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In the fast-paced world of sales, presales professionals are the hidden force that ensures success. As the knowledge keepers, it’s our job to make sure the sales team is well-equipped to face customers with confidence. From educating them on products to creating tools and resources that support their journey, sales enablement is a vital part of our role. Of course, the approach can vary depending on the sales environment, but here are some practical things presales can do to make a real impact.
- Start with the Basics: Capability Decks & Service Definition Documents (SDDs)
Before anyone can sell effectively, they need to understand what they’re selling. That’s where Capability Decks and Service Definition Documents (SDDs) come in.- Capability Decks: These are essential for getting the sales team up to speed on who we are, what we do, and how we stand out. Yes, they’re often seen as marketing materials, but they’re just as helpful for sales. A good capability deck covers the basics—company overview, partnerships, top offerings, case studies, and customer logos—so salespeople can confidently pitch to potential clients with a quick elevator pitch.
- Service Definition Documents (SDDs): These go a step further. While a capability deck is a high-level overview, an SDD dives deep into the details. It explains our services, how they fit into the market, common use cases, key technologies, pricing, and even competitive insights. Think of it as the next level of the conversation—once a salesperson has piqued a customer’s interest, the SDD helps them explain exactly what we offer and why it’s a great fit
- Build on the Foundation: Starter Kits, Playbooks & Shareable Artifacts
Once the sales team has the basics down, the next step is helping them understand how to sell. This is where presales can provide practical resources that guide them through different stages of the sales process.- Starter Kits: These are quick-reference guides that help sales reps start conversations with prospects. They’re designed to give just enough information to start talking confidently. Things like key messaging, scenario-service mapping, and pitch templates can help the team craft great opening lines and get prospects interested. Plus, these kits serve as handy go-to documents throughout the sales cycle.
- Sales Playbooks: If the starter kit is the cheat sheet, the playbook is the game plan. It outlines the process for selling each service, from first contact to closing the deal. The playbook covers customer personas, sales funnel stages, objection handling, and strategies for following up with leads. For example, it might include tips on how to overcome objections when a customer is using a competitor or how to re-engage a prospect with a personalized follow-up.
- Shareable Artifacts: These are great for building trust and giving prospects something tangible to chew on. Whether it’s an eBook on industry trends, a case study of a successful implementation, or a short write-up on a new feature, these materials can be shared to keep the conversation going. It’s helpful to have a few ready-made decks that the sales team can easily send over to prospects—just make sure they’re always up to date!
- Enable Through Engagement: Sessions & On-Call Support
Salespeople are fantastic at building relationships, but they sometimes need extra help understanding the ins and outs of what they’re selling. Here’s how presales can offer ongoing support:- Enablement Sessions: Let’s face it—no one wants to sift through a mountain of documents on their own. A well-structured session, whether in person or virtual, can help sales reps get up to speed faster. These sessions should cover not just service details but also success stories, common objections, and insights into the competitive landscape. A live Q&A can help clear up any confusion and give the team the confidence they need to take the conversation further.
- On-Call Support: Even after training, salespeople may still need support, especially in their initial conversations with clients. Presales can offer valuable on-the-job guidance by participating in early meetings, walking through decks, and answering any tough questions. It’s also a good idea to provide the sales team with a clear contact map, so they know who to reach out to for help when needed.
There’s no one-size-fits-all solution when it comes to sales enablement. Every organization and sales team is different, and it’s important to tailor your approach accordingly. These suggestions are just a starting point, but if you think I’ve missed something or have more ideas, feel free to reach out to me at [email protected]—I’m always open to new insights!
If you’d like to chat about presales, sales enablement, or anything else related to driving sales, ping me on LinkedIn. I’d love to hear from you!
