Sales Enablement is a critical success factor in high-consideration sales. The tools and resources provided to Sales will include a range of items and should address the following core requirements.

What sales must accomplish.Information resources sales needs.Impact of not providing the information.
Cause the buyer to identify the situation and problem that is high enough to be impactful to the customer, but low enough for our offer to have significant impact.Problem Statement: 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 solution selling.
Have the buyer initiate the program to investigate the opportunity.Value Statement: The value to the customer of addressing the opportunity, with measures.
The solution never gets investigated, just “discussed”.
Have sufficient support for the program so that the obstacles that arise don’t stop it.Value Evidence: 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 solution is identified.
Ensure the firm’s product one of the top ones being evaluated by the buyer by making sure that the buyer realizes the magnitude of the advantages.
Measurable Advantage / ROI: What your product or service does uniquely, or substantially better than competitors and the measurable magnitude of the advantage.Our solution is not considered by the buyer and attention goes to another firm as other firm’s products are perceived as competitive when they should not be.
Have the buyer understand that our product/solution delivers high value to them.Customer Value Proposition: The value to the customer that results from the product advantage.Even though our solution is best in some areas, the value isn’t understood.
Have the buyer believe advantage claims, even when other vendors may be exaggerating.Proof Points: Provide reasons to believe your firm’s product/service capabilities.
The competitor’s products are seen as just as credible as your firm.
Have the buyer understand that our product/solution delivers the most value to them when compared to the competitive alternatives.Customer Value Proposition Value Measures: Identify your value claims with measures that are comparable.
The buyer does not believe that our product offers the highest value to them.
Have the buyer believe our claims of higher value when compared to our competitors.Value Validation & Case Studies: Provide reasons to believe your firm’s value estimates.If our claims are not believable, the buyer may not commit.