Sales Enablement

Core Principles

Sales Uses What Sales Trusts

Involve reps in creation. Use their language, not marketing's. If reps rewrite your deck before sending it, you wrote the wrong deck. Test drafts with your top performers first.

Situation-Specific, Not Generic

Tailor to persona, deal stage, and use case. A deck for a CTO should look different from one for a VP of Sales. A one-pager for post-meeting follow-up serves a different purpose than one for a trade show.

Scannable Over Comprehensive

Reps need information in 3 seconds, not 30. Use bold headers, short bullets, and visual hierarchy. If a rep can't find the answer mid-call, the doc has failed.

Tie Back to Business Outcomes

Every claim connects to revenue, efficiency, or risk reduction. Features mean nothing without the "so what." Replace "AI-powered analytics" with "cut reporting time by 80%."

Sales Deck / Pitch Deck

10-12 Slide Framework

1. Current World Problem — The pain your buyer lives with today
2. Cost of the Problem — What inaction costs (time, money, risk)
3. The Shift Happening — Market or technology 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 timeline

Deck Principles

• Story arc, not feature tour. Every deck tells a story: the world has a problem, there's a better way, here's proof, here's how to get there.
• One idea per slide. If you need two points, use two slides.
• Design for presenting, not reading. Slides support the conversation — they don't replace it. Minimal text, strong visuals.

Customization by Buyer Type

For full slide-by-slide guidance: See references/deck-frameworks.md

One-Pagers / Leave-Behinds

When to Use

• Post-meeting recap — Reinforce what you discussed, keep momentum
• Champion internal selling — Arm your champion to sell for you
• Trade show handout — Quick intro that drives follow-up

Structure

1. Problem statement — The pain in one sentence
2. Your solution — What you do and how
3. 3 differentiators — Why you vs. alternatives
4. Proof point — One strong metric or customer quote
5. CTA — Clear next step with contact info

Design Principles

• One page, literally. Front only, or front and back maximum.
• Scannable in 30 seconds. Bold headers, short bullets, whitespace.
• Include your logo, website, and a specific contact (not info@).
• Match your brand but keep it clean — this is a sales tool, not a brand piece.

For templates by use case: See references/one-pager-templates.md

Objection Handling Docs

Objection Categories

Response Framework

For each objection, document:

1. Objection statement — Exactly how reps hear it
2. Why they say it — The real concern behind the words
3. Response approach — How to acknowledge and redirect
4. Proof point — Specific evidence that addresses the concern
5. Follow-up question — Keep the conversation moving forward

Two Formats

• Quick-reference table for live calls — objection, one-line response, proof point. Fits on one screen.
• Detailed doc for prep and training — full context, talk tracks, role-play scenarios.

For the full objection library: See references/objection-library.md

ROI Calculators & Value Props

Calculator Design

Inputs (current state metrics the prospect provides):

• Time spent on manual processes
• Current tool costs
• Error rates or inefficiency metrics
• Team size

Calculations (your formula for value):

• Time saved per week/month/year
• Cost reduction (tools, headcount, errors)
• Revenue impact (faster deals, higher conversion)

Outputs (what the prospect sees):

• Annual ROI percentage
• Payback period in months
• Total 3-year value

Value Prop by Persona

Implementation Options

• Spreadsheet — Fastest to build, easy to customize per deal. Works for inside sales.
• Web tool — More polished, captures leads, scales better. Worth building if deal volume is high.
• Slide-based — ROI story embedded in the deck. Good for executive presentations.

Demo Scripts & Talk Tracks

Script Structure

1. Opening (2 min) — Context setting, agenda, confirm goals for the call
2. Discovery recap (3 min) — Summarize what you learned, confirm priorities
3. Solution walkthrough (15-20 min) — 3-4 key workflows mapped to their pain
4. Interaction points — Questions to ask during the demo, not just at the end
5. Close (5 min) — Summarize value, propose next steps with timeline

Talk Track Types

Key Principles

• Demo after discovery, not before. If you don't know their pain, you're guessing which features matter.
• Customize to their use case. Use their terminology, their data (if possible), their workflow.
• Leave time for questions. A demo where the prospect doesn't talk is a demo that doesn't close.

For full script templates: See references/demo-scripts.md

Case Study Briefs (Sales Format)

How Sales Case Studies Differ

Marketing case studies tell a story. Sales case studies arm reps with fast-access proof. Keep them short, outcome-focused, and tagged for retrieval.

Structure

1. Customer profile — Industry, company size, buyer role
2. Challenge — What they were struggling with (2-3 sentences)
3. Solution — What they implemented (1-2 sentences)
4. Results — 3 specific metrics (before/after)
5. Pull quote — One sentence from the customer
6. Tags — Industry, use case, company size, persona

Organization

Organize case studies so reps can find the right one instantly:

• By industry — "Show me a case study for healthcare"
• By use case — "Show me someone who used us for X"
• By company size — "Show me an enterprise example"

Proposal Templates

Structure

1. Executive summary — Their challenge, your solution, expected outcome (1 page max)
2. Proposed solution — What you'll deliver, mapped to their requirements
3. Implementation plan — Timeline, milestones, responsibilities
4. Investment — Pricing, payment terms, what's included
5. Next steps — How to move forward, decision timeline

Customization Guidance

• Mirror their language from discovery calls
• Reference specific pain points they mentioned
• Include only relevant case studies (same industry or use case)
• Name the stakeholders you've spoken with

Common Mistakes

• Too long — If it's over 10 pages, it won't get read. Aim for 5-7.
• Too generic — Templated proposals signal low effort. Customize the exec summary at minimum.
• Burying the price — Don't make them hunt for it. Be transparent and confident.

Sales Playbooks

What Goes in a Playbook

• Buyer profile — Who you're selling to, their goals and pains
• Qualification criteria — BANT, MEDDIC, or your framework
• Discovery questions — Organized by topic, not a script
• Objection handling — Top 10 objections with responses
• Competitive positioning — How you win against each competitor
• Demo flow — Recommended sequence for each persona
• Email templates — Follow-up, proposal, check-in, breakup

When to Build

• New product launch — Reps need a single source of truth
• New market segment — Different buyers need different approaches
• New hire ramp — Playbooks cut ramp time significantly

Keeping It Living

Playbooks die when they're not updated. Review quarterly, get input from top reps, and remove anything outdated. Assign an owner — if nobody owns it, it rots.

Buyer Persona Cards

Card Structure

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.

Output Format

Deliver the right format for each asset type:

Task-Specific Questions

If context is missing, ask:

1. What collateral do you need? (deck, one-pager, objection doc, etc.)
2. Who will use it? (AE, SDR, champion, prospect)
3. What sales stage is it for? (prospecting, discovery, demo, negotiation, close)
4. Who is the target persona? (title, seniority, department)
5. What are the top 3 objections you hear most?

Related Skills

• competitor-alternatives: For public-facing comparison and alternative pages
• copywriting: For marketing website copy
• cold-email: For outbound prospecting emails
• revops: For lead lifecycle, scoring, routing, and pipeline management
• pricing-strategy: For pricing decisions and packaging
• product-marketing-context: For foundational positioning and messaging