Marketing Nous

B2B Sales Training & Performance Improvement

Sales Training Brisbane Sydney Melbourne
  • Home
  • About
    • Testimonials
    • Clients
    • Outsourced Sales Management
  • Training
    • Sales Training
      • Sales Coaching
    • Presentation Skills Training
      • Presentation Skills Coaching
    • Management Training
    • Time Management Training
  • Speaker
  • Sales Resources
    • Guides and ebooks
      • The Assassin Analogy
        • The Assassin Analogy for Technical Staff
        • The Assassin Analogy for Professionals
      • The Sales Training Illusion
      • Sales Performance Improvement Framework
      • Being a Great Sales Coach
      • The Persuasion Principle
      • The Triple C Strategy
    • Sales Articles
  • Sales Blog
  • Contact

The best content format to engage technical professionals

Jul 30, 2015 By Stuart Ayling Leave a Comment

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.

Be patient

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.

7 Epic Content Formats to Reach and Engage Tech Pros

For more information on developing sales tools that enable effective sales conversations contact Stuart for a no-hassle, no-pressure exploratory discussion.

 

 

You might also like:

  • Recruiting a sales person? Stop, until you have done these three thingsRecruiting a sales person? Stop, until you have done…
  • How to structure a sales conversation for successHow to structure a sales conversation for success
  • What does your sales team really need to learn?What does your sales team really need to learn?

Filed Under: Building trust, Content marketing, Prospecting, The Assassin Analogy

About Stuart Ayling

Stuart Ayling is Chief Sales Strategist at Marketing Nous. With many years of sales and marketing experience under his belt he's on a crusade to help expertise-based businesses develop their sales capabilities and achieve their goals. Subscribe to his blog to get the latest resources.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Subscribe to the blog for the latest resources, and get a copy of ‘7 Steps to Create a High Performance Sales Team’

Recommended for Sales Leaders

Watch the presentation full size and download the key point worksheet

Recently on the blog

  • How to manage sales negotiations – will AI help?

    How to manage sales negotiations – will AI help?

    Jan 26, 2021
  • How to say ‘No’ to clients and still have them buy

    How to say ‘No’ to clients and still have them buy

    May 18, 2020
  • Recruiting a sales person? Stop, until you have done these three things

    Recruiting a sales person? Stop, until you have done these three things

    Nov 28, 2019
  • Understanding the emotional experience of clients

    Understanding the emotional experience of clients

    Aug 1, 2019
  • What does your sales team really need to learn?

    What does your sales team really need to learn?

    Apr 29, 2019

As featured in Sales & Marketing Management magazine cover story

download sales training guide

Overview of client feedback

The week following the 2-day training, the team had already commenced implementing some of the learnings from Stuart’s training.
Camille Johnson, CEO

Sales figures have increased by 20% on last year to date!! The team also continue to pick up new customers.
Sharyn Moran, General Manager

Our sales results have increased since incorporating Stuart’s sessions into our sales conference and this has been during a downturn in the market.
Justin Zakaras, National Sales and Marketing Manager

The content of the sessions was customised to suit our customer interactions, with a lot of preparation on the part of Stuart.
Dr. Sunil Kadri, Head of Sales and Business Development


Read complete testimonials ...

Thank you so much for a brilliant session on Thursday. I think the format and content was ideal.
Rennie Colston, Sales Director

We had a very positive result from involving Stuart in our Managers Conference last year.
Russell Varley, Human Resources

The training got us thinking more strategically about how the business is structured. It has really built our capabilities as a management team.
Mia Graham, General Manager


Read complete testimonials ...

Stuart was patient, flexible and knowledgeable. He took the time to truly understand our business.
Helen Zwicker, Executive Officer

The best thing is that I now have a road map of specific marketing activities that can be implemented with confidence.
Donna Cazzolato, General Manager Sales and Marketing

The participants immediately felt engaged as Stuart demonstrated his understanding of our needs and challenges.
Frederic Vanhove, Principal Engineer, Pacific Delivery


Read complete testimonials ...

With only one day we had a lot of material to cover and Stuart created a positive learning environment for all involved.
Kylie Kinsella, Sales Manager Australia & NZ

Bad ideas are expensive in business however with Stuart Ayling, it was money very well spent.
John B. Lonergan, Sales Manager


Read complete testimonials ...

By the next week, sales of this product had doubled from 10% of all new sales to 20%. The extremely cost effective session with Stuart paid for itself within the first week.
Maria Triggs, General Manager

We have already seen a new client on board as a result of the two-day workshop.
Mark Mahoney, Managing Director


Read complete testimonials ...

Stuart put the sales training across in a way they could accept as a part of our service offering with out them feeling like “salesmen”.
Gary McDonald, Managing Director

We were impressed by the approach of Stuart and the simplicity of the program without the hype generally associated with these courses.
Dirk Kuiper, General Manager


Read complete testimonials ...

Verified by Sucuri as a safe site

Read the latest on the blog

  • How to manage sales negotiations – will AI help? Jan 26, 2021
  • How to say ‘No’ to clients and still have them buy May 18, 2020
  • Recruiting a sales person? Stop, until you have done these three things Nov 28, 2019
  • Understanding the emotional experience of clients Aug 1, 2019
  • What does your sales team really need to learn? Apr 29, 2019

About Marketing Nous

Marketing Nous was established in 2000 by Stuart Ayling, Director and Chief Sales Strategist. Stuart works  with expertise-based businesses to develop customised sales training and … Read More >>

Looking for something else?

Stay in touch!

Marketing Nous Pty Ltd
PO Box 5320
Daisy Hill QLD 4127 Australia

Tel: 0407 588 468

Email: info [at] marketingnous.com.au
or request further information

Connect with Stuart Ayling on these social media channels …

Copyright © 2021 · Marketing Nous Pty Ltd · All rights reserved · Tel: +61 407 588 468