Business development · 5 February 2020

5 Sales practices your sales reps will thank you for

5 Sales Practices Your Sales Reps Will Thank You for

Sales reps are the backbone to lead nurturing. they’re the ones who know your offering inside out, communicate with prospects daily and leverage your marketing team’s tools to create a solid selling strategy. However, when there’s a disconnect between the two, salespeople are often left in the dark over the resources and support they have available; creating holes in your sales funnel.

Remember, if you help sales close deals, they will become your business? best friend. So, here are five sales enablement tricks you can implement to create a happy, hardworking sales team.

1. Shadow Sales Calls Together?

How often have you heard Marketing isnt delivering enough high-quality leads to sales? and ‘sales isnt doing enough to follow up with the leads marketing sends over

To bridge the gap, ensure the marketing team sit in on sales calls or demos to gain insight on the questions prospects are asking. From this information, they could identify pieces of content that will help sales reps nurture a lead and even discover questions that content could be created for.

When sales and marketing teams work together, companies typically see 36% higher customer retention and 38% higher close rates. So, the more support marketing can give reps, the better equipped theyll be to secure leads in make-or-break scenarios.

Provide Content for Each Stage of the Sales Funnel?

Sales enablement content is there to build credibility, educate prospects and overcome any objections they might have during the customer journey. However, the content needed to push leads over the finish line entirely depends on which stage of the sales funnel they’re at.

If your marketing team hasn’t given salespeople content that can provide the right information, in the right place and at the right time, closing these leads can be almost impossible. In fact, only?35%of salespeople think marketing knows what content they need.

Marketing teams should communicate with sales teams to gain insight on which stages leads frequently to go cold. What content might convince them to re-engage? Armed with content that’s aligned with your buyer personas, sales teams will be better equipped to reach high-value prospects, answer enquiries and most importantly – close high-value leads.

Here’s how content can be used at each stage of the sales funnel

2. Top of the Funnel – Awareness

This is where your inbound marketing efforts come into play, e.g. SEO and paid advertising. Your product or service isnt immediately obvious, so content is used to generate brand awareness amongst competitors and interest in your offering. it’s all about nudging your target audience towards enquiring.

Social Media: Posting awareness-geared content on your channels encourages buyer personas to like, comment and share your content with their followers. they’re getting to know your brand, products and services so that when they need what you’re offering, youll be at the front of their mind.

Infographics: A visually engaging way to talk about a certain topic. They often show statistics and data in a format that’s easy to interpret. Infographics are a great tactic for attracting the reader’s attention and encouraging them to get in touch for more information.

Videos: Perfect for showcasing the people and personalities behind your brand. They make you seem approachable and on-hand to help, which is essential for persuading buyer personas to enquire. Brand films are ideal for sharing your company’s values and mission, while how-to? videos allow you to answer questions and share actionable advice with visitors.

?Middle of the Funnel – Consideration?

Usually cited as the most crucial part of the sales journey, the consideration stage? focuses on your sales team’s efforts. Leads at this part are exploring their options to conclude whether purchasing from you is the best option. Reps should be using content here to build relationships and showcase how your offering is the best solution to their problem.

Case Studies: A method for telling a client success story without it being a typical sales pitch. Strong case studies contain a few essential ingredients: a clear story, quantifiable results and of course, a reputable source to provide a testimonial (e.g. client). They should be completely customer-centric, not just talking about your business. Sales teams can use case studies to promote how your business prioritises your customer’s individual needs, something many fail to do in their sales material.

eBooks:? These full-circle documents can speak to the needs of high-potential prospects whilst sales teams focus maintaining communication. They promote how a specific product or service will provide the solution to a prospect’s needs. E.g. an eBook for a small business finance company could be Why X Small Business Finance is the Perfect Alternative to Traditional Lending. Include a call-to-action in each eBook to encourage a prospect to schedule a call or request a product demo.

Blog Posts: At this stage, blog posts should focus on decision-lead content. For example, a blog post for a small business finance company could be Why X Small Business Finance is the Best Alternative to Traditional Lending. Ask your sales reps the questions that customers frequently ask and base your blog content around answering them. Reps can send these posts out to leads who want answers during this crucial sales funnel stage.

Bottom of the Funnel – Selling

The final stage where your sales team are doing all they can to give leads a little extra push towards purchasing. Content here must bridge the final gap between the free value you’ve been providing and your paid product offering.

Testimonials: Create a series of emails where customers share their experiences with you. These can be tailored to the customer’s processes before purchasing your product or service and how using it improved things.?

Webinars: The goal of webinars here is to showcase your product or service’s value and demonstrate their different uses. What’s more, the Q&As at the end add immediacy which allows the audience to obtain information that’s important to them. Make webinars accessible on your website and include in drip campaigns that your sales teams send to prospects whore close to the finish line.


 
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ABOUT THE EXPERT

Adam Little is the CMO of DataDwell

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