Content format infographic below
Selling technical products, software and services usually involves giving prospects access to information that educates them about the product, and inspires them to use it. This information is now commonly referred to as ‘content’ (as in ‘content marketing’).
The content has a purpose. Your prospect is looking for help to make a solid decision. They want to minimise risk and achieve an optimum outcome.
Only 3% of prospects want immediate contact
However, it’s important to note that this research (infographic below) shows only 3% of prospects want to be contacted after accessing the first piece of content.
That’s why it’s important to have a content strategy. You need multiple pieces of content across suitable topics, and to varying degrees of detail.
Keep in mind that this content can also be used as a sales tool. Sellers should know how and when to introduce the information to support their sales conversations.
From a sales perspective you should also have a sales process that is aligned to how your clients make buying decisions. And importantly, have the patience to work that process.
Don’t ‘jump the gun’ and put pressure on the prospect before they are comfortable to engage in a more detailed and personal interaction. Instead of being seen as keen, they will likely perceive you as being a bit desperate or too salesy.
For help with how to create masterful sales conversations read The Assassin Analogy.
Click image to enlarge.
For more information on developing sales tools that enable effective sales conversations contact Stuart for a no-hassle, no-pressure exploratory discussion.