The worst thing that can happen in a deal is when the seller doesn’t have enough confidence to sign because they don’t feel like they’re getting what was promised.

Not much!

There are a lot of companies that create sales collateral, and not all is created equal.

In order to be a successful salesperson, you need to have excellent written and design skills. The buyer’s journey is different for everyone so it’s important that your content reflects this.

It’s important to equip sales reps with the right content, so they can overcome objections and sell more.

Let’s explore four types of sales enablement content that are often ignored. We’re going to cover:

  • There are four types of content that your salespeople need: training, coaching, information and motivation.
  • A lot of companies are using sales enablement content to make their employees successful.
  • Here are 4 tips to help you optimize your sales content.

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LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€

Sales Content Enablement That Helps Close the Deal

Your sales reps need four types of content at their fingertips when they’re talking to prospects. Here are the different kinds: -Information -to provide information about your company and productsservices -Objection handling -giving answers to common objections, like price or budget constraints -Persuasive messages -offering a compelling argument for why customers should buy from you in order to solve an issue that only you can fix

1. Proof Points

Buyers are looking for content that proves your claims. They want to see things like:

  • Customer testimonials
  • Metrics
  • Case studies
  • Blog posts

You can’t close a sale until you satisfy the buyer that your claims are valid.

In this article, I talk about the dos and don’ts for sales enablement.

In order for sellers to have this access, you need to create a testimonial page with customer feedback and past work.

It’s important to have metrics that really make a difference. Sales reps should be armed with meaningful and current numbers during the hiring process.

If you want to provide self-serve options for buyers, make sure they can research your solutions at will.

Create case studies, which are valuable for generating leads. You can gate them so that visitors have to opt in before they get access to the material (great for lead generation). But it may be more valuable if you make this information available without any kind of requirement like an email address or other identifying data (no opt-in required).

You should also share your expertise by writing blog posts.

Make sure to have plenty of customer reviews available on public platforms like G2 Crowd, Capterra.

Along with social media, you can use testimonials to help your customers see how others have benefited from working with you.

2. Sales Enablement Documents: Evidence of Reliability and Support

Your prospects want to be sure that you will provide good service before moving too far down the pipeline. Specifically, they want a feel for how your organization performs and provides customer support.

If you want to be a successful seller, it’s important for you to highlight your stability and scalability.

When talking to a prospect, they need to show that their commitment is long-term and proven.

Customer success is an important topic for companies. It’s not just about making a sale, it’s also about maintaining and growing that customer relationship.

Metrics are important for salespeople, and you should supply them with the metrics they need to succeed.

  • Percent of uptime commitment
  • The last three years of performance data.
  • While I do believe in customer service, it can be difficult to provide the same level of support when you are short-staffed.
  • Your company’s five-star reviews and industry leading response times are impressive.
  • Your commitment to making products and services more accessible

3. Security & Compliance Information

When it comes to managing vendors, your prospects want a company they can trust.

When talking to customers, you need content that explains how we process and save customer information.

Keep in mind, the content should be easy to find on your website.

The company’s standards, compliance and certifications are all listed on the website. This is a good way to avoid questions because people can find out these things before they ask.

And, you’ll be able to preempt anyone who might try and avoid the topic by using their own language.

4. Building Trust

When buyers are evaluating and purchasing technology, they want to know that the company is trustworthy with integrity.

As a trusted advisor, you need to show that you are trustworthy and have the buyer’s best interests in mind.

  • Sell with integrity and keep your customer’s best interests in mind.
  • The hiring process should be as simple and easy to follow as possible. Don’t make it complicated or riddled with surprises.
  • Stand behind your product

Salespeople need to build trust instead of being too salesy.

Videos are a great way to show the power of your product. It will help them close more deals.

First, I’ll give you 4 tips for deploying content that will help your reps satisfy these needs. However before we do this, let’s talk about why it is so important to provide them with the best possible sales enablement content.

How to Optimize Sales Enablement Statistics Content to Fully Support Your Reps

Maybe you’re already ahead of the game, or maybe there is a lot to improve in your organization.

Related, I wanted to know how sales enablement can help diversify the job market.

Create and maintain content that fully supports your reps, providing them with the resources they need.

  • Proof
  • There are many ways to show reliability and support in the workplace. One way is by being a good listener, which can help people feel more supported.
  • Security & Compliance
  • Trust

” requires a lot of work from many people at your company.

Your sales team needs help in many areas, not just one.

We know that it’s not easy to keep up with content being updated regularly or adding new testimonials.

You need to update and delete old sales enablement content, as well as make sure that sellers can find the most updated versions of your product when they’re needed.

But the truth is, if you want to help your sales team succeed, then provide them with sales enablement content. It’s not just about training and coaching; it’s also important that they know what their customers are looking for.

How do you reach this goal?

Here are 4 tips for sales enablement content that supports Sales:

1. Look for an editor that will be in charge of the content pieces, and set a review calendar to discuss what needs to happen with them.

When you want to get your content marketing looking and sounding great, reach out to your partners for help.

Keep your approved sales enablement content organized and accessible to the sellers. Name all of it consistently so that you can find what you want quickly.

A tool like Conga Collaborate will let you store, search for and share your sales collateral with prospects. They also notify sellers when the buyer interacts with a document so it’s easy to quickly follow up if needed.

The Results?

With the right content, sellers can feel confident in their role and speak to potential buyers with knowledge of what they need.

One of the best ways to increase sales is through customer service. They can help prospects feel more confident about partnering with you now.

Investing in sales collateral pays off many times over.


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  • Need Help Automating Your Sales Prospecting Process?

    LeadFuze gives you all the data you need to find ideal leads, including full contact information.

    Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

    • A company in the Financial Services or Banking industry
    • Who have more than 10 employees
    • That spend money on Adwords
    • Who use Hubspot
    • Who currently have job openings for marketing help
    • With the role of HR Manager
    • That has only been in this role for less than 1 year
    Just to give you an idea. šŸ˜€
Editors Note:

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Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.