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%."

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

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

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

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

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