How to Use Sales Enablement Content to Remove Roadblocks in Your Pipeline

If closing deals were as easy as hitting “send” on a proposal, we’d all have a lot more Fridays off.

However, sales friction is sneaky. It doesn’t show up waving a flag. It creeps in through follow-up questions, mixed messages, and those endless loops where buyers ask for “just a little more clarity.”

If your team’s ever felt like you’re stuck explaining the basics on repeat, you’re not alone. The good news? Smart content can do a lot of heavy lifting before your next sales call even starts.

The Most Powerful Objection Buster

Most sales stalls aren’t because your offer isn’t strong enough. They’re because someone’s still confused. Maybe buyers aren’t sure how you fit their world, or maybe their own team can’t agree on what matters. We’ve seen it:

Sales keep clarifying, buyers keep circling back, and everyone’s patience wears thin.

Strategic sales enablement content explains your value, your process, and your outcomes in a way buyers can digest at their own pace. When things are clear, resistance melts away.

Anticipate Don’t Repeat

Every sales team has a running list of questions you could answer in your sleep:

• What does onboarding look like?

• How long does this really take?

• What happens if something goes sideways?

Instead of answering those on every call, strategic content gets out in front, capturing answers to the FAQs before the buyer ever asks. Now your team can spend less time covering the basics and more time diving into what actually matters.

Help Buyers Get Aligned

You’re rarely selling to one person anymore. There’s always a committee, including IT, finance, legal, and one “project champion” who keeps changing the criteria. Strategic content arms your buyer with the info they need to build internal alignment. Shareable guides, clear timelines, and neutral, fact-based resources make it easy for champions to advocate internally and for teams to actually reach consensus.

Set Expectations, Skip the Surprises

Nothing stalls a deal like a buyer who doesn’t know what comes next. “What am I agreeing to, exactly?” Strategic content spells it out: roles, responsibilities, milestones, and what “done” really means. No overpromising, just transparency. The more buyers know up front, the less they hesitate later.

Sales Teams, This Is for You Too

Sales friction wears sellers out, too. Explaining the same foundation over and over drains energy and slows the whole pipeline. When your content answers the big questions before the meeting, you get to focus on fit and value, not definitions and clarifications. Your team’s conversations are sharper, and everyone’s happier.

Build Confidence, Not Pressure

Nobody likes to feel pushed into a decision, especially on high-stakes buys. The best sales enablement content educates, reassures, and supports buyers at their own pace. When buyers feel informed (not rushed), they move forward with confidence, and confidence is the opposite of friction.

Keep Momentum from Start to Finish

Most deals lose speed at handoff points:

• Marketing to sales

• First call to proposal

• Proposal to sign off.

Strategic content smooths those transitions, keeping the story and the expectations consistent at every stage. No one likes to feel like they’re starting over every time a new person joins the call.

Supporting Complex Decisions

Big decisions take time. Strategic content respects that, offering resources buyers can return to whenever they need a refresher. That ongoing support means less pressure to “decide now,” and more trust that you’re the partner who’ll stick around after the ink is dry.

Get Strategic Sales Enablement Content

Great sales teams close deals. Great sales enablement content clears the path. It helps you skip the endless explanations, reduce back-and-forth, and focus on what really matters:

Building trust, proving value, and moving deals forward with fewer bumps in the road.

If you want your sales process to feel less like a tug-of-war and more like a well-choreographed dance, let’s build the content that gets you there. Borrowed Pen is ready to help you make every stage smoother for you and for your buyers. Book a call now to learn more.