In 2014, over 60% of companies will fail to hit their revenue targets.
How do you differentiate your company from the rest of the pack? How do you get your words heard above the noise of competition?
Using personalized content builds a bridge of trust between your company and your prospects. Without this trust, that sale is simply not going to happen.
To differentiate your company from everyone else and to get your prospects truly listening, you need to turn your sales process into a sales enablement strategy. And the only way to do that is with powerful content.
Content = comfort and confidence.
▪ Provide responsive content to both answer questions the buyer asks as well as anticipate the questions they may have down the line. This content typically includes product information, capabilities brochures, pricing data and relevant, interesting details about your company.
▪ Send out helpful insight content from third-party sources to establish your company as a knowledgeable, trustworthy resource. This typically includes research, industry analysis and statistics that assure the buyer they’re on the right track.
▪ Use challenging insight content to address the customer’s pain points from a different, eye-opening perspective. These materials usually include thought-provoking questions, research, statistics and case studies that support your recommendations.
▪ Seal the deal with differentiating content that promotes your company’s unique solutions to their pains and problems. These materials include case studies, product comparisons, focused demonstrations, testimonials, ROI evaluations, consultative analysis and trial evaluations.
In Summary, there is a lot to be said about content marketing, but less is known about using content to enable sales. This is a major problem, considering how content is arguably even more important in the sales process than it is in marketing strategy.
When a buyer contacts a vendor, it means they have done the foundational research. Meaning they now need more specialized information. Yes that is right! The relevant and educational information they can’t easily find online. Without this solid information, there is no comfort or confidence to move forward with that buying decision.
Education trumps the hard sell every time.
Effective content incorporates insightful research and unbiased information, along with supporting evidence for the relevant products and services. This becomes the education factor, as well as disseminating the right type of content at the right points during the sales process, is what’s going to separate you from your competition’s hard sells and generic forgettable processes.
This is how you make a memorable impact and build a real relationship. Simplify the sales role by providing strong marketing content.
Can you define what strong content marketing is and understand its use, so that you can constantly be elevated to another level?
