For most sales organizations, when a sales representative gets in front of a potential customer, that is when they know they can close the deal X% of the time. Content marketing, like Slideshares, blog posts, articles, sales packets, videos, etc., can be viewed by the sales team as simply support material. But, in the modern sales environment, the right sales collateral can make or break the deal, such as using a digital sales aid.
There are three different types of learners: visual (see), auditory (hear), and kinesthetic (do). How people learn is imperative to how they make decisions, and it is a good idea for sales representatives to know how to pick up on clues as to how their prospects learn. A good way to do this is to pick up on verbal clues. For example, a visual learner is going to say “I see what you mean,” while an auditory learner will say “I hear what you’re saying,” and a kinesthetic learner will say “let me try” or “show me how” for a more hands-on experience. When in doubt, assume that the prospect is a visual learner (65% of the general population). So, how does this fit into content marketing and sales collateral?
If you can decipher what kind of learner someone is, then you can provide them with content that will appeal to their learning needs. For example, if your prospect is an auditory learner, then they need to “hear” why your product or service offering is better, right? So, send over a video, podcast, or set up a meeting with them so that they can “hear” why your company does it better. Similarly, if a prospect is a visual learner, then send over an infographic, whitepaper, or video that will visually show them the benefits. And finally, for a kinesthetic learner, provide them with the opportunity to explore the product or service themselves.
Helping prospects come to their own conclusions by providing them with content on a digital sales aid that suits their learning preferences will help you create more qualified leads. Always learn more about the psychology of the customer - that way, you can really speak to their pain points and help them understand why they really need what you’re offering.
Looking for a digital sales aid software that will provide you with information on what’s working for your sales organization and what’s not?
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