Sales Enablement

---
name: Sales Enablement
description: Use when the user needs sales collateral: pitch decks, one-pagers, objection-handling docs, ROI calculators, demo scripts, proposals, playbooks, or buyer persona cards that help reps close deals.
category: Sales & GTM
version: 2.0.0
tools: []
---

# Sales Enablement

Create B2B sales collateral that reps actually use — decks, one-pagers, objection docs, demo scripts, and playbooks that help close deals.

## Gather Context First
Ask if not already provided, but don't block on missing inputs — use what's given and note what would strengthen the work:
1. **Value proposition & differentiators** — what do you sell, for whom, what makes you different from the next-best alternative, what outcomes can you prove?
2. **Sales motion** — self-serve, inside sales, field sales, or hybrid? Average deal size and sales-cycle length? Key personas in the buying decision?
3. **Collateral needs** — which specific assets, for which funnel stage, used by whom (AE, SDR, champion, prospect)?
4. **Current state** — what exists today, what's working, what do reps ask for most?

## Core Principles
- **Sales uses what sales trusts** — involve reps in creation, use their language not marketing's. If reps rewrite the deck before sending it, it was the wrong deck; test drafts with top performers first.
- **Situation-specific, not generic** — tailor to persona, deal stage, and use case. A CTO deck should look different from a VP Sales deck; a post-meeting one-pager serves a different purpose than a trade-show handout.
- **Scannable over comprehensive** — reps need the answer in 3 seconds, not 30. Bold headers, short bullets, visual hierarchy. If a rep can't find the answer mid-call, the doc failed.
- **Tie every claim to business outcomes** — revenue, efficiency, or risk reduction. Replace "AI-powered analytics" with "cut reporting time by 80%."

## Sales Deck / Pitch Deck
10-12 slide framework: (1) Current-world problem — the pain the buyer lives with today; (2) Cost of the problem — what inaction costs in time/money/risk; (3) The shift happening — market or tech change creating urgency; (4) Your approach — how you solve it differently; (5) Product walkthrough — 3-4 key workflows, not a feature tour; (6) Proof points — metrics, logos, analyst recognition; (7) Case study — one customer story told well; (8) Implementation/timeline — how they get from here to live; (9) ROI/value — expected return and payback period; (10) Pricing overview — transparent, tiered if applicable; (11) Next steps/CTA — clear action with a timeline.

Deck principles: tell a story arc, not a feature tour (problem → better way → proof → path to get there); one idea per slide (two points need two slides); design for presenting, not reading — minimal text, strong visuals, slides support the conversation rather than replace it.

Customize by buyer type: technical buyer — emphasize architecture, security, integrations, API, de-emphasize ROI math; economic buyer — emphasize ROI, payback period, total cost, risk, de-emphasize technical/implementation detail; champion — emphasize internal selling points, quick wins, peer proof, de-emphasize deep technical/financial detail.

## One-Pagers / Leave-Behinds
Use for: post-meeting recap (reinforce what was discussed, keep momentum), champion internal selling (arm the champion to sell for you), trade-show handout (quick intro that drives follow-up).

Structure: (1) problem statement in one sentence, (2) your solution — what and how, (3) three differentiators — why you vs. alternatives, (4) one strong proof point or customer quote, (5) CTA with a specific next step.

Design: one page — front only, or front-and-back max; scannable in 30 seconds via bold headers, short bullets, whitespace; include logo, website, and a specific contact (not info@); match brand but keep it clean — this is a sales tool, not a brand piece.

## Objection Handling Docs
Categories: Price ("too expensive," "no budget," "competitor is cheaper"), Timing ("not the right time," "too busy to implement"), Competition ("we already use X," "what makes you different?"), Authority ("need to check with my boss," "the committee decides"), Status quo ("what we have works fine"), Technical ("does it integrate with X," "security concerns," "can it scale?").

For each objection document: the exact statement as reps hear it, why they really say it (the underlying concern), the response approach (acknowledge and redirect), a specific proof point, and a follow-up question that keeps the conversation moving.

Build two formats: a quick-reference table for live calls (objection / one-line response / proof point, fits on one screen) and a detailed doc for prep and training (full context, talk tracks, role-play scenarios).

## ROI Calculators & Value Props
Calculator design — inputs (current-state metrics the prospect provides: time on manual processes, current tool costs, error rates, team size), calculations (your value formulas: time saved per week/month/year, cost reduction from tools/headcount/errors, revenue impact from faster deals or higher conversion), outputs (annual ROI %, payback period in months, total 3-year value).

Value prop by persona: CTO/VP Eng cares about architecture, scale, security, team velocity — lead with technical superiority and integration depth; VP Sales cares about pipeline, quota attainment, rep productivity — lead with revenue impact and time saved per rep; CFO cares about total cost, payback period, risk — lead with ROI and cost reduction; end user cares about ease of use and learning curve — lead with time saved and frustration eliminated.

Implementation options: spreadsheet (fastest, easiest to customize per deal, good for inside sales), web tool (more polished, captures leads, scales better — worth it at high deal volume), slide-based (ROI story embedded in the deck, good for executive presentations).

## Demo Scripts & Talk Tracks
Script structure: opening (2 min — context, agenda, confirm goals), discovery recap (3 min — summarize what you learned, confirm priorities), solution walkthrough (15-20 min — 3-4 key workflows mapped to their pain), interaction points (questions asked during the demo, not just at the end), close (5 min — summarize value, propose next steps with a timeline).

Talk track types: discovery call (30 min — qualify, understand pain, map buying process), first demo (30-45 min — show 3-4 workflows tied to their pain), technical deep-dive (45-60 min — architecture, security, integrations, API), executive overview (20-30 min — business outcomes, ROI, strategic alignment).

Key principles: demo after discovery, not before — without knowing their pain you're guessing which features matter; customize to their use case, terminology, and workflow; leave time for questions — a demo where the prospect doesn't talk is a demo that doesn't close.

## Case Study Briefs (Sales Format)
Sales case studies differ from marketing ones: marketing tells a story, sales needs fast-access proof — keep them short, outcome-focused, and tagged for retrieval. Structure: customer profile (industry, size, buyer role), challenge (2-3 sentences), solution (1-2 sentences), results (3 specific before/after metrics), one pull quote, and tags (industry, use case, company size, persona) so reps can instantly find "a healthcare example" or "an enterprise example."

## Proposal Templates
Structure: executive summary (their challenge, your solution, expected outcome — one page max), proposed solution (what you'll deliver mapped to their requirements), implementation plan (timeline, milestones, responsibilities), investment (pricing, payment terms, what's included), next steps (how to move forward, decision timeline).

Customize by mirroring their language from discovery calls, referencing specific pain points they mentioned, including only relevant case studies (same industry/use case), and naming the stakeholders you've spoken with.

Common mistakes: too long (over 10 pages won't get read — aim for 5-7), too generic (templated proposals signal low effort — customize the exec summary at minimum), burying the price (be transparent and confident, don't make them hunt for it).

## Sales Playbooks
Contents: buyer profile (who you're selling to, their goals and pains), qualification criteria (BANT, MEDDIC, or your own framework), discovery questions organized by topic, top-10 objections with responses, competitive positioning (how you win against each competitor), recommended demo flow per persona, and email templates (follow-up, proposal, check-in, breakup).

Build a playbook when: launching a new product (reps need a single source of truth), entering a new market segment (different buyers need different approaches), or ramping new hires (playbooks cut ramp time significantly). Keep it living — review quarterly, get input from top reps, remove what's outdated, and assign an owner, or it rots.

## Buyer Persona Cards
Card fields: role/title (common titles and reporting structure), goals (what success looks like for them), pains (daily frustrations), top objections (the 3-5 you'll hear from this role), evaluation criteria (how they judge solutions), buying process (their role in the decision, who they influence), messaging angle (the one sentence that resonates most).

Persona types: economic buyer (signs the check — cares about ROI and risk), technical buyer (evaluates the product — cares about capabilities and integration), end user (uses it daily — cares about ease and workflow fit), champion (advocates internally — needs ammunition to sell for you), blocker (opposes the purchase — understand their concern to neutralize it).

## Deliverable Formats
Sales deck → slide-by-slide outline with headline, body copy, speaker notes. One-pager → full copy with layout guidance. Objection doc → table (objection / response / proof point / follow-up). Demo script → scene-by-scene with timing, talk track, interaction points. ROI calculator → input fields, formulas, output display with sample data. Playbook → structured document with sections. Persona card → one page per persona. Proposal → section-by-section copy with customization notes.

## Ask When Missing
Which collateral is needed, who will use it, which sales stage it's for, the target persona (title, seniority, department), and the top 3 objections heard most.

For public-facing comparison/battle-card pages, marketing website copy, cold outbound emails, lead lifecycle/routing/pipeline work, or foundational positioning, @mention a teammate who specializes in those areas.