Sales Enablement

Sales enablement is the system of content, tools, and training that allows salespeople to have the right conversation at the right time. Inconsistent selling is a systems problem, not a people problem. Enablement fixes the system.

Battle Cards

A battle card is a one-page competitive cheat sheet for a specific competitor. Used in real time during sales cycles.

Battle Card Structure

Competitor: [Name] When they appear: [Stage of sales cycle, deal size, industry, geography]

Category	Competitor	You
Pricing
Key strengths
Known weaknesses
Typical buyer profile
Key differentiators

How they sell against you (their likely attack lines on your solution)

How to sell against them:

• Lead with: [Your strongest differentiator in this matchup]
• Trap question: [A question that exposes their weakness naturally]
• Reframe: [How to reframe their strength as a risk or limitation]

Proof points: [Customer wins, case studies, performance data that counters their claims]

Red flags: [Signals that the buyer is leaning toward them — what to watch for]

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Objection Handling

Structure every objection response: Acknowledge → Isolate → Address → Confirm

Common B2B Objections

"Your price is too high"

• Acknowledge: "I hear you — budget is always a real constraint."
• Isolate: "Is price the only concern, or are there other factors we should work through?"
• Address: Return to the business case. "Let's look at what the cost of the current situation is over 12 months, versus the investment…"
• Confirm: "If the ROI holds up the way we've modelled it, does price remain a blocker?"

"We're happy with our current solution"

• Acknowledge: "That makes sense — switching always has a cost."
• Isolate: "Can I ask — what's working well about your current approach?"
• Address: Identify the gap between their current state and their desired future state. If there's no gap, there's no deal — qualify out.
• Confirm: "If you could [desired outcome] without [current pain], would that be worth exploring?"

"We don't have budget right now"

• Acknowledge: "Budget timing is real."
• Isolate: "Is this a 'not this quarter' situation or a 'not this year' situation?"
• Address: Explore whether the business case justifies creating budget, delaying to next cycle, or phased implementation
• Confirm: "If we could structure this to fit within [current budget constraint], would you want to explore that?"

"We need to think about it"

• Acknowledge: "Of course — this is a real decision."
• Isolate: "What specifically would you like to think through? I want to make sure I've given you everything you need."
• Address: Surface the real objection — "thinking about it" is rarely the real issue
• Confirm: "What would a good next step look like from your side?"

"Send me more information"

• A deflection, not a request. Respond: "I'm happy to — what specifically would be most useful? I want to make sure I send what's relevant to your situation."
• Offer a call instead: "I find it's often faster to walk through it together — could we schedule 20 minutes?"

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ROI Template

A standard ROI calculation framework for use in proposals and business case conversations.

Current State Costs

Cost Category	Current Annual Cost
Staff time spent on [process]	£X
Error/rework cost	£X
Opportunity cost (delayed decisions)	£X
Risk exposure (compliance, churn, etc.)	£X
Total current state cost	£X

Future State Benefits

Benefit Category	Annual Value
Time savings (hours × headcount × rate)	£X
Error reduction	£X
Revenue impact (retention, expansion)	£X
Risk reduction	£X
Total annual benefit	£X

Investment Summary

Total investment (Year 1)	£X
Annual benefit	£X
Payback period	X months
3-year ROI	X%
3-year net benefit	£X

Rule: Use the buyer's own numbers wherever possible. Their estimates are more credible to their stakeholders than yours.

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Onboarding New Salespeople

Enablement responsibility extends to onboarding. A new salesperson who is not productive within 90 days is a system failure, not a hiring failure.

30-day target: Know the product, the ICP, the sales process, and have completed their first 10 discovery calls (shadowing or live)

60-day target: Running their own discovery calls independently, first proposal submitted

90-day target: First deal in late-stage pipeline, full quota responsibility begins