Know-Say-Show-Do Enablement Framework

1. Know: This step involves acquiring knowledge and understanding a concept or skill. It may involve reading, listening to a lecture, or participating in a training session.
   
   
2. Say: In this step, the salesperson is encouraged to articulate what they have learned in their own words. This helps reinforce their understanding of the material and identify any areas that require further clarification. More importantly, the salesperson is equipped with what to say to buyers to help buyers understand what to say to others in their organization.
   
   
3. Show: This step involves demonstrating how to apply the knowledge or skill in practice. This could include a demonstration, a case study, or a simulation.  Salespeople show their prospects what they need to navigate their organization by providing content and assets they can use to show their peers and others in the agreement network.
   
   
4. Do: Finally, the salespeople practice applying the knowledge or skill they need to navigate with their buyers by helping their buyers know what steps to take in their organization. Salespeople may need to equip their buyers with change management tools, messages, or other assets to support real-life situations that buyers experience. 
   
   The Know-Say-Show-Do framework is valuable for helping buyers learn and apply new knowledge and skills to drive change, motivate others, and navigate agreements. When sellers help their buyers know-say-show-do, they equip buyers with a systematic approach that supports retention and mastery of new concepts.

Know

Knowledge is important:

It's crucial the buyers understand the information, concepts, skills, or experiences they need.  They must acquire that knowledge by engaging with salespeople and branded or marketing assets to learn, discover, and experience. Salespeople need to know "why" buyers need to do something and "how" to help buyers apply that knowledge to new situations. 

To be successful, salespeople need to know the following:

1. Why are they being asked to run a specific play or approach

2. Who is the target audience

3. Who are the decision-makers

4. Who are the customer persona/buyer roles

5. Who is the ideal client profile

6. What are the target industry (segmentation attributes)

Say

Conversations are important:

Buyers must learn what to say based on various factors, including the situation, the audience, and the purpose of their communication. Salespeople need to equip buyers to know what to say and how to say it. This involves a combination of education, practice, and experience.  Helping buyers know what to say is more about messaging than skill because the message itself is the most critical aspect of buyer-centric communication. While good communication skills are essential, if the message is unclear, poorly structured, or inappropriate for the audience, it will not be effective.

To be successful, salespeople need to know the following:

1. How do we make buyers aware?

2. How do we get buyers curious- Soft questions, connected points, insights

3. What can we help buyers understand?  What other customers are doing (before/after stories), differentiation, how we do it

4. How do we help buyers advocate for our company?

Show

Showing buyers is essential:

Showing buyers something and giving them something to react to is important because it moves the conversation from intrinsic and subject understanding to a more concrete understanding of the benefits and value of what you're discussing.  It's often said that a "picture is worth a thousand words." Giving buyers something to react to is an important part of the sales process and can help you build trust, demonstrate value, and ultimately close more sales.

To be successful, salespeople need to know the following:

1. How to identify prospect needs? 

2. How do we demonstrate value?

3. How do we create differentiation?

DO

Taking action is essential:

Knowing what to do can be challenging due to a lack of information, conflicting priorities, or uncertain situations.  Salespeople must help buyers know what to do if they want to achieve their goals. They also must help buyers make more effective decisions, be productive, and reduce stress. When buyers know what to do, they can act confidently and achieve the desired business impact and results. 

To be successful, salespeople need to know the following:

1. What goals and objectives should I try and help buyers achieve?

2. What is the fastest way to move the sales process forward?

3. What is the best decision to make at this moment?