06 December 2017
The content team at Metia produce thousands of pieces of content each year, in over 40 languages. In the relentless need to feed corporate appetites for more content, sometimes it is easy to lose sight of the objectives driving the production process.
Whether with new or existing clients, it is good to get back to first principles and confirm the objectives of every item or each bill of materials. Based on recent conversations, I collected these thoughts to help marketers better support their colleagues in sales.
Why is content increasingly critical?
The sales process is growing more complicated. Customers are engaging with businesses through a diverse range of touchpoints and platforms. Salespeople are no longer in control; buyers are. It’s essential that marketers provide their sales teams with the necessary tools and assets to maintain meaningful conversations with their prospects and customers—and adapt to the new way that customers are buying.
Purchasers don’t want to feel pressured into a sale or hear pushy pitches. They want to form a relationship and gain a sense of trust that will ultimately translate into a purchase. Effectively utilizing sales enablement tools can help your sales teams to engage better and deliver the positive impression your customers are seeking.
What is sales enablement?
It’s a collection of tools, technologies, and processes that grow productivity, increase revenue, and directly impact a sales team’s ability to close a deal.
The objective of sales enablement is to provide a foundation of resources that salespeople can use to successfully engage the buyer from initial buying signals to taking another step along the buyer’s journey. Of course, how you make this happen is more complex.
Types of sales enablement tools
Sales activities include making sales calls, pursuing opportunities, managing major accounts, and targeting prospects. Empowering sales teams to sell efficiently requires various types of content to help them build relationships and close effectively. Below are examples that marketers, in partnership with the sales department, should create to empower their sales teams:
Organize sales content
Once you have a range of sales enablement tools, it’s important to maintain a precisely targeted content library. If you can make it easy for your salespeople to find and access marketing content quickly, it gives them more time to focus on selling. Most companies already have high-quality sales content on their website. Centralize all existing sales content in one searchable, organized, robust repository so the sales teams have the power to drive targeted and informative collateral for your customers.
Organize by themes that address pain points, by case studies featuring customer challenges, by brand story overview, or by product benefits and features. Keep in mind that business needs evolve over time. Content that was relevant to buyers a few years ago may not perform as well today. Keep your content library up to date to ensure sales team success.
Personalized content experience
It is equally important for sales teams to personalize those assets. One of the most useful ways that sales teams can boost engagement throughout the buyer’s journey is by being able to tailor these resources in real time during conversations with their prospects.
Supplying your sales team with approved key messaging that is customizable ensures consistency while allowing them to make changes on the fly. For example, standardized templates like prospect interaction emails (initial outreach, follow-up, and check-ins) that leave space for customization directly from their inbox can dramatically increase productivity.
Sales enablement tools will boost your sales efficiency. The right tools will allow them to understand their customers and the competitive landscape, overcome objections, and provide solutions that your customers are looking for. Building a predictable and repeatable sales process helps make selling easier—and your customers will appreciate the value you offer.