Sales enablement collateral is more important than ever. According to Forrester research, 86% of B2B purchases stall during the buying process. Great sales and marketing materials drive conversations—and results.
The buyer decision process is complex. Customers are more informed and selective, researching online before engaging with a seller. Not only that, but buyers expect sales professionals to provide insights and guidance to help them make sense of all their research.
To keep sellers ahead of the competition and hitting their targets, they need to become trusted advisors, with access to relevant and impactful sales enablement resources.
Adding Value with Sales and Marketing Materials
Sales and marketing materials enable sellers to deliver the value-driven interactions buyers expect. A simple link to a relevant article, video, or white paper can go a long way toward showing your customer you’re thinking about them and you want to help them succeed.
Unfortunately, sales teams often fall short of buyer expectations. And when customers don’t get the insights they need or see how your solution differs from the competition, they may put the deal on hold.
Without the right content at the right time, your sellers will struggle to engage, differentiate, and convert prospects into customers. Here’s how sales leaders and sales enablement managers can help sellers avoid stalled deals.
Sales Enablement Content to Convince Customers
Sales enablement content helps sellers add value, build trust, educate prospects, overcome objections, and improve win rates. Here are core sales and marketing materials and how they can keep deals moving through the pipeline.
1. Presentation Decks
86% of buyers now prefer to be sold to virtually instead of through traditional face-to-face sales meetings. This means it’s essential to have a well-crafted slide deck to convey your solution. It should show challenges you help buyers overcome in an engaging and logical way that reinforces your positioning.
2. Product Two-Pagers
A two-pager gives a high-level overview of the features and benefits of your product or service. This helps sellers present your solution to the customer and address general pain points and challenges to help sellers explain the value of your offering.
See an example: Download our IMPACT Selling® info packet
3. White Papers
White papers and eBooks are top-of-the-funnel content that promote your company’s thought leadership on a topic that’s important to your industry. They can present proprietary research, industry trends or predictions, or an in-depth explanation of an issue or challenge. These are great engagement tools that enable sellers to offer value to a prospect in a helpful, relevant, and useful way.
See an example: Download the Sales Leader Guide to AI Tools
4. Case Studies
Case studies present the situation, challenge, solution, and results of an engagement with your company. These present real-world use cases and results to help sellers provide proof of value. They are useful in the consideration phase because they provide a third-party endorsement of your solution.
See an example: Review our client success stories
5. Testimonials
Written or video testimonials offer first-hand validation of your product or service. These help build trust and credibility among late-stage buyers.
See an example: Watch a client testimonial
6. Explainer Videos
A short (under two-minute) video that describes your product or service and positions it as a solution to buyer challenges. These are great tools for your company site and for sellers reaching out to new prospects.
See an example: Watch What is IMPACT Selling®?
7. Webinars
Webinars are a great way to highlight the expertise of your internal SMEs, customers, and partners. Recording the sales webinar creates an asset that can be repurposed for blog post recaps and snippets to share with prospects. You can also add them to your site for on-demand lead generation and use them internally for sales training.
See an example: Check out sales performance webinars on demand
8. Solution Sheets
A product sheet describes the technical features and specifications of your product or service and serves as a reference point for sellers if they’re asked to explain them. It may also include pricing information.
Great Sales Content Is Your Competitive Advantage
In a market where most deals stall, the right sales enablement materials aren’t just helpful—they’re essential to your team’s success.
Your sellers are facing buyers who have done their homework and expect more than a standard pitch. They need content that educates, builds confidence, and moves conversations forward at every stage of the sales process.
The sales leaders who win are the ones who equip their teams with materials that actually get used. This means content that’s easy to find, tailored to specific buyer challenges, and designed to create momentum when deals start to slow.
Don’t let outdated or hard-to-find sales and marketing materials be the reason your team misses quota. Invest in sales enablement resources that empower your sellers to break through the noise, add real value to buyer conversations, and ultimately close more deals. Your revenue depends on it.
Find out how The Brooks Group sales consulting services can answer your sales enablement, talent, and strategy questions.
