportunity.
The program starts but gets derailed because a more certain alternative program is identified.
Advantages: Have the firm’s product one of the top ones being evaluated by the customer for addressing the opportunity.
What your product or service does uniquely, or substantially better than competitors.The product/service is not considered by the customer and the sale goes to another firm.
Measurable Advantage / ROI: Make sure that the customer realizes the magnitude of the products advantages.The measurable magnitude of the advantage.Other firm’s products are perceived as competitive when they should not be.
Measurable Advantage / ROI: Have the customer believe your advantage claims, even when other vendors are exaggerating.Provide reasons to believe your firm’s product/service capabilities.
The competitor’s products are seen as just as credible as your firm.
Customer Value Proposition: Have the customer understand that our product/solution delivers high value to them.The value to the customer that results from the product advantage.Even though your product is best in some areas, the value isn’t understood.
Customer Value Proposition Value Measures: Have the customer understand that our product/solution delivers the most value to them when compared to the competitive alternatives.Identify your value claims with measures that are comparable.
The customer does not believe that your product offers the highest value to them.
Value Validation & Case Studies: Have the customer believe our claims of higher value when compared to our competitors.Provide reasons to believe your firm’s value estimates.If your claims are not believable the customer may not buy.

This framework was developed by Bud Hyler – a member of the Revenue Architects expert network.

Learn from the pro. Arrange a consultation with Bud!