It’s a question every organization asks: what should we use to entice leads and drive sales? You’ll find a lot of different answers depending on who you ask, and none of them are really wrong. Unfortunately, they aren’t necessarily right for your most valuable prospects either. If you’re coming up short as you search for the best sales enablement materials to support your reps, it’s time to reframe the question. 

A Complex Question with a Simple Answer

After hours spent researching, speaking with your reps, and consulting with your industry peers, you’re likely to come to one solid conclusion – you’re asking a trick question. Best is a subjective term when it comes to sales enablement content. What worked for a competitor matters far less than what works for your prospects. What do they find useful? What do they ask for again and again? 

You could ask your reps, but their accounts are still anecdotal evidence colored by their perceptions and biases. Instead, you need real answers based on hard data. With the right tools, that should be easy to come by.  

Robust Access and Analytics

You can’t read prospects’ minds, but your sales enablement platform can give you something even better – real insights into the content they prefer and how they interact with it. When you can see which files were viewed repeatedly, engaged with longer, and sparked further conversations, it’s easy to assess what prospects find useful and what leaves them cold. 

That means your reps can enter every conversation with a clear strategy for putting spec sheets, videos, product images, and more to good use. Research supports the value of this data, with 61% of buyers reporting a more positive sales experience when reps offer relevant materials.

It also makes the selling process smarter before a single conversation occurs. The data and analytics provided by your sales enablement platform can help you better train reps and help marketing understand which materials to prioritize and which to reconsider. It all leads to a smarter, easier, better-informed selling process from start to finish. 

Arm Your Team with StorySlab

Guessing about the value of sales enablement materials should be a thing of the past. When you equip reps with StorySlab, you’ll get real data about which collateral prospects prefer, ensuring you can satisfy today’s leads and prepare for tomorrow’s new clients. Ready to see it in action? Contact us today to see StorySlab in action.