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Here at Mediafly, we understand how important it is to differentiate your sales pitch. Presenting with the same slide-after-slide presentation for every single prospect isn’t as effective as having an engaging, interactive conversation. Each sales conversation is unique for each prospect, so shouldn’t the sales content be unique as well?
Peter Mollins of KnowledgeTree agrees that presenting in a non-linear fashion is the way to go. In his article, “Predict Which Sales Enablement Content Wins Deals and Advances Prospects,” he identifies areas where sales content should be adapted. To expand on these ideas, we’ve summarized 4 practices to help you cater your sales content to every unique sales situation.
Match Content to the Buyer’s Journey
Salespeople should match the content they use to their buyer’s journey in order to keep the deal moving. If content does not resonate with a prospect at any point in the buyer’s journey, the potential deal could be slowed down or even fall off course completely. For instance, sending a prospect an educational white paper in the decision stage is not typically the best way to provide new information. Content should be tailored to each stage to help prospects make their buying decision easier and faster.
Match Content to the Sales Team
As Mollins states, matching mobile sales content to your sales team’s needs is just as important as matching it to your buyer. One piece of content that a salesperson uses to capture a buyer’s attention may never be used by another salesperson. (As the saying goes, one man’s trash is another man’s treasure.)
The type of content used often depends on the salesperson’s selling style as well as what product or service they are selling. Salespeople need to use content that makes the most sense for them. Choosing appropriate content can be the difference between a successful presentation and a failed one.
Match Content to Sales Feedback
Technology can provide increased transparency into how content is being used in the field. In fact, Mollins states that measuring and improving are the “key lessons from the last 5 years of sales and marketing technology.”
Content managers can take advantage of this transparency to see which pieces of content are used or unused most often while sales managers can push sales reps to use high performing content. For example, technologies like Mediafly’s SalesKit can track how content is used in the field.
Match Content to Marketing
Marketing and sales alignment has become a hot topic in recent years. As the roles of sales and marketing merge, it can be difficult to draw a divide between responsibilities. Therefore, communication is key. While marketing needs to communicate with sales regarding how to leverage content, sales needs to share with marketing key learnings from the field as well as how content is used. Sales teams that work closely with marketing (and vice versa) are more likely to succeed.
In short, it’s important to remember that each sales encounter is unique. Adaptable mobile sales content makes it easy for sales to tailor their approach for each situation. When sales can access the appropriate mobile content, the pitch is more successful.
How do you adapt to different sales situations?
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