In the last action guide, we talked about assembling your launch team. Now, we’ll focus on supporting one particular arm of team support: Sales Enablement. 

What Does Good Enablement Look Like?

Sales enablement equips the sales team with the tools and training needed to confidently sell the a product, ensuring it stays top of mind and overcomes any sales resistance. Excellent enablement offers sales members knowledge of who they’ll be selling to and how they buy.

Salespeople naturally gravitate towards the quickest path to quota—sales enablement carves that path by emphasizing market expertise over product features. The primary goal is to show sales teams how this product helps them meet their targets. 

Enablement Approaches: 

• Modular Presentations: Create modular slide decks that allow sales teams to customize presentations. Emphasize solving customer problems rather than just showcasing product features.

• Customer Product Demos: Develop product demos that tell a compelling story focused on both the buyer and the user. Highlight how your product’s features solve real problems through day-in-the-life scenarios. Formalize the demo process with a script and certified presenters to ensure consistency and impact.

• Competitive Insights: Provide competitive intelligence focused on strengths and weaknesses, rather than feature comparisons. Equip sales with insights on how to position your product against competitors and exploit their gaps.

• Customer References: Create a workflow to gather and surface customer references. Secure references right after contract signing, when enthusiasm is high. This timing ensures positive feedback before potential challenges arise.

• Buyer Profile: Offer a one-page Buyer Profile summarizing key buyer characteristics. This snapshot helps sales quickly understand who they will encounter in the wild and how to engage them. 

• Sales Playbook: Develop a Sales Playbook that consolidates key selling tools and strategies. Include buyer insights, messaging, and tactics for neutralizing competition, all in one accessible resource.

With these enablement strategies in place, your sales team will be fully equipped to drive success and meet their targets with confidence. Let's take these steps to ensure your product launch not only reaches but exceeds its potential.