Salespeople are inveterate storytellers. Their job is to connect with a person, uncover their needs, and use persuasion to create action. Stories help them connect and move their customers. Find out what they are sharing with their prospects. It might be a story about a success another customer had (that you aren’t aware of). Or it might be of something completely outside of the company that illustrates a relevant point.
These narratives could be woven into the content you are creating. Or they could become the content – imagine a video of a salesperson talking enthusiastically about how a customer saved time, money, and energy with your product.
The best stories are the wins. Find out what wins your salespeople have had lately and how they got them. What information proved valuable to the customers? What competitors did they beat, and how? What did the customer say when they decided to go ahead and work with your company?
Salespeople sometimes have big egos, but they have often earned them through hard work and lots of customer engagement. They can tell you what’s happening in the successful engagements with the customers, what they are thinking and what’s important to them. There’s a host of material you can glean and re-purpose.
When you get past the “I don’t have any good leads” bluster, you’ll find that there are legitimate challenges and objections that salespeople are running into. Is there a particular feature that your product lacks or is there a competitor that seems like they are better? Or are prospective customers too comfortable with the status quo and resistant to change?
By learning these, you’ll have a direct line into what sort of content you should be creating. Work with the sales team to figure out which content would help educate and inform customers: Set the sales team up for success. Continue Reading
Step 1 – Single Click to give feedback in the context of a sales opportunity.
Step 2 – Enter scores on the Talking Point using six criteria with unlimited textual comment in the pop-up feedback box.
To make this information even more valuable to the Sales Rep, the data is easily tightened so the report only includes a combination of criteria:
Lists of prospects are created using Artificial Intelligence that include any combination of criteria which can be used as the data source to the Talking Points Feedback Report. The Talking Point Detailed Feedback Report shows all the scores and comments by Talking Point, by Rep, by Date, etc. allowing Marketing or Sales Consultants to update the content based upon user feedback.