It is well known that competitive pressure is one of the top challenges for salespeople.
And it makes sense why remote selling businesses prioritize sales enablement content strategies to help them close more deals and improve productivity.
But what exactly is “sales enablement” content? Is it about content that is so appealing with engaging topics to customers? Or is it something else entirely.
Sales enablement content is a valuable resource for sales teams. It helps them sell more effectively by providing the tools and information they need to be successful.
In addition, certain types of content may be more beneficial for remote selling, as it requires a different approach when buyers are not physically present to establish trust and build relationships.
So, here are the most common types of sales enablement content recommended for remote selling.
Most organizations have some form of sales enablement content, but many need to realize that this type of content has two broad categories: internal and external.
Internal sales enablement content
Internal content is designed to be used by sales teams to learn about products, enhance skills, or improve sales interactions. Its goals are to
- Enable sales reps to have quick and easy onboarding sessions to increase productivity.
- Build confidence during prospect interactions.
Here is some internal sales enablement content for remote selling.
1. Sales playbook
A sales playbook is a guide with the best practices for sales situations. For example, if a salesperson is in a difficult situation, they can look in the playbook for the best way to solve the problem.
A sales playbook is essential as it turns sales strategy into action. This kind of educational content is provided by a sales leader and includes sales journeys designed to help a specific sales team sell a solution to a group of customers.
This is simplified by giving reps a step-by-step guide about winning week-to-week and month-to-month deals. Moreover, the right sales playbook provides a company with a competitive advantage.
2. Sales battle cards
A sales battle card is a document that enables salespeople to have positive client conversations about winning the deal.
To make it simple, it is a document that has information about,
- Your product or service.
- What is your competition doing?
- How do you price your product or service?
- What makes your product or service unique?
- It also includes possible counter-questions from customers and ways to answer them.
In short, this gives sales reps the high-value talking points they need to win deals. 71% of businesses that use battle cards say they’ve increased their win rates. [source]
3. Customer testimonials
A customer testimonial is a great way to get more leads for your sales team. In addition, having good reviews helps the sales team attract new customers and convert them into paying customers.
People trust online reviews more than marketing materials or salespeople. A report says that 84% of people trust online reviews, and 91% sometimes or often check online reviews before making a purchase. [source]
This kind of sales enablement content comes in many forms, like quote graphics, customer interviews, audio, video, case studies, blog posts, press releases, and more.
Knowing which format will work best for your sales team can be challenging. That’s why it’s essential to find easy mediums for your sales reps to access and find the most relevant quotes for presentations and proposals.
External sales enablement content
External sales enablement content is created for prospects and is typically used in marketing or sales initiatives.
The goal of this content is to
- Give prospects the information they need to make an informed decision about your product.
- Help them understand different use cases or see the product in action.
- To encourage them to take action quickly.
Here is some external sales enablement content for remote selling.
1. Explainer videos
An explainer video is a perfect way to show your buyers what your product is like before they make a decision. These videos are simple, self-explanatory walkthroughs of the product’s user interface, which helps keep prospects engaged in the sales process.
Asking to watch an explainer video is a small commitment, with 244.4 million people in the US watching video content in 2020. [source] Also, it is a great way to grab attention and keep prospects moving forward in the sales cycle. By having an explainer video available, you can ensure that your buyers have all the information they need to make an informed decision about your product.
2. Podcast
In recent years, podcasts have become increasingly popular as more and more people tune in to this unique form of audio content. Whether you’re looking to educate, entertain, or inform your audience, podcasts offer a great way to share your expertise and build trust with your customers.
Not only are they a great source of content, but they also drive traffic back to your website. As a result, it is the perfect marketing strategy for any company that wants to create high-quality, personalized content for lead generation, customer acquisition, or even brand awareness.
Launching a new podcast is exciting but also a bit daunting. After all, the first episode is usually the most challenging time to get listeners. Therefore, promoting the show before and after publishing the first episode on social media channels, mailing lists, and podcast directories is essential.
By promoting your show in these places, you’ll be able to reach a wider audience and get more listeners for podcasts.
While many different types of content are used in a remote sales enablement strategy, the most successful strategies focus on creating and delivering content relevant to the customer’s stage in the buying process. By understanding your buyers, you can create a sales enablement plan that helps you close more deals, regardless of where you or your customers are.
