Emerging from the COVID-19 pandemic, many (if not all) companies are hyperfocused on boosting sales. A Google search for “sales enablement” yields millions of results—and a variety of conflicting definitions.

Clearly, sales enablement can mean different things to different people. To some, it’s tools, tactics, and training. To others, it’s all about strategy, data, and analytics. 

To us, it includes all those things—but it always starts with the story.

Like any good book, your sales story should be a page-turner—keeping prospects hooked by engaging, inspiring, and making powerful emotional connections with them.

But too often, the stories sales teams tell are fragmented, overly focused on product specs and features, or misaligned with marketing.

The right story can make all the difference. And because research suggests that 50% of leads are qualified but not ready to buy, telling that story in the right ways at the right stages of the sales funnel is essential for converting new prospects into loyal customers.

But an effective sales story involves more than delivering certain keywords to drive awareness, consideration, and decision as prospects move through the funnel. It should be a holistic, consistent thread that runs through all your communications to prospects—and one that’s laser-focused on the value you offer and the problems you can solve for them.

Here are three critical steps to ensure that your sales team is telling a clear and compelling story about what you offer and why people will want to engage with your brand.