The content sales strategy: the secret weapon for your sales process.
Your marketing department works with sales to understand what they need. This way, it’s possible to create relevant material that’s easy for sales to personalize, segment and target.
What kind of content are we talking about here?
- Helpful Insight
- Challenging Insight
1. Be RESPONSIVE.
Today’s B2B buyers expect quick, relevant responses to their requests, no matter where they are in the buying process. Your sales reps must have all your information “on speed dial.” There’s no place for time-intensive search ventures through vaults of mismanaged information, and certainly no room for a hit-and-miss methodology when it comes to relevancy, so make sure all your sales content is both readily available and easily searchable.
2. Be HELPFUL.
Your sales reps must take on a new role: sales guides that efficiently and respectfully escort buyers through the buying process with content that solves their pain points. Once again, that marketing-sales alignment proves its potency: If marketing isn’t creating the content that meets buyers’ needs – that truly helps them – your sales team isn’t going to use it.
3. Be CHALLENGING.
Today’s buyers want information that answers their questions, but they also want information that goes beyond the pains and problems they already know they have. To create value, your content sales strategy has to provide novel insights and new ideas that buyers aren’t already thinking about.
Once again, it’s about being paradigm-shifting problem finders, not perspective-preserving problem solvers. A “safe” content strategy may get you a few sporadic sales here and there, but it’s the game-changing content sales strategy – the one that takes content to the next level, that opens eyes and blows minds – that wins every time.
- A cogent content sales strategy doesn’t mean creating content just to create content.
- Pushing out material just to get your company’s name out there only results in bland, useless content that sends buyers to your more enticing competitors.
- Offer your buyers insights that challenge their perspectives and get them thinking differently about their business.
4. Be DIFFERENT.
Let’s be realistic: The goal here is sales enablement. However, today’s buyers turn blind eyes and deaf ears to companies that simply self promote: fast-forwarding through commercials, signing up for do-not-call lists and investing in highly effective spam filters to keep promotional emails out of sight and out of mind.
So how do you keep your company out there without being intrusive and obnoxious about it? While your content shouldn’t be about your company, it should be about your differentiators: what sets you apart, gets you heard above the drone of your competitors and makes your company’s offerings not only valuable, but indispensible to your buyers.
The International Data Group estimates that when marketing content is not relevant to potential buyers, this disconnect reduces the vendor’s chance of closing a sale by 45%. So don’t think that a simple content marketing strategy is going to get you success. To win in today’s information-saturated market, you need a content sales strategy that leverages the respective strengths of both your marketing department and sales team.
Need help stepping up your sales process with a game-changing content sales strategy?
Fill out this contact form or call 800.771.6011 to take back the wheel for your sales team and get them steering toward sales enablement.