These 4 easy tips help sellers make the right choices on sales content.Posted on January 22st, 2019 by Jessica Dunn
Selecting the right material or content for a sale is hard, even for seasoned industry veterans.
The seller needs a solution that fits their needs, as well as their buyer. The sales material needs to be broad enough for mass appeal. But at the same time, a specific and customized pitch. The right choice can be hard, and always involves balancing priorities.
“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.” - William Bernbach, pioneer American advertising creative director.
Like musicians rely on conductors, sellers rely on management. They need the guidance to be agile and accurate. They need business intelligence, a variety of content, and to be in sync with the broader company’s efforts.
So what’s the best way forward? Let’s look at some ways you can enable your sellers to make better choices about sales materials.
1. Know your buyers’ needs.
Firstly, tell your sellers they need to know their audience i.e. their buyers.
By knowing the buyers’ business, their products, and common issues in the industry, a seller can be prepared, wherever the discussion may roam. You can’t be overprepared for a sales conversation.
Some launching points for research might include: What problem is the buyer trying to solve? How is this solution the only solution for the buyer? What does the buyer like to do outside of work?
Your research should demonstrate your commitment and trustworthiness. According to research, only 3 percent of people think salespeople are trustworthy. Show you are serious and go beyond a one-size-fits-all sales pitch.
Also, sellers shouldn’t forget to speak to others in the industry, to gain a wider perspective.
Now that your seller has an in-depth understanding of the buyer, it’s time to look at what is available to them in terms of content.
2. Get access to a variety of content.
Your seller wants easy access to a wide array of effective content.
Instead, what they might be getting is a pdf, a brochure, or a two-pager. They download it to their desktop, and they beat it ad nauseam until it’s dead and buried. They may add to the original material or make ineffectual cosmetic changes. They might get a few more weeks of use out of it but it’s still the same result.
It’s natural to prefer the sales materials that bring success. According to a survey, six in 10 salespeople say that when they figure out what works for them, they don't change it. This is far from a best-practice solution.
Your sellers could be silently screaming out for more, better content. But how would you know?
One sign might be a seller “going rogue” and creating their own material. This could lead to problems. Your seller might not be knowledgeable about product details, legal compliance, or brand reputation. Plus, if your seller is spending their own time creating content, that means they inevitably spend less time selling.
Overall, having access to a wide range of quality content is key. That way, they feel unconstricted to try options out and find the best content suited to each client.
With a wide selection, how then do your sellers find the perfect item?
3. Clarify your selection strategy.
What do your buyers want? Or, what don’t they want?
According to research from the Aberdeen Group, when over 250 businesses were asked “What is the biggest turn-off when companies sell to you?” the most popular answer was, “They talk too much about their company and don’t get to know our company”.
So you might say a lot about what your product provides but maybe talk about your relationships. Buyers want to be listened to, to talk, and enter a real conversation—to know you are “on their level”.
If your sellers are not able to meet buyers where they are, with the content they need, they’re not going to make the sale. And vice versa, a buyer isn’t going to enter a deal with confidence if they’re not listened to or don’t have the information they need.
Finally, how can you make the next sales pitch better than your last?
4. Review your selling process. Repeat.
A key element that’s often overlooked in sales is training and support. The best salespeople and their trainers know that their skills don’t come naturally. Or, if they do, they can always do with some refining. Usually, it’s an ongoing and evolving process that can take years to perfect.
Make sure your team knows not only what they’re selling but how they’re selling it. That means understanding concepts such as value propositions, overcoming objections, as well as how to utilize research, case studies, and statistics.
And don’t forget to learn from your sellers. Managers and trainers can always learn from their more successful sales team members. If you have a few stars on your team that are consistently above quota and performing well, you don’t need to recreate the wheel; take lessons that have been learned and apply them across the board.
Find the right sales content platform that suits your needs.
Choosing the right sales material often feels like an art, rather than a science. But by using proven data and analysis, it becomes easier to take the right steps.
A state-of-the-art content delivery platform can make this entire process easier. Triptych is a transparent and user-friendly system that helps your sales reps get on with the business of selling. Fully customizable and scalable, with real-time business intelligence, it’s modern yet simple and works within legal and industry compliance.
Chat with us today to find out how to boost your sales results by 10x.