Sales Enablement is a core task of a product marketing, making sure sales is fully equipped to bring the products successfully to market. Not sure where to begin?
Get inspired by this list of 36 sales enablement tools. Just imagine how you can rock your sales.
1. War sheets
These are typically one-pagers that compare your product against a specific product from a competitor. It shows your sales force what the biggest differentiators are, how your competitor’s product is pitched and how to respond to their arguments. It also mentions your price in relation to theirs and explains the main ways to sell the price difference.
2. Product Cheat Sheets
An overview of the main advantages and commercial arguments against the disadvantages of your product. This is a small refresh sheet before you enter commercial discussion. You can regard it as the small summary good students read before taking part in an exam.
3. Generic TCO calculators
Complex products, often require a calculator to show customers how much money they can save when using your product. We call this ‘Total Cost of Ownership’. For simple cases, you can build a calculator that can show the potential savings by filling in a few parameters. For more complex projects, companies often build calculators for a single customer project. It all depends on what you need.
4. Customer-Specific TCO calculators
When generic Total Cost of Ownership’ calculators don’t do the trick, customer specific ones are what you need. These calculators will typically map the customer’s relevant process and calculate along each step what the savings are.
5. Pricing sheets &/or calculators
In any commercial negotiation, you need to be able to provide the customer with a reference price. Nobody writes a blank cheque towards a supplier, although we sometimes wish they did. Provide your sales team with an easy way to provide the customer with a pricing reference. In some businesses, this can be the exact price, in others, a pricing bandwidth will help you a long way.
6. Sales Presentations
Ah, the standard set of sales presentations, highlighting the benefits of your product, your Value Proposition. You might need different sales presentations, depending on how complex the Decision Making Unit is at your customer’s side. As a minimum, you need 2 sets; one for the business decision maker and one for the technical decision maker. Don’t bore the Sales VP of your customer with details about the protocol you use for network security. But don’t forget to highlight this to the techie in the room.
7. Sales Binders
The golden oldie, a binder with the full product portfolio. Some customers still love them, others hate them. The fact remains that a physical tool to guide a customer through your story and product portfolio, remains valuable in many sales conversations.
8. Sales Trainings
Obvious as it might seem, still some companies overlook them. Making sure your own sales team and the sales team of your channel, remains up to speed, is a never-ending task. It doesn’t stop at a single training when a product gets launched, it should continue as long as the product is active. The market never stands still, neither should you. Also consider role-playing as a way for sales to become familiar with the arguments customers use and learn how they can react to them.
9. Sales Leaflets and Brochures
Single leaflets or brochures explaining the benefits from the product(family). They do not only explain the technical specifications but focus strongly on the need of the customers. All members of the DMU should find their needs explained.
10. Product Selectors
In some cases, finding the right product can be somewhat tiresome, especially if there is a wide range to choose from. Investing in a software solution that allows your customers to quickly narrow down the options based on criteria that matter to them, can be one of your best commercial decisions.
11. Competitive comparisons
Your product is never alone in the market. A guide that highlights the main differences between the other solutions out there, will help your sales and customers to make the right decision.
12. Prospection scenarios & scripts
When sales people need to introduce a product to a prospect, it helps if you provide them with a script or scenario that allows them to quickly establish if the customer is in the market. A prepared check-list of questions can strongly reduce the time spent in validating potential customers.