Sales enablement materials: presentations, proposals and answers that help close conversations

A salesperson who has a good presentation to hand, ready answers to difficult questions and a proposal that can be sent within fifteen minutes sells more easily. Sales enablement materials are a toolkit for talking to customers, consistent with what the company says about itself everywhere else.

What does a sales enablement kit consist of?

The best sales materials are the ones salespeople actually use, because they save them time in the conversation.

Salespeople usually have materials, but scattered, outdated or too generic, so everyone makes their own. A good kit has a few fixed elements, built on one company message:

• a company presentation in a version to show at the meeting and a version to send afterwards,
• a proposal template that a salesperson fills in within fifteen minutes rather than building from scratch,
• answers to the most common questions and objections: price, timing, the risk of changing supplier, comparison with competitors,
• materials for specific industries or products, when the company sells to different customer groups,
• short case study descriptions that can be attached to a proposal as proof.

How do we prepare sales enablement materials?

1. We talk to the salespeople. We ask what helps them today, what is missing and which customer questions they have no good answer to. That sets the scope.
2. We organise the arguments and proof. We base the kit on the company's message and arguments so that the salesperson says the same as the website and marketing.
3. We design and write the materials. The presentation, proposal template and answers are created in one style, with ready-made places to fill in.
4. We test them in real conversations. Salespeople use the materials for a few weeks, we collect feedback and fix what does not work in practice.

What do you get?

• a company presentation in a meeting version and a version to send,
• a proposal template with a ready structure and standard texts,
• a document with answers to customer questions and objections,
• case study descriptions and industry materials, if the company needs them,
• one place with the current versions and a rule for updating them.

When is it worth preparing new sales materials?

• when every salesperson has their own presentation and their own version of the proposal,
• when preparing a proposal takes longer than the conversation with the customer,
• when the sales team grows and new people learn from old materials,
• when the company launches a new product or enters a new market.

Frequently asked questions