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 .