How to Equip Your Sales Force for B2B Brand Growth

How to Equip Your Sales Force for B2B Brand Growth

Think beyond the standard sell sheet to enable meaningful conversations with buyers.

For challenger brands and small B2B marketing teams, the point of sale may be the only point of contact with a prospect. It’s a critical moment. Tip sales in your favor by leveraging your marketing strategy and creative resources to better equip your sales team and increase conversions upfront.

Such results require keen assessment of the bigger picture. Are the brand assets you have on hand spurring the momentum you need? Here’s how to get going.

Build data-driven, creatively charged selling tools from the start.

Effective sales tools are a conversation starter. They quickly answer a need or present a new solution to pain points. How well do your sales tools actually speak to your buyers? The answer depends on how those buyers are making decisions, and how they best interact with your teams in the field. While there’s no one-size-fits-all solution, the smart approach is to define your strategy with data-driven insights.

Keep aligning, keep connecting.

As the complex B2B sale continues to evolve, it’s increasingly critical that your sales tools share a common thread with your overarching brand marketing efforts, both strategically and creatively.

Consider the following key elements:

  • Brand-specific selling points that align with your strategy.
  • Educational and training content that buyers return to and trust.
  • Flexible approaches and assets tailored to optimize the seller/buyer relationship.
  • CRM integration to smoothly close the sale and foster brand advocates.

Follow 5 steps to sales-tool success: 

step 1

  1. Start with a well-articulated marketing strategy and brand positioning statement.
Define your audience, the buyer’s journey, key messages, reasons to believe, and competitive positioning.


step 2

  1. Write for an audience of one.

Establish a user persona and speak to them. Think of a specific customer. What are their pain points? How does your offering solve their pain? How do they use or consume content?



step 3

  1. Drive the story with data and insights.

Bolster your brand claims with statistics, trends, and other quick-hitting facts that break up your selling content and add value for the buyer.



step 4

  1. Create flexible assets.

Every relationship is unique. Arm your sales team with tools and assets that can be adapted for individual needs – i.e. formalized presentation decks, printed sales tools, atomized content that can be shared via text/social.



step 5

  1. Ensure consistent brand usage.

Maintain brand ownership with templated files and standardized elements. Set the sales team up for success – not only in the sale but in brand standards adherence. 

Leading B2B requires flexible integration.

Sales enablement is more than whipping up a sell sheet every time a new product launches – it’s an opportunity to equip the sales force with tools that lead to more meaningful conversations around the brand. As the B2B sale continues to evolve, you can stay ahead with a nimble and integrated approach.

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