The book provides actionable takeaways of Mediafly’s Evolved Selling™ approach, via “The 4 I’s.”
INSPIRE: Are you using the right messaging? How do you inspire buyers to “get unstuck” from the status quo and take action? Effective sellers communicate to buyers the cost of doing nothing – for their own career, to stave off competition, and to gain the revenue to survive as a company. Inspiration means teaching and providing the insights and diagnostics to get them to understand where they are broken and what to do about it.
INFLUENCE: Are you using the right content? Are your sellers using the right (dynamic) content at the right time? For content to drive results, your reps need the flexibility to tell the story of the value your product or service brings in the context of the buyer’s business, industry, or challenge – when the buyer needs it.
INTERACT: Are you having the right conversations? Do your sellers go into meeting with the same linear PowerPoint? Or are they collaborating and prescribing customized solutions? Evolved sellers, who approach meetings with interactive selling tools, like ROI and TCO calculators, can tell a value story that gets the buyers attention…and keeps it.
(Lead with) INTELLIGENCE: Do you have the right insights? Is your solution properly integrated with the other key components of your sales tech stack for a holistic view of your buyer? Does it incorporate new and emerging technologies like Artificial Intelligence (AI) and Machine Learning (ML)? Can you effectively track and measure the impact your content has on revenue? Understanding how your content is being used, knowing what content works and what doesn’t, and utilizing those insights to optimize future content efforts ensures your marketing and sales teams have what they need to move deals forward.