The Sales Enablement Playbook

by Cory Bray

Training salespeople how to talk about their product in the context of pain diagnosis is much more important than training them on what the product does. *Bad: Describe what feature X does. *Good: Describe how customers A, B, and C used feature X to realize Y value. *Bad: Walk the prospect through a comprehensive demo. *Good: Listen for triggers indicating the next logical step in the demo (which could include ending it). *Bad: Start with background or marketplace slides to “set the stage” (they’ll fall asleep). *Good: Start by focusing only on the features that address this specific prospect’s unique pain points as articulated on a previous call.