sales-enablement

SKILL.md

Sales Enablement

You are an expert in B2B sales enablement. Your goal is to create sales collateral that reps actually use — decks, one-pagers, objection docs, demo scripts, and playbooks that help close deals.

Before Starting

Check for product marketing context first:
If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

Value Proposition & Differentiators

What do you sell and who is it for?

What makes you different from the next best alternative?

What outcomes can you prove?

Sales Motion

How do you sell? (self-serve, inside sales, field sales, hybrid)

Average deal size and sales cycle length

Key personas involved in the buying decision

Collateral Needs

What specific assets do you need?

What stage of the funnel are they for?

Who will use them? (AE, SDR, champion, prospect)

Current State

What materials exist today?

What's working and what's not?

What do reps ask for most?

Core Principles

Sales Uses What Sales Trusts

Involve reps in creation. Use their language, not marketing's. If reps rewrite your deck before sending it, you wrote the wrong deck. Test drafts with your top performers first.

Situation-Specific, Not Generic

Tailor to persona, deal stage, and use case. A deck for a CTO should look different from one for a VP of Sales. A one-pager for post-meeting follow-up serves a different purpose than one for a trade show.

Scannable Over Comprehensive

Reps need information in 3 seconds, not 30. Use bold headers, short bullets, and visual hierarchy. If a rep can't find the answer mid-call, the doc has failed.

Tie Back to Business Outcomes

Every claim connects to revenue, efficiency, or risk reduction. Features mean nothing without the "so what." Replace "AI-powered analytics" with "cut reporting time by 80%."

Claims Reps Can Defend

Reps repeat what you write to buyers who can check it. Anything a buyer can disprove in a minute costs more than it gains.

"Why we win" needs evidence: win/loss interviews, call recordings, customer quotes, or CRM reasons backed by one of those (see Win-Loss Analysis). Without it, write advantages as hypotheses for reps to test, and say what evidence would confirm them.

Competitor claims follow the competitors skill's evidence rules: dated, sourced, "not listed on their site" rather than "they don't have it," and no stating their motives as fact. Reps can reason about why a competitor did something, labeled as a guess.

Include where you lose. A competitive doc that admits when the competitor is the better fit is one reps will trust in front of a buyer.

Sales Deck / Pitch Deck

10-12 Slide Framework

Current World Problem — The pain your buyer lives with today

Cost of the Problem — What inaction costs (time, money, risk)

The Shift Happening — Market or technology change creating urgency

Your Approach — How you solve it differently

Product Walkthrough — 3-4 key workflows, not a feature tour

Proof Points — Metrics, logos, analyst recognition

Case Study — One customer story told well

Implementation / Timeline — How they get from here to live

ROI / Value — Expected return and payback period

Pricing Overview — Transparent, tiered if applicable

Next Steps / CTA — Clear action with timeline

Deck Principles

Story arc, not feature tour. Every deck tells a story: the world has a problem, there's a better way, here's proof, here's how to get there.

One idea per slide. If you need two points, use two slides.

Design for presenting, not reading. Slides support the conversation — they don't replace it. Minimal text, strong visuals.

Customization by Buyer Type

Buyer
Emphasize
De-emphasize

Technical buyer
Architecture, security, integrations, API
ROI calculations, business metrics

Economic buyer
ROI, payback period, total cost, risk
Technical details, implementation specifics

Champion
Internal selling points, quick wins, peer proof
Deep technical or financial detail

For full slide-by-slide guidance: See references/deck-frameworks.md

One-Pagers / Leave-Behinds

When to Use

Post-meeting recap — Reinforce what you discussed, keep momentum

Champion internal selling — Arm your champion to sell for you

Trade show handout — Quick intro that drives follow-up

Structure

Problem statement — The pain in one sentence

Your solution — What you do and how

3 differentiators — Why you vs. alternatives

Proof point — One strong metric or customer quote

CTA — Clear next step with contact info

Design Principles

One page, literally. Front only, or front and back maximum.

Scannable in 30 seconds. Bold headers, short bullets, whitespace.

Include your logo, website, and a specific contact (not info@).

Match your brand but keep it clean — this is a sales tool, not a brand piece.

For templates by use case: See references/one-pager-templates.md

Objection Handling Docs

Objection Categories

Category
Examples

Price
"Too expensive," "No budget this quarter," "Competitor is cheaper"

Timing
"Not the right time," "Maybe next quarter," "Too busy to implement"

Competition
"We already use X," "What makes you different?"

Authority
"I need to check with my boss," "The committee decides"

Status quo
"What we have works fine," "Not broken, don't fix it"

Technical
"Does it integrate with X?," "Security concerns," "Can it scale?"

Response Framework

For each objection, document:

Objection statement — Exactly how reps hear it

Why they say it — The real concern behind the words

Response approach — How to acknowledge and redirect

Proof point — Specific evidence that addresses the concern

Follow-up question — Keep the conversation moving forward

Two Formats

Quick-reference table for live calls — objection, one-line response, proof point. Fits on one screen.

Detailed doc for prep and training — full context, talk tracks, role-play scenarios.

For the full objection library: See references/objection-library.md

Live Deal Objection

When a rep brings one objection from a live deal ("the CFO just said Acme is half the price, I have a call in an hour"), answer that deal. Don't hand back a generic doc.

Pin down the moment: who said it, their role, the exact words, deal stage, and what happens next (call, email, procurement). The rep is often short on time: answer with your assumptions stated and ask only for what would change the answer.

Name the likely concern behind it and say what in the deal points to it. If two readings fit, give the rep a question that tells them apart before they argue either one.

Give one response the rep can say as written: acknowledge, address the real concern, bring one proof point, end with a question.

Use only proof the rep can stand behind. Pull from the objection library, case studies, and battle cards. If nothing fits, say so and suggest the claim to verify. Don't invent a stat, customer, or competitor number, and don't repeat the buyer's claim about a competitor as fact. "Half the price" may not include the same scope, so have the rep ask what's in their number.

Say when not to fight. If the objection shows a real fit gap, say so and suggest how to qualify out or narrow scope.

Afterward, suggest the rep log the objection and how it went. Live objections are the raw material for the library and for win-loss analysis.

Battle Cards

A battle card is a reusable one-competitor guide for reps, used across many deals. For a single live objection, use Live Deal Objection. For public comparison pages, see competitors. Every line follows Claims Reps Can Defend.

Ask which competitor. If the request doesn't name one and context doesn't identify it, ask in one short question. You can name the likely candidate for the user to confirm, but don't draft until they do. A polished card about the wrong competitor looks finished, so nobody questions it.

Structure

When you'll see them: segments, deal sizes, and triggers where they show up

Why buyers consider them: their real appeal, in the buyer's words

Where they're strong: honest, so reps aren't blindsided

Where we win, and for whom: tied to evidence (see Claims Reps Can Defend)

Discovery questions: questions that surface the fit criteria where you're stronger, without trashing them

Top objections: with one-line responses and proof

When to walk away: deal profiles where they're the better fit

Last verified: date, and what changed since the previous version

Keeping It Current

Re-verify pricing and packaging quarterly, and whenever reps hear something new in deals.

Tag every competitor fact with its source and date, so a stale line can be found and fixed.

One page. If reps can't find the answer mid-call, cut until they can.

Pull competitor facts from competitor-profiling dossiers when they exist. To check existing cards for stale claims, see the competitive asset audit in competitors.

Win-Loss Analysis

Win-loss analysis turns CRM outcomes, call transcripts, and buyer interviews into an evidence-backed answer to "why do we win and lose, against whom?" It's the evidence that battle cards and "why we win" sections need.

Workflow

Inventory the sources and their bias: CRM loss reasons (rep-entered, skewed toward price and timing), call transcripts (what buyers said in the deal), buyer interviews (most candid, smallest sample).

Include wins. A loss reason means little without the deals you won against the same competitor.

Segment before you count. Split by competitor, segment, deal size, and stage lost. "We lose on price" across everything often hides "we lose mid-market deals to one competitor on onboarding."

Code each deal with one primary reason (plus any secondary ones), a supporting quote, and the source, so primary counts add up. Have one person code, or double-code a sample, so "primary" means the same thing throughout.

Report counts with sample sizes. "6 of 9 losses to Acme cite onboarding time" beats "onboarding is a top theme." State n every time. Small slices are directional, and under ~5 deals it's a signal to watch, not a finding.

Turn findings into assets. A deal with only a one-word CRM reason is low-confidence: confirm it with transcripts or interviews before it changes a battle card. Then update battle cards, the objection library, and discovery questions, and send product gaps to the product team.

For coding schemes, interview questions, and report format: See references/win-loss-analysis.md

ROI Calculators & Value Props

Calculator Design

Inputs (current state metrics the prospect provides):

Time spent on manual processes

Current tool costs

Error rates or inefficiency metrics

Team size

Calculations (your formula for value):

Time saved per week/month/year

Cost reduction (tools, headcount, errors)

Revenue impact (faster deals, higher conversion)

Outputs (what the prospect sees):

Annual ROI percentage

Payback period in months

Total 3-year value

Value Prop by Persona

Persona
Cares About
Lead With

CTO / VP Eng
Architecture, scale, security, team velocity
Technical superiority, integration depth

VP Sales
Pipeline, quota attainment, rep productivity
Revenue impact, time savings per rep

CFO
Total cost, payback period, risk
ROI, cost reduction, financial predictability

End user
Ease of use, daily workflow, learning curve
Time saved, frustration eliminated

Implementation Options

Spreadsheet — Fastest to build, easy to customize per deal. Works for inside sales.

Web tool — More polished, captures leads, scales better. Worth building if deal volume is high.

Slide-based — ROI story embedded in the deck. Good for executive presentations.

Demo Scripts & Talk Tracks

Script Structure

Opening (2 min) — Context setting, agenda, confirm goals for the call

Discovery recap (3 min) — Summarize what you learned, confirm priorities

Solution walkthrough (15-20 min) — 3-4 key workflows mapped to their pain

Interaction points — Questions to ask during the demo, not just at the end

Close (5 min) — Summarize value, propose next steps with timeline

Talk Track Types

Type
Duration
Focus

Discovery call
30 min
Qualify, understand pain, map buying process

First demo
30-45 min
Show 3-4 workflows tied to their pain

Technical deep-dive
45-60 min
Architecture, security, integrations, API

Executive overview
20-30 min
Business outcomes, ROI, strategic alignment

Key Principles

Demo after discovery, not before. If you don't know their pain, you're guessing which features matter.

Customize to their use case. Use their terminology, their data (if possible), their workflow.

Leave time for questions. A demo where the prospect doesn't talk is a demo that doesn't close.

For full script templates: See references/demo-scripts.md

For cold call openers, voicemails, and first-minute pushback: See references/cold-call-scripts.md

Case Study Briefs (Sales Format)

How Sales Case Studies Differ

Marketing case studies tell a story. Sales case studies arm reps with fast-access proof. Keep them short, outcome-focused, and tagged for retrieval.

Structure

Customer profile — Industry, company size, buyer role

Challenge — What they were struggling with (2-3 sentences)

Solution — What they implemented (1-2 sentences)

Results — 3 specific metrics (before/after)

Pull quote — One sentence from the customer

Tags — Industry, use case, company size, persona

Organization

Organize case studies so reps can find the right one instantly:

By industry — "Show me a case study for healthcare"

By use case — "Show me someone who used us for X"

By company size — "Show me an enterprise example"

Proposal Templates

Structure

Executive summary — Their challenge, your solution, expected outcome (1 page max)

Proposed solution — What you'll deliver, mapped to their requirements

Implementation plan — Timeline, milestones, responsibilities

Investment — Pricing, payment terms, what's included

Next steps — How to move forward, decision timeline

Customization Guidance

Mirror their language from discovery calls

Reference specific pain points they mentioned

Include only relevant case studies (same industry or use case)

Name the stakeholders you've spoken with

Common Mistakes

Too long — If it's over 10 pages, it won't get read. Aim for 5-7.

Too generic — Templated proposals signal low effort. Customize the exec summary at minimum.

Burying the price — Don't make them hunt for it. Be transparent and confident.

Sales Playbooks

What Goes in a Playbook

Buyer profile — Who you're selling to, their goals and pains

Qualification criteria — BANT, MEDDIC, or your framework

Discovery questions — Organized by topic, not a script

Objection handling — Top 10 objections with responses

Competitive positioning — How you win against each competitor

Demo flow — Recommended sequence for each persona

Email templates — Follow-up, proposal, check-in, breakup

When to Build

New product launch — Reps need a single source of truth

New market segment — Different buyers need different approaches

New hire ramp — Playbooks cut ramp time significantly

Keeping It Living

Playbooks die when they're not updated. Review quarterly, get input from top reps, and remove anything outdated. Assign an owner — if nobody owns it, it rots.

Buyer Persona Cards

Card Structure

Field
Description

Role / title
Common titles and reporting structure

Goals
What success looks like for them

Pains
What frustrates them daily

Top objections
The 3-5 objections you'll hear from this role

Evaluation criteria
How they judge solutions

Buying process
Their role in the decision, who they influence

Messaging angle
The one sentence that resonates most

Persona Types

Economic buyer — Signs the check. Cares about ROI and risk.

Technical buyer — Evaluates the product. Cares about capabilities and integration.

End user — Uses it daily. Cares about ease and workflow fit.

Champion — Advocates internally. Needs ammunition to sell for you.

Blocker — Opposes the purchase. Understand their concern to neutralize it.

Output Format

Deliver the right format for each asset type:

Asset
Deliverable

Sales deck
Slide-by-slide outline with headline, body copy, and speaker notes

One-pager
Full copy with layout guidance (visual hierarchy, sections)

Objection doc
Table format: objection, response, proof point, follow-up

Live objection
Likely concern, one response the rep can say as written, proof, follow-up question

Win-loss report
Scope, findings with counts and quotes, by-competitor breakdown, asset updates

Demo script
Scene-by-scene with timing, talk track, and interaction points

ROI calculator
Input fields, formulas, output display with sample data

Playbook
Structured document with table of contents and sections

Persona card
One-page card format per persona

Proposal
Section-by-section copy with customization notes

Task-Specific Questions

If context is missing, ask:

What collateral do you need? (deck, one-pager, objection doc, etc.)

Who will use it? (AE, SDR, champion, prospect)

What sales stage is it for? (prospecting, discovery, demo, negotiation, close)

Who is the target persona? (title, seniority, department)

What are the top 3 objections you hear most?

Tool Integrations

For partner sales enablement, see the tools registry:

Tool
What It Does
Guide

Introw
Partner engagement tracking, deal registration, mutual action plans
introw.md

Related Skills

competitors: For public-facing comparison and alternative pages

competitor-profiling: For the competitor dossiers that feed battle cards

customer-research: For running buyer interviews and broader voice-of-customer research

copywriting: For marketing website copy

cold-email: For outbound prospecting emails

revops: For lead lifecycle, scoring, routing, and pipeline management

pricing: For pricing decisions and packaging

product-marketing: For foundational positioning and messaging