70% of buyers say their preferred way to learn about a product or service is reading content, beating word of mouth and video.

It’s one thing to create brand content your buyers can find on your site, but arming your sales team with content? Now, that’s one powerful selling technique.

So, where do you start? And what kind of content is most effective for sales enablement?  

Let’s get into the basics…  

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What is sales enablement content, and why is it so important?

Sales enablement content refers to materials, resources, and tools designed to help sales teams engage prospects and close more deals.  

Good sales enablement content educates, informs, and empowers sales reps to address customer needs, pain points, and objections.  

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10 types of sales enablement content your team needs

1. Infographics

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Infographics mix content with data in a visually appealing way with minimal text. Backed by statistics, this content type can be a secret weapon for sales teams.  

Buyers rely on data to make decisions, helping with research and risk management for more objective decision-making.  

Data-driven organisations are 19 x more likely to be profitable and 23x more likely to acquire new customers, making statistic-filled infographics a great choice for your sales enablement strategy.

Why they work  

Visual storytelling is a powerful tactic. Infographics are 30x more likely to be read than a written article. Bad news for this article, but it's great news if you use infographics in your sales enablement strategy.  

For content to work on buyers, it must be memorable, helpful, relevant, influential and eye-catching. A good infographic should be all of these things and more.  

The human brain processes information a lot faster when diagrams and visuals are involved. So, if you have an important message you want your sales team to relay to customers and prospects, an infographic is a great way to do it.  

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2. Objection Handling Guides

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Objection handling can be a scary phrase for your sales team. But without help overcoming objections, your prospects will look elsewhere.  

Objection handling is a trust-building exercise. Just because there are roadblocks, doesn’t mean the buyer won’t eventually choose you. What it usually means is they need more information or more assurance before making a commitment.  

That’s where an objection handling guide comes in. It’s a structured resource that helps sales teams anticipate, address, and overcome the common questions and obstacles during the buyer's purchasing process.  

Why they work

Objection handling guides help your team anticipate sales objections before they arise and pre-prepare answers to the most pressing questions and concerns.

These guides make sure your team is more responsive and can communicate effectively with prospects to overcome any objections they have about your offering.  

Objection handling is key to building confidence in both the sales reps and the buyer. It shortens sales cycles, improves conversion rates, and helps turn your sales team into more engaged and knowledgeable sellers.  

3. Competitor comparison sheets

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A sales enablement tool that’s often neglected but one of the most important resources is the competitor comparison sheet.  

A competitor comparison sheet is a side-by-side analysis of your product and service against your top competitors on the market. It should cover the features, advantages and benefits of using you over others, helping your sales team articulate why you’re the best choice.  

Why they work

Competitor comparison gives your sales representatives a more comprehensive market understanding. It also positions your product or solution more competitively, which can help them overcome objections (see above).  

This content type is especially valuable when selling in competitive markets like tech, finance, and SaaS.  Say you’re a payroll software company, and you know you have an extra feature your main competitor doesn’t—giving your sales team a feature comparison sheet will help them leverage details like this to their advantage.  

Competitor comparison sheets help you get to the root of your key service differentiators and make it easier for buyers to make more informed decisions.  

4. Customer success stories

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Customer success stories are real-world examples of how a company’s product or service has helped solve a problem or reach a business goal.  

Why they work

This type of sales enablement content is an excellent example of consideration stage materials your team can use to convert leads into sales.  

71% of buyers look at reviews during consideration, so if your sales team is prepped and ready with customer success stories in the wing, just think of the conversion rates.  

The likelihood of the customer having similar, if not the same, challenges as the prospects your sales team are targeting is high. Meaning, this resource is essential if you want to generate higher revenue.  

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‍5. Solution briefs

A solution brief is a short, high-level document that outlines a specific business challenge and presents your product or services as the solution.  

Why they work

A solution brief is a great differentiator in a competitive market. It quickly and accurately shows the prospect the key benefits of your solution and addresses the main pain points that buying from you will solve.

Great solution briefs inspire action, making this type of content most beneficial when targeting decision-makers. They pinpoint the buyer’s needs and help your sales team clearly and concisely explain the value of your solution for a quicker sales cycle.

6. Battlecards

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If infographics are a secret weapon, then battlecards are the ace up your sleeve.

Battlecards are a strategic piece of content used to equip sales teams with short but effective tactics to win sales. They are essentially a cheat sheet for your sales team, with everything they need to position the main USPs of a new service, new product, or new feature to prospects.  

Why they work

Sales teams are often short on research time. Battlecards help your reps understand the key messaging headlines they need to drive home when speaking to prospects.  

They help your team more effectively tailor their pitch and overcome objections for specific products and features.  

7. Sales pitch decks

Sales pitch decks typically consist of slides to introduce prospects, investors, and stakeholders to the value in your product or service. They’re a visual aid with short, actionable insights designed to improve the effectiveness of sales meetings and pitches.  

Why they work

This content type helps build relationships, simplifies complex information, and increases buy-in from potential customers.

Pitch decks help sales teams educate prospects on your company's unique value proposition. They’re essentially a professional storytelling strategy, making it easier to win business and build long-term relationships.

8. Video scripts

Video scripts are used for marketing videos, product demos, explainer videos, sales pitches, training content, and often personal branding.

With the rising popularity of TikTok and Instagram reels, incorporating video content into your sales strategy is more important than ever for prospecting.

Why they work

82% of consumers have cited video as a convincing factor in a purchase. Whether you're asking your sales team to do a product walkthrough or writing video scripts for a how-to guide, this content format is quickly becoming the most popular for consumers.

9. Factsheets

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A factsheet is a one-to-two-page document that presents key information about a specific product, trend, topic, feature, or service. This can be a product factsheet, a company factsheet, or an industry or market factsheet.

Why they work

Factsheets are useful when translating complex data into clear, actionable insights.

Similarly to battle cards, factsheets provide your sales team with clear and concise USPs that they can use to highlight the most important features and benefits to prospects.

As the infographics slightly shorter cousin; factsheets are designed to inform the buyer, be visually stimulating, and build trust in your solutions.

10. eBooks

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eBooks are the most popular tools used by demand generation and marketing teams. And hey, if they’re good enough for marketing teams, they’re bound to be a secret weapon for your sales team.  

They're a digital form of content that provide in-depth information on a specific topic. Ideal for the early consideration stage of buying, these documents are designed to help your sales team inform and educate potential prospects.

Why they work

eBooks are great for educating potential customers and positioning your company and sales team as experts in their field.  

More educated prospects = more engaged prospects, which means higher quality conversion.  

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Ready to start smashing sales targets?

From battlecards to pitch decks, improve your sales journey today with content that converts, strategies that give your sales team confidence, and data-driven insights that build buyer trust.  

To learn more, visit  www.axd.agency or book a free discovery call  with our team.  

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