By repurposing and thoughtfully packaging the content you have already published, you can assist your sales force in closing deals.
How many of your sales force’s calls turn into appointments? Probably very few. More and more of today’s buyers don’t want to speak with sales reps about products.
But, then, who will buyers speak to? A LinkedIn survey of 1,500 purchasers and influencers found that 86% of buyers will listen if sales professionals provide insights about their business. What’s more, 92% of buyers engage with a professional if that person is a known industry thought leader.
So, what if your sales force approached prospects not as a sales representative, but as a source of information, insight, and thought leadership? What if you already had the tools to help your sales staff achieve this reputation? If you are publishing original content, then you do.
Let them have content
Arm a sales rep with targeted content to share with prospects during specific moments in the purchase process, and it will advance his or her reputation as a source of knowledge. That can be the key to getting a foot in the door, advancing through the final stages of a purchasers’ decision, or closing the deal.
Here are four easy ideas for repurposing the content you have already created to assist your sales force.
1. Simply share.
Encourage sales representatives to follow your company and its content producers on social media and to share relevant articles with their networks. They can repost both your original content and curated articles as well.
2. Get visual.
Turn your evergreen content into easy-to-read infographics or another visual format. Send with the sales representatives to meetings with prospects, or encourage them to email the content to certain contacts as a lead-nurturing exercise.
3. Gather news.
In planning your content, you likely consider industry news, trends, and happenings. Keep a list of these points and supporting articles, and have the sales team distribute to their contacts on a regular basis, like a newsletter, to demonstrate knowledge of the business landscape.
4. Build case studies.
Develop several case studies from your company’s success stories. Organize them around specific pain points that your buyer personas face. Provide these to the sales team with a list of key points from each study to use as either talking points or to send as follow-up emails to prospects facing the same challenges.
These are a great starting point for bridging the gap between the marketing department and sales force with content. But don’t let it stop there.
Set up a role-playing exercise with your sales team, where you are the customer. Analyze their pitch and see how content can fill the holes. It’s likely you have built a lot of content around many of the reps’ talking points, which they can use to further inform their pitches and to use as lead-nurturing collateral.
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