3 facts about sales teams and buyers that will help your content break through. You probably don’t need me to tell you how hard it is to get leads right now. Buyers are less inclined to shop in an uncertain economy, their teams are streamlined, and they’re forced to work on tight budgets. But instead of seeing it as a negative, isn’t this really when buyers need your help the most? I think so.
The best way to help them is to understand them. If you learn how buyers operate today and therefore what your sales team faces, you can get through. Here’s a little more about what these groups are going through and how you can create a content experience that takes that into account.
What are the sales teams facing today?
In previous years, shoppers made their purchases in somewhat sequential order. They can purchase and deploy Marketo, and then consider purchasing and implementing a Demand Facility once Marketo is up and running. Today, buying habits are different. Because of a tight budget, your buyers not only have less money to work with but are very particular about where that money is going. There is no “to buy” versus “what do we need now” list.
So what solutions do they prefer? People who can solve their most pressing problems. This shift dramatically changes what your sales team should focus on. Now is the time to get back to basics, articulate your value proposition, and deliver solution-focused messaging first. Your audience needs to know that you understand the pressing challenges they face and that you can give them a specific way to help them.
Rethink your content strategy
Based on the current situation and buyer needs, content strategies from a year or two ago will not be appropriate. You don’t need heavy volumes and keywords; You need useful and engaging content. One piece of highly relevant content that attracts buyers and teaches them something of value is worth 40 other pieces of content produced just because someone asked to do so.
Improve your strategy to engage your audience with your content until they’re ready to chat. Make sure the pieces you create are relevant to their most pressing issues and will be seen as a valuable resource. Also, think about where your buyer gets stuck along the way. Is it on top? Environment? Down?
Examine your data to understand this, rather than making assumptions. If your data tells you that your sales opportunities are mostly stagnant during the consideration phase, find out what barriers buyers are facing at this stage, then create content around that. That way, you’ll build trust, which is the first and most important part of a strong customer relationship.
Editing messages and distributing content
When reviewing your content strategy, pay special attention to the wording of your emails. For example, if you’re using a solution like Salesloft, do something like “Here’s some valuable content I think you’ll enjoy” instead of the usual “Come try the demo “. It shows that you care about the buyer’s current situation and understand the problem, rather than being seen as just trying to promote your product.
If you’ve just had a few dates with someone, you won’t say straight up: “Come live with me. Likewise, your buyers must first trust you and find value in what you have to offer. Only then will they want to explore bigger steps.
There is no one-size-fits-all approach to sales, content messaging, or content experiences. As the economic and business landscape can change dramatically from year to year, organizations must modify their approach to meet buyer needs and preferences. Marketers can help disrupt today by changing their messaging — and the way they deliver content — to meet buyers where they are 카지노사이트.