Imagine being handed a shiny toolbox on your first day at work. But when you open it, there’s a wrench missing, the screwdriver is broken, and half the things inside you don’t know how to use. That’s exactly how some sales reps feel when they’re bombarded with sales enablement assets that miss the mark.
Let’s fix that. Let’s talk about the sales enablement assets reps actually use. Not the ones that collect digital dust. The ones that get clicked, quoted, and closed with.
What Are Sales Enablement Assets?
These are tools, documents, and resources that help salespeople do their job better. Think:
- Product one-pagers
- Slide decks
- Case studies
- Email templates
- Battle cards
- Demo scripts
But not all of them are born equal. And not all of them get used.
Why Reps Ignore Some Assets
Let’s be real. Sales reps are busy. They don’t want to wade through a 50-page brand guide when they’re trying to close a deal in 10 minutes. Here’s why some sales assets flop:
- Too long or too complicated
- Not relevant to their stage in the sales process
- Hard to find or access
- Outdated or off-brand
Reps want quick wins. Simple, useful tools they can grab and go.
Assets That Reps Actually Use
Let’s break it down. Here are the assets that actually get used — and loved — by sales teams.
1. Battle Cards That Are Short and Sweet
These are secret weapons in competitive selling. But only if they’re clear.
Don’t give them a biography of your competitor. Give them bullet points:
- What we offer that they don’t
- Common objections and quick responses
- Two or three killer strengths
Bonus points if your battle cards are digital and updatable in real time.
2. Case Studies That Tell a Story
Reps love stories. Stories sell. Create case studies that are:
- One page or less
- Full of results, not fluff
- Easy to skim
Great case studies start with the pain. Then show how your product solves it. Then hit ’em with the results.
3. Email Templates That Don’t Sound Robotic
Tired templates kill deals. But good ones save time and drive responses. Keep these in the toolkit:
- Cold outreach intro
- “Following up from our call” note
- Pricing or proposal emails
- Objection-handling replies
Make sure reps can tweak them easily to sound like… well, humans.
4. Product One-Pagers
These are gold when a prospect says, “Can you send me something I can show my team?”
A great one-pager includes:
- A bold headline
- Your product promise in one sentence
- 3–4 key features or benefits
- Client logos or testimonials
Visuals help too. Don’t make it feel like homework. Make it pop.
5. Demo Scripts That Feel Natural
A good demo script is like a GPS. It gives direction but lets drivers take the wheel their way.
Scripts that work:
- Match the structure of the demo
- Include key questions to ask
- List features to showcase at each stage
They never feel read. They feel rehearsed — in a good way.
6. Objection Handling Cheat Sheets
Bad reps fear objections. Great reps are ready for them. Provide a go-to guide for top objections like:
- “It’s too expensive”
- “We’re happy with our current solution”
- “Let me think about it”
Include a smart, human-sounding response for each one. Then let reps riff on it.
Tips for Creating Assets Reps Will Love
You’ve seen what works. Now let’s talk about how to make sure your assets stick.
1. Collaborate With Reps
They’re your end users. Ask them:
- “What do you wish you had at your fingertips?”
- “Which asset do you keep coming back to?”
- “What’s missing?”
Build with them. Not just for them.
2. Keep It Simple
If it takes more than 30 seconds to skim, it’s probably too long.
3. Make Them Easy to Find
Use a central hub like a shared drive or a sales enablement platform. Organize things by:
- Sales funnel stages
- Product line
- Use cases
Need-for-speed is real.
4. Update Regularly
Outdated info is worse than no info at all. Assign someone to review and refresh assets regularly.
Going Beyond Docs — Other Assets That Help
Don’t stop at PDFs. Some of the best enablement assets aren’t documents at all.
- Product videos – Fast, visual, and sharable
- Interactive tools – Like ROI calculators or product selectors
- Customer voice clips – Short audio bites or videos from happy clients
- Internal Slack threads or message boards – Where reps share what’s working in real time
Be creative. Enablement isn’t just about giving reps content. It’s about helping them win.
It’s Not About More. It’s About What Works.
Sales enablement shouldn’t mean dumping dozens of files on your team and hoping they pick the right ones.
Your goal: Give them exactly what they need, when they need it, and nothing more.
Make your assets smart, simple, and super easy to use.
Because at the end of the day,
The best sales enablement asset is the one they actually use.
