Increase Sales Efficiency with Content: 9 Non-Obvious Benefits for Your Salesperson

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rabia43
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Increase Sales Efficiency with Content: 9 Non-Obvious Benefits for Your Salesperson

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You are about to start or you are already conducting content marketing activities with the aim of being present in the minds of potential customers and building credibility. You may have concerns whether the investment will translate into sales. Will they be reduced when I say that the content prepared once can also be used by your sales team? Learn a few reasons why it is worth improving the skills of a salesperson in this way - for the benefit of your sales.

Focus on valuable content to help salespeople sell better
Content marketing allows you to reach potential customers in a completely neutral way and turn them into regular customers. This is one of the reasons why 73% of B2B marketers and 70% of B2C marketers consider it part of their overall marketing strategy .

But you wonder if it actually makes sense, because… as stated in the report The condition of the content marketing market in Poland – summary of the 2023 study results :

the largest marketers (39%) spend over PLN 200,000 per year on this purpose;
the costs of developing strategy and creating content account for 47% of all expenses and significantly exceed distribution costs (which italy telegram phone number list account for 19% of expenses).
Your concerns may be justified – especially if you run a smaller company and your budget cannot support such a large expenditure on content marketing.

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Will your point of view change when the ready-made content can be used by the sales team to increase the effectiveness of their activities?

Once the texts (or other forms of content) you create are used by salespeople in the sales cycle and start to "bring" customers, you will look at such an expense (of any order) from a different perspective.

Why share content with marketers?
You think that the salesperson's skills are sufficient to close transactions. That's why you wonder what the sales team can benefit from guide articles, case studies, video materials. You are aware of the salesperson's strengths and that they know your product/service very well. They also know what problems potential customers face because they have contact with them.

But did you know that valuable content can support salespeople throughout the entire sales process – even long before the first meeting with a customer?

Here are some reasons why even the most effective sales professional should start leveraging content created by their marketing department.

1. Content helps build trust
Good content affects credibility. When it provides valuable information and helps solve a specific challenge (that a potential customer is facing), it evokes positive associations. And these are one of the elements of trust – so necessary for establishing lasting relationships with customers. Because if you trust someone, you are more likely to buy something from them.

This may interest you : How the content on a company's website affects its customer perception

Let's say you're opening a bistro and you're looking for information about commercial dishwashers. You come across educational articles from brand X on the Internet, from which you gain a lot of knowledge. You read reviews, comparisons, etc. When a salesperson from company X contacts you, you'll approach the conversation with more enthusiasm. There's a good chance that the salesperson will arouse your sympathy because you know and trust the company he represents.

And what would you do if a salesperson from company Y, which you had never heard of, contacted you? Would you be willing to trust him? I bet you would have serious concerns and a lot of questions would arise in your head, including about credibility and whether you can trust this company.

This is what your customers are guided by. Valuable content can pave the way for your salespeople and make it easier to sell.

2. Content helps you prepare better for sales meetings
During a meeting with a potential client, the salesperson's skills are put to the test - the salesperson is in a firestorm of questions. Even if they are well prepared, will they be able to answer all of them exhaustively? The basic and most frequently asked ones - for sure. But what happens when an inquisitive client asks a question about a nuance?

Let's say you're a manufacturer of office containers. Your sales representative meets with a developer who wants to use such structures on a construction site. He's asked about the possibility of using such a container as a place to sleep. He can't answer whether the model is suitable for conversion into a staff hotel.

It turns out that an article appeared on the company blog about using containers to build a staff hotel. The text comprehensively describes the possibilities in this area. If the salesperson had familiarized themselves with the material, they could have immediately convinced the developer to buy containers for such a purpose as well.

Of course, it is impossible to read all the articles published as part of content marketing. Sometimes, however, it is enough to reach the most popular ones to better prepare for the meeting – if only in the context of providing more comprehensive answers, clearer and easier to understand.

3. Content helps you identify customer needs before they enter the sales funnel
In order to make sense of implementing a content marketing strategy, it is necessary to monitor the effectiveness of the activities. Using various analytical tools allows not only to obtain information on the effectiveness of the activities carried out. It also gives access to data on the recipients of the content, e.g. what topics interested them, what content kept them on the site longer.

On this basis, an additional image of the target customer can emerge – along with their pains, needs, expected solutions. Thanks to this, the salesperson will know what to base their sales conversation on . This will have a positive impact on the salesperson's competences.

4. Content helps educate and push down the sales funnel
There is nothing worse than trying to convince a potential customer to complete a transaction. That is why content marketing content should educate rather than persuade them to buy. Providing valuable how-to articles helps push potential customers down the sales funnel.

Let’s say you sell rear-facing (RWF) car seats. Now, take on the role of your customer who is just looking for information about the types of seats available. You need general information – the differences between the main categories (forward-facing vs. rear-facing). Now you know that RWF seats are the better choice for you, so you’re looking for more detailed information, e.g. about safety, how they work, installation, available brands. In the next step, you’ll need a solid comparison of the available models – along with detailed pros and cons. And that’s it – you now know which seat will best meet your expectations.

If you include content tailored to different stages of the buyer’s journey, your sales reps can use it to speak directly to prospects . When they start providing relevant information at each stage (from awareness to consideration to purchase decision), they’ll be more effective at guiding customers through the entire buying process.

Marketing funnel
Use a marketing funnel to create content for customers at different stages of the buyer's journey.
5. Content helps you understand your customers' needs and their way of thinking even better
It is true that the salesperson – as the main point of contact with the customer – knows their needs very well and is the main source of content ideas. However, on the other hand… the Google search engine can tell a lot about the expectations and mindset of potential customers.

It is enough to review the list of the most searched keywords to create articles based on them. And the most popular ones (generating the most traffic) allow you to make sure what doubts potential customers have.

This point ties in with point 2.

6. Content helps maintain consistency in communication
Did you know that credibility is built not only through clear rules of cooperation or good opinions? Consistent communication is of great importance - in accordance with the company's mission and its values.

Let's say you're interested in renting forklifts for your warehouse. You read the company information, read the guides on the website. You already have a certain idea of ​​the company and arrange a meeting with the salesperson. However, something jars with the salesperson - you feel that their communication is somehow disconnected from the company. This does not inspire your trust, you start to feel uncertain. To be on the safe side, you prefer to give up.

Your potential customers may also make this assumption. Don't let that happen... A salesperson who reads the content will know whether their way of communicating with a potential customer is consistent with the company's communication.

7. The content can be used as presentation materials for clients
Does your company have a rich database of how-to articles? Does it publish presentations, videos, and other educational materials? Release them to the world through a salesperson. If they have high substantive value, they can serve as additional materials to present during a sales meeting.
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