sales-enablement

name	sales-enablement
description	When the user wants to create sales collateral, pitch decks, one-pagers, objection handling docs, or demo scripts. Also use when the user mentions 'sales deck,' 'pitch deck,' 'one-pager,' 'battle card,' 'objection handling,' or 'demo script.'
allowed-tools	Read, Write, WebSearch, WebFetch, AskUserQuestion
model	sonnet

Sales Enablement

Expert knowledge for creating sales collateral that helps reps close deals: pitch decks, one-pagers, battle cards, objection handling guides, and demo scripts.

What Sales Enablement Does

Sales enablement gives your sales team the content, context, and tools to have better conversations faster. Without it, every rep invents their own story. With it, your best rep's approach becomes the default.

Pitch Deck Structure

Problem/Solution/Proof/Ask Framework

The most effective B2B pitch deck structure:

Slide 1 — Title + Hook

• Company name, one-line description
• Optional: a striking stat or problem statement that creates immediate context

Slide 2 — The Problem (Stakes)

• What is the problem your buyer lives with?
• Make it specific and concrete — paint the pain
• Quantify if possible: "The average [ICP] spends X hours/week on this"

Slide 3 — Why Now (Market Context)

• What's changing that makes this problem more urgent or the solution possible?
• Regulatory change, technology shift, competitive pressure, or market inflection

Slide 4 — Your Solution

• One sentence: what you do and the outcome it creates
• Screenshot or product visual (real product, not illustration)
• Do not list every feature — show the core value

Slide 5 — How It Works (3 Steps)

• Simplify to 3 steps or phases
• Even complex products can be explained in 3 phases
• Include a product screenshot for each phase

Slide 6 — Results / Proof

• 3 specific customer outcomes with numbers
• Logos of recognizable customers
• Case study snippet: "[Company] reduced X by Y% in Z timeframe"

Slide 7 — Why Us (Differentiation)

• 3 things you do meaningfully better than alternatives
• Each must be specific and defensible, not "world-class" claims

Slide 8 — Pricing (or How We Work Together)

• For mid-market: show pricing tiers or starting price
• For enterprise: show "we work in 3 phases" or typical deal structure
• Don't hide pricing if you have it — it saves everyone time

Slide 9 — Next Steps

• Specific: what happens after this meeting?
• "We'd propose a 2-week pilot with your [team] starting [timeframe]"
• One clear ask

Optional: Appendix

• Detailed feature list
• Security/compliance details
• ROI calculator
• Integration ecosystem

Deck Design Rules

• One idea per slide (maximum two)
• Minimum font size: 24pt for body, 36pt for headlines
• Visuals > text — if a slide is all bullet points, convert to visual
• Dark mode decks are harder to read in bright conference rooms — use light backgrounds
• Export as PDF for sharing; use live deck for presenting

One-Pager Structure

A one-pager is a single-page leave-behind that covers the essentials for a prospect who won't read more.

One-pager layout:

[HEADER: Logo + Tagline]

[PROBLEM: 2-3 sentences — the pain you solve]

[SOLUTION: One sentence + key visual or screenshot]

KEY BENEFITS:
• [Benefit 1] — [One-line proof]
• [Benefit 2] — [One-line proof]
• [Benefit 3] — [One-line proof]

[SOCIAL PROOF: 1-2 short customer quotes with names and titles]

[HOW IT WORKS: 3 simple steps]

[LOGOS: 6-10 customer logos]

[CTA: Start free trial / Book a demo / Contact us]
[CONTACT: Website, email, phone]

One-pager rules:

• Designed for scanning, not reading — headline hierarchy carries the message
• Everything must survive being folded, emailed, or photographed by a phone
• No features that require explanation — only outcomes
• Max 300 words of actual copy

Battle Card Structure

A battle card is an internal sales tool for competitive situations. It is not a customer document.

Battle card sections:

Header:

• Competitor name + logo
• "Win against [Competitor] when..."
• "Lose to [Competitor] when..."

Quick Summary:

• 3 bullets: why we win, why we lose, ideal situation for using this card

Their Strengths (be honest):

• What do they genuinely do well?
• What customers are they a good fit for?

Their Weaknesses:

• Specific, verifiable gaps — not attacks
• "Their reporting doesn't support [specific use case] — we've seen customers tell us [direct quote]"

How They Position Against Us:

• What will the prospect hear from the competitor?
• Verbatim if you have it from sales conversations

Our Response to Their Claims:

• For each competitor claim: our counter, with evidence
• Keep it factual — emotional responses lose deals

Objection Handling for This Competitor:

They Say	We Say
"[Competitor claim]"	"[Our counter with proof point]"

Customer Wins Against This Competitor:

• 2-3 specific wins with the deal context and winning reason

Price Comparison:

• Their known pricing vs yours (if available)
• "How to handle price objections when they're cheaper"

Objection Handling Guide

Document and systematize responses to the top 10 objections your sales team faces.

Objection documentation template:

Objection: "[Exact wording the prospect uses]"

What they really mean: [The underlying concern — fear of wasted budget, political risk, etc.]

Our response:

1. Acknowledge (don't dismiss)
2. Clarify (make sure you understand the real concern)
3. Address (with specific proof, not platitudes)
4. Confirm (did that address it?)

Example:

Objection: "We're already using [existing tool] for this."

What they really mean: "I don't want the switching pain and I'm not sure you're meaningfully better."

Response:

1. "That makes sense — [existing tool] is widely used."
2. "Can you tell me how that's working for you? Specifically for [relevant use case]?"
3. "Where we typically add value beyond [existing tool] is [specific gap]. For example, [Company] was using [existing tool] and switched because [specific outcome]. Migration took [X] days with our support."
4. "Does that address your concern, or is there a specific part of [existing tool] you'd want to keep?"

Demo Script Design

A demo script is a structured guide — not a word-for-word script — that ensures the demo stays focused on value.

Demo structure:

Before the demo (discovery):

• "Before I show you the product, can you tell me what's driving you to look at solutions like this right now?"
• "What does your current process look like?"
• "What would success look like in the first 90 days?"

Demo opening:

• "Based on what you told me, I'm going to focus on [specific use case] and [specific problem]."
• Anchor the demo to their situation before showing anything

Core demo flow:

1. Show the exact outcome they care about first (don't build up to it)
2. Show how they'd set it up for their use case
3. Show the one feature that solves their primary pain
4. Show the reporting/visibility they get

Demo do's:

• Use their company name in demo data if possible
• Show the most important thing in the first 5 minutes
• Stop every 5-7 minutes and ask "Does this match what you're looking for?"
• Keep total demo to 20-30 minutes

Demo don'ts:

• Don't show every feature — show the features that matter to them
• Don't read from the screen
• Don't apologize for anything ("this is a bit rough...") — it undermines confidence
• Don't assume they're following — check in

Demo closing:

• "Based on what you've seen today, where does this land for you?"
• "What would need to be true for this to be a clear yes?"
• "What are the next steps on your side?"

ROI Calculator Design

If your product saves time or money, build a calculator.

ROI calculator structure:

Inputs (what the prospect fills in):

• Current team size (relevant to the problem)
• Hours per week spent on the problem
• Average fully-loaded hourly cost (provide default)
• Any other relevant cost driver

Calculation (show the math):

• Current annual cost of the problem = [inputs multiplied]
• Expected improvement with your product = [benchmark from customer data]
• Annual savings = [math]
• Your annual cost = [pricing]
• Net ROI = [savings - cost]
• Payback period = [months to break even]

Output:

• Prominent display of the ROI number
• Call to action: "Book a demo to see if these numbers apply to your team"

Common Rationalizations

Rationalization	Reality
"Sales knows the product — they don't need scripts"	The best rep's approach is often invisible to the rest. Documenting it scales excellence.
"Battle cards are too tactical — let's focus on value selling"	Value selling requires knowing the competitive landscape. Battle cards enable it.
"Our demo shows everything — that's the best way"	Showing everything loses focus. Demos that show exactly what the prospect cares about win more.
"The pitch deck is perfect — we haven't updated it in 2 years"	Stale decks signal stale companies. Review and update collateral quarterly.
"Reps should personalize instead of using templates"	Templates provide the structure; reps provide the personalization. You need both.

Verification

• Pitch deck follows Problem/Solution/Proof/Ask structure
• One-pager fits on one page and is scannable without reading every word
• Battle card exists for every competitor appearing in 10%+ of deals
• Objection handling guide covers top 10 objections with evidence-backed responses
• Demo script defines discovery questions before the demo starts
• Demo shows the most important outcome in first 5 minutes
• All collateral reviewed and updated in last 6 months
• ROI calculator available for products with quantifiable time/cost savings