sales-enablement

name	sales-enablement
description	Use when the user wants to create sales materials, pitch decks, battle cards, one-pagers, objection handling guides, or demo scripts. Also use when the user mentions 'pitch deck', 'sales deck', 'one-pager', 'battle card', 'objection handling', 'demo script', 'ROI calculator', or 'sales collateral'.

Sales Enablement

Expert knowledge for creating sales materials that move deals forward: pitch decks, one-pagers, battle cards, objection handling frameworks, and demo scripts.

Pitch Deck Structure (9 Slides)

The best pitch decks tell a story in sequence. Every slide earns the next one.

Slide	Title	Purpose
1	Problem	Make the audience feel the pain. Data + relatable scenario.
2	Why Now	Why is this the moment? Market shift, tech change, regulation.
3	Solution	What you do. One clear sentence + product visual.
4	How It Works	3-step process. Not a feature list — a workflow.
5	Traction / Proof	Best metric you have: ARR, customers, case study result.
6	Market Size	TAM / SAM / SOM. Be specific — vague TAMs kill credibility.
7	Business Model	How you make money. Pricing, ACV, unit economics if known.
8	Team	Why this team for this problem. Domain expertise + execution proof.
9	Ask	What you want: dollar amount, use of funds, timeline. Be specific.

Sales pitch variant (not investor): Remove Market Size and Ask. Add ROI evidence and a case study. Compress to 6 slides.

One-Pager Layout

A one-pager is used to leave behind after a meeting or attach to an email. It answers: what do you do, who is it for, why does it work, what does it cost, and what should I do next.

Layout (top to bottom):

1. Headline: Outcome-first. "Cut reporting time by 80%" not "Introducing [Product]"
2. Problem (2 sentences): The pain the buyer knows they have.
3. Solution (2 sentences): What you do and how it solves the problem.
4. How It Works (3 bullets): Step-by-step, buyer's perspective.
5. Social Proof: One specific result from a named or similar customer.
6. Pricing: Starting price or pricing structure. Don't hide it.
7. CTA: One clear next step with contact information.

Battle Card

A battle card is an internal reference tool for sales reps. It is NOT shown to the customer.

Structure:

• Competitor: [Name + one-line description]
• When we win: The 2-3 scenarios where we consistently beat them
• When they win: The 2-3 scenarios where they genuinely beat us (be honest)
• Their pitch: How they position against us (use their words if possible)
• Our counter: Specific reframe, not just "but we're better"
• Proof point: A case study or stat that backs our counter
• Objection handling: Top 3 objections a rep will hear and the response

Update cadence: Battle cards expire in 90 days. Competitor products change. Stale battle cards lose deals.

Objection Handling Framework

Four steps, always in order: Acknowledge → Clarify → Address → Confirm.

Template:

Acknowledge: "I hear you — [restate objection in their words]."
Clarify:     "Can I ask — is that because [assumption A] or [assumption B]?"
Address:     "For customers who've had that concern, what's worked is [specific evidence]."
Confirm:     "Does that address what you were worried about, or is there more to it?"

Common objections by category:

Objection	Real Concern	Address With
"It's too expensive"	ROI not clear	ROI calculation tied to their numbers
"We'll build it ourselves"	Underestimate complexity	Time-to-value comparison, opportunity cost
"We're happy with [competitor]"	Risk of switching	Migration support + risk reversal offer
"We need to think about it"	Missing champion internally	Identify who else needs to be in the room
"Come back next quarter"	Budget cycle timing	Connect to a business event happening sooner

Demo Script Framework

Discovery first. A demo without discovery is a feature presentation. Spend the first 10 minutes learning before showing anything.

Discovery questions:

1. "What's your current workflow for [relevant process]?"
2. "What's the biggest pain point in that workflow today?"
3. "What does success look like for you in 6 months?"

Demo structure:

1. Hook (2 min): Show the single most impressive thing first. Don't build to it.
2. Their problem (3 min): Narrate their pain using their words from discovery.
3. Your solution (10 min): Walk through their specific scenario — not a general feature tour.
4. Proof (2 min): Show one result from a similar customer.
5. Next step (3 min): Ask for a specific commitment. Never end with "let me know if you have questions."

ROI Calculator Structure

The goal: make it easy for the champion to build the internal business case.

Inputs (buyer fills in):

• Number of [relevant role] employees
• Average [relevant activity] hours per week
• Average fully-loaded hourly cost
• Current [metric they care about] rate

Outputs (auto-calculated):

• Hours saved per week / year
• Dollar value of time saved
• Estimated improvement in [metric]
• Payback period at your price

Rule: Use conservative assumptions. An ROI calculator that inflates benefits creates buyer skepticism. Let them adjust inputs and see the math.

Common Rationalizations

Rationalization	Reality
"Buyers want features, not outcomes"	Buyers want to solve a problem. Features are proof, outcomes are the message.
"Our product is too complex for a one-pager"	A one-pager with footnotes is always better than no one-pager. Buyers won't read a 10-page brochure.
"We'll respond to objections as they come"	Ad-hoc objection responses lose deals. Prepare the top 5 in advance.
"Demo first, discovery later"	You can't demo their problem if you don't know what it is. Discovery is non-negotiable.

Verification

• Pitch deck follows 9-slide structure with outcome-first headline on every slide
• One-pager has a single CTA and states pricing
• Battle cards updated within 90 days
• Objection handling guide covers top 5 objections per competitor / category
• Demo script includes 10-minute discovery block before any product walkthrough
• ROI calculator uses conservative inputs and shows payback period