9 Sales Enablement Content Imperatives
These 9 specific sales enablement content categories that the average salesperson needs in order to successfully sell. It is imperative that you construct a content approach that helps the average sales person succeed.
|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.|
|Proof Points: 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 .