Using content in the sales process is a double-edge sword. It can definitely help add value, but it can also kill your competitive position if used incorrectly. There’s a lot of hoopla about “the right content at the right time.” Okay, we get it. But what are the fundamental rules of engagement? What makes content really effect? When and how should it be used?
The most important event in B2B sales is the “meaningful conversation.” When sellers have meaningful, consultative dialogue with buyers about their challenges and how those challenges can be solved. (more…)