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Traditional solution selling... where the B2B sales person forms the relationship early,
and provides the guidance and information needed to move prospects forward... is under
a lot of fire. It's simply not producing the results it used to...
A common statistic found on the web is that ever more sophisticated B2B buyers are typically
60% through the purchasing process before they even contact the first vendor. That means
they've already diagnosed their pain, identified their needs, researched possible solutions,
compared options and alternatives, and are now in the process of narrowing their selection before even calling.
Major changes have taken place in the buying process, and the sales process has got to
change in order to be effective.
Content marketing is the missing link in the modern sales process. Content is what pulls
prospects 60% of the way through the buying process, so why would you stop when they engage
your sales team? The only difference is that in the sales process the content has got to be
even more targeted, more personalized, and delivered at just the right time in the prospect's
buying process.
Clients want and need insightful, helpful content to gain the trust and faith needed
to move forward with a particular solution or company, or sales person in the buying
process. They want the guidance and supporting evidence to build consensus, and make the
buying commitment. They want to be guided... not manipulated or sold.
So where does that leave us in sales? We need to deliver relevant content and information through
every stage of the buying process that help us differentiate and let prospects gain the
confidence to make the right decision. And the most influencal factor for prospects
in the buying process is choosing the company that provides the best information, the most
insight... and the best buying experience. It's about solid guidance with credibility.
And the one who delivers it is most likely to get the sale.
So how do you do that? Deliver relevant content at the right time through the entire buying
process? You've got to enable your sales team with the right content and delivery tools.
It's critical. Enabling the right information at the right time in the right way has no
substitute.
Now we're not just talking about standard product information and biased comparison
charts. We're talking about content and information that challenges the buyer and makes them consider
all aspects of their decision.
Here are some examples...
Independent research that exposes common challenges and confirms the need for a solution like
yours. Articles and information that provide insight
and education on best practices, implementation considerations, and industry trends relating
to the problems your prospects are addressing. Case studies that show how other clients leverage
your solution to improve their situation. And product information... but tailored to
align with your prospects challenges so they don't have to connect the dots.
And within this equation... you position your products, solutions and services in the best
light possible... with you, as the trusted advisor.
If you want to learn more about how content marketing can help improve success in
your sales process... we'd be glad to help.
Give us a call Send us an email.
Or just visit our website.