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 .