9 Engagement Objects that fuel B2B Sales Enablement

“Sales Collateral” immediately brings to mind brochures, sell sheets, data sheets, case studies, white papers, and similar other printed or digital content. Businesses spend significant effort and money to produce and distribute them in the hope of supporting their sales process.  Unfortunately, traditional sales collateral is no longer effective. Changes in customer behavior have drastically affected how and even if your content is consumed. It is time to rethink the relevance of sales collateral in your B2B sales process. What Changed? Over the past decade, our behavior as prospects and customers has changed drastically: The non-stop stimulations on social media and…

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Teasers

Everyday, each of us receives a sales email or phone call that goes like this: “Hey <you>, I want to tell you more about <vendor’s value proposition> that solves your <problem 1>, <problem 2>, … and delivers <benefit1>, <benefit2>, … blah, blah. When can we talk?”  So what’s wrong with this? Well, almost everything! First of all, it is not clear why this vendor’s value proposition is important enough for you to be interrupted in the middle of your day.  Second, it assumes that you have all of these problems.  Most importantly, it assumes that your problems are the same as…

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Explainers

When a prospect describes their business problem, the salesperson usually jumps into “selling” their solution, describing the features that will overcome the problem and listing the benefits of their solution.  Seems normal, right? After all, isn’t this what a salesperson is supposed to do? If the problem is very simple and straightforward then this may work. If the prospect has done deep exploration and research about their problem and has determined the ideal solution for the problem then this approach would work. In a typical B2B sales opportunity, however, none of these assumptions are true.  Consider the following questions: Does the…

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Guided Tour

Guided Tours provide an effective and lower cost alternative to live in-person product demonstrations. Guided Tours enable your salespeople to engage the prospect without the delay or costs of scheduling a pre-sales resource and developing a customized product demonstration. Effective Guided Tours greatly accelerate your sales cycle. Guided Tours help prospects understand how your product or service can solve their problems.  What is a Guided Tour? A Guided Tour delivers inspired moments of “ah-ha” when prospects envision how using your product solves an important problem. Each segment of a Guide Tour presents a use case for particular features of your offering.…

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Loss Calculator

As a general rule, customers will take action when they experience the status quo as more dangerous than making the needed improvement: buying your offering and solving a real problem. Now grounded in neuroeconomics, top sales producers know that loss aversion exerts a much greater influence than the prospects of gain. This is why a Loss Calculator, which draws a crisp and vivid contrast between an attractive Future (achieved with the removal of the problem) and a negative, unwanted Present (resulting from the existence of the problem), is an essential sales enablement tool to accelerate the sales cycle. The collaborative preparation…

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Buyer’s Guide

A prospect needs to achieve four things before they can purchase your offering: Raise the priority of their business problems to the highest level possibleBuild consensus that your offering is the “best overall” solution and establishes you as a trusted vendorDevelop a business case articulating an investment analysis that justifies the acquisition of your offeringOvercome any doubts about achieving the benefits promised by your offering.  Unfortunately, most prospects do not have a good understanding of this process. They stumble along and often struggle to gain consensus. The salesperson who clearly sees a “qualified” opportunity is frustrated with the unending and unpredictable…

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Case Studies

Case Studies make your solution more concrete, credible and relevant to a prospect. They translate your offering’s features and benefits into moments of truth—“Oh yeah. I understand why we might need that too.” Customers love Case Studies for their narrative power to simplify a new or complex solutions into more human terms. Case Studies establish that other companies have solved similar problems using your solution. That makes your solution seem less risky and its benefits more believable. Finally, Case Studies assist in positioning your solution as viable and your company as trustworthy. What is a Case Study? A Case Study describes…

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Interview Podcast

Interview Podcasts provide a crucial and oft-missing bridge in the Customer Journey: an immersive, lean-back way to learn about how other successful customers selected and implemented your product. Podcasts, really? Did you know that today, more than 30 percent of Americans listen to podcasts? We listen while we commute or travel. We listen while we walk, jog, or workout. Some of us stand in lines or handle lightweight tasks at work while listening to podcasts. Chances are good that 30 percent of your customers listen to podcasts. And if your customer segment skews younger, that figure could be much higher. Tell…

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Rich Media Slide Library

Presentations are one of the most important tools used by a B2B sales team to engage an audience and to communicate their unique value proposition to the prospect. Unfortunately, most presentations do more harm than good for the following reasons: Monolithic and large “Presentation Decks” are overwhelming for the sales team to modify due to unpredictable dependencies between different slides in terms of messaging and navigation. This forces the sales team to use these decks as-is and without personalizing them for a specific customer situation. The audiences find such “canned presentations” highly irrelevant.Traditional presentation tools such as PowerPoint encourage bulleted text…

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Sales Proposal Template

When requested to submit a proposal, most sales executives deliver the following: Abbreviated summary of the product features and benefitsVarious options of the offerings and unit pricesPricing customized to prospect’s requirementsTerms and Conditions of sales So what is wrong with this?  There are a few critical missing items that delay decision making and potentially destroy trust: A brief description of the problem, its root causes and unbearable consequences that initiated the buying process. This is very important since it is likely that the decision-makers who are involved in the approval of the proposal may not have been involved in the initial…

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