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How To Ensure Marketing Content Is Used By Sales To Increase Sales

To increase , research clearly shows ’s message must help salespeople to articulate value. According to a survey of sales leaders, for example, the number one inhibitor to sales people achieving quota is the inability of salespeople to articulate value. That’s ahead of a broken sales process, more leads, or poor sales skills. And customers agree. Only 34% of executive buyers surveyed by Gartner felt salespeople did a good job of communicating business value. And 70% of executive buyers said the number one way to articulate value is for salespeople to share customer stories.

 

To increase revenue, content must help salespeople to articulate value by sharing insight-based customer stories. To execute this strategy, marketing will collect and record on video the top five stories used by the sales team’s star performers to close the most common customer value gaps. Because these stories have been proven to work in the field, these best practice videos will be highly credible with sales.

 

But how difficult will this content strategy be to implement? How hard could it be to show salespeople how to share these five stories? It should be easy. You’re not asking them to do anything differently except share at a minimum one 90-120 second story in a meeting. That’s less than 3% of a 60-minute meeting. If you can’t teach the most basic way to communicate value, then how are you going to scale the sales team?

 

How often has marketing created content only to have it never used by sales? After you collect the top five stories, you wonder how you are going to ensure that each member of the sales team adapts the story to their local market and internalizes it. If you send the stories out to the sales team, won’t most salespeople just look at the story once, and not be able to use it in the heat of a sales call?

 

By delivering content through a video role play platform, marketing content will no longer sit idle in a file never to be used by sales. Instead, the content will be used, because after receiving the message, salespeople will now be required to video record themselves delivering this message. Because salespeople on average record themselves six times before they hit send, salespeople will gain the practice they need to internalize the message so that they can use it in the heat of a sales call. Although this delivery platform will ensure salespeople can deliver the message, it will not ensure that the message will increase sales.

By delivering content through a video role play platform, marketing content will no longer sit idle in a file never to be used by sales. Instead, the content will be used, because after receiving the message, salespeople will now be required to video record themselves delivering this message. Because salespeople on average record themselves six times before they hit send, salespeople will gain the practice they need to internalize the message so that they can use it in the heat of a sales call. Although this delivery platform will ensure salespeople can deliver the message, it will not ensure that the message will increase sales.

 

 

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