Your marketing team works like a well-oiled machine, using strategy to churn out relevant digital content for multi-channel selling. They keep up with the latest and greatest of the constantly changing digital sphere. They track the efforts of their campaigns, and know which platforms work for your product and they use them properly. They analyze results and adjust efforts accordingly. And it’s working! You’re raking in heightened buzz, leads, brand awareness and traffic. But your sales numbers aren’t necessarily matching up. How do you go from customer awareness to customer purchase, loyalty and advocacy? The sales team has to be prepared to give the customer the old one-two.
1. Reinforce Marketing Message
Your marketing team has delivered the right message to the right person at the right time to bring a customer to arrive at the sales team. Customers are well informed once they reach your sales team, and incoherent brand messages are noticeable and damaging. You need to execute a seamless handoff. Each salesperson needs to know what the marketing team has already communicated to the customer so that they can reinforce the same message. Salespeople need easy access to up-to-date brand messaging that is constantly monitored and updated by the marketing team.
2. Come with New, Relevant Information
The sales team needs to bring the customer even more specialized, more relevant information than the content they received from marketing. If your marketing and sales teams repeat the same information to your customers and stop there, you’re missing an opportunity. Your marketing team has digital aids to help them measure and predictively tailor their campaigns to customers. Your sales team will benefit from advanced technology, too: enter adaptive sales enablement solutions. With the right tools, salespeople can know everything about a customer before getting on a sales call. They can know what the customer is looking for, what they have been looking at, and with whom they have been talking to. Predictive selling tools allow salespeople to advance with answers to specific customer concerns before the customer has even voiced them. They can know what direction to take from the get-go, and use engaging digital sales aids to capture the customer.
Ready to use sales enablement solutions to unify your teams and create highly effective salespeople?
