Personas or Ideal Customer Profiles (ICP) Know who you’re selling to and have that information readily available for sales reps to reference.
Even though you may have thorough documentation in your company’s shared drive, a quick one-pager outlining your ICP will help sales reps understand their potential buyer’s pain points at-a-glance.
Battlecards Battlecards are short content pieces that provide a high-level overview of your company’s competitors.
Sales reps use battlecards to sell strategically against a competitor’s offerings and help buyers narrow down their decision.
Some common information on battlecards includes: - Basic company information (e.g. name, location) - Products - Customers - Valuation - Key messaging
Value propositions Value proposition content helps sales reps show a potential buyer how the product can add value to their operations.
Value propositions tailored to personas or industries add relevance to the buyer. They provide an easy reference point for sales reps trying to demonstrate specific ways a product could help a potential customer.
Product comparisons Similar to battlecards, product comparisons are brief pieces of content that compare your products side-by-side with competitors’.
With product comparisons, sales reps can address specific features of a competing product on the spot.
Proposal templates Ready-made proposal templates can help sales reps reduce turnaround time and send out content to close the deal quickly.
Proposal templates can be anything from pricing and quote templates to value proposition content. They also often include elements of the seller’s brand to maintain consistency for the potential buyer.
Case studies Sales teams should have case studies from customers across industry verticals to provide social proof to a potential buyer.
Case studies help buyers understand how they could use and benefit from your product from someone who was once in the same position. Including a customer testimonial in a case study provides another source of truth for buyers making a decision.
Having a few case studies on hand for each potential buyer also demonstrates professionalism on the part of the sales rep.
Internal statistics on product success Internal statistics help make your sales reps’ claims about added value concrete to the buyer. Having a one-pager with top-line statistics about the specific performance of your product shows leads your sales team has done their homework.
Internal product statistics must be consistent across the company, though. It’s important to continuously update your internal statistics: continually referencing one great internal survey from 5 years ago could be a red flag for a potential buyer.
There are infinite possibilities for great sales content. After starting with these 7 essentials, test and evaluate their performance to better understand what types of content your sales team will find most useful.
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