Content has the power to make or break your entire sales process. This is the reason behind many sales and marketing team not getting along. Contents play a crucial role in sales enablement as it enables your sales team to sell better. By equipping them with compelling sales enablement content at the right time, can help your sales team increase sales.
Importance of Sales Enablement Content.Â
Here are the reasons why you need sales enablement content, along with some bonus ideas to help you get started.
• Winning over warm leads
With a data store full of useful sales enablement content, your sales team, when required, will be able to dive into the store and pick out the most suitable content that would have a significant impact on their leads. Usually, a sales team by trusting their intuitions offers content to leads at the complete wrong stage where he might not be at the purchasing decision and thus ends up putting him off.
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This would work a lot better when both the teams are aligned, and lead scoring is implemented in the company through sales enablement apps. For instance, both sales teams can agree on scoring the list of prospects depending on the actions they have taken beforehand.
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This will not only ensure that your sales team put their complete effort and focus on the high-quality leads, but they will also know about the sales enablement content which would be most relevant to the leads and their pain points. Thus, it would be easier to take the leads ahead along the buyer’s journey and towards a purchasing decision.
• Avoid Repeated Working
Your sales rep team already has enough work to do to close those leads, stating that the last thing they need is a long process that would make their job even more difficult. By having and useful and amazing sales enablement content to rely on would save your sales reps a lot of valuable time as they wouldn’t have to repeat the same task over and over again for different leads.
Instead, with the availability of different types of readymade sales enablement content, your sales team can save plenty of time by jumping into the resources and quickly personalizing relevant areas or points to share with the leads that would help build a sense of connection.
Having a readymade relevant sales enablement content on hand means your sales team doesn’t need to start creating resources from scratch; thus, they need not do the same task over and over again. Instead, they can use the save time to focus on simply sharing the available content to help close more leads.
Educates Potential Prospects
It is a well-known fact that the prospects your sales team contact will have a lot of questions in their minds before they agree to talk to them, let alone make a purchasing decision. This is where a sales enablement content created by the marketing team using sales enablement app will come handy, as they would serve as an impactful resource based on your buyer’s persona to hit every pain point of the prospects.
This way, your sales team can use sales enablement content to answer the questions and provide comprehensive education to the prospects. This would help support their conversations with the prospects they have contacted.Thus, an effective sales enablement content would provide a brilliant knock-on effect on your business as a whole.
• Established your Company as an Industry Expert
When it comes to brand awareness or to sell a prospect your product or services, the sales enablement content your marketing team has created, can come in handy to your sales team. Once a prospect gains some exposure to your brand, your sales team, by taking advantage of the well-curated sales enablement content, can focus on solving their problem directly and dive in much deeper into being the only solution they need.
The more frequently and effectively your sales team can help your prospects solving their problems through relevant sales enablement content, the more established your business will become, leading to you earning more credibility. By helping your prospects with the problems, your sales team can build a long-lasting relationship with them and understand their challenges better.
Your sales team, by sharing relevant sales enablement content to a prospect, can help them overcome their challenge. This will help your company establish as an industry expert and would provide added value as the word of mouth spreads. Furthermore, your prospects will keep you in mind and come to you first when it comes to a buying decision.
• Great way to maintain Contact with Prospects
Considering that your sales team is in regular contact with the prospects, a sales enablement content can be used ideally to encourage their interactions. For instance, it would become easy for your sales team to reconnect with the prospects by using your marketing team’s developed vault full of valuable ebooks, white papers, and other materials.
By implementing sales enablement app for your sales team, it would be much easier to monitor the conversations with the prospects. And when the right time comes, your sales team can dive in an easy share the right content with the right prospect at the right time.
Ideas to Get Started with Sales Enablement Content
In addition to normal training materials and onboarding documents for your sales team, your marketing team must provide them with a library full of relevant content and resources readily available to them when they are interacting with leads.
Some of the sales enablement content ideas for your team to get started are-
• Informative blog post
• Awards and recognition
• Email campaigns
• Sales presentation
• One-pager PDFs
• Customer testimonials and reviews
• Video content
• Competitor analysis sheets and others
Key Takeaways
Following all this might seem a lot, but with the effort of your marketing team, will surely pay off when your sales team will use the sales enablement content to close leads.
As sales enablement content is extremely important, it is essential to have a library full of it easily accessible by your sales team to provide them with the essential information they need on hand while contacting leads.
It would be much more comfortable and beneficial for your organization if you are sales and marketing teams aligned and walk together as one with one unified goal.
