Part 2: How Buyer Centric is Sales

How buyer centric is your sales team?

This is the second and last post in this blog series on how your approach to sales affects your buyers. Quick recap of the first post, your buyer has done his research. They downloaded a few Ebooks, started a free trial, looked at your site, and finally scheduled an appointment with a sales rep. Demand Metric research uncovered that 60% of sales reps often have a bad sales experience during their meetings. If your sales rep is already feeling like they had a bad meeting, then how do you think the buyer is feeling? Be careful that you’re not scaring off your buyers, as this doesn’t only affect the brand, but also your sales.

Demand Metric also uncovered that about 72% of salespeople and marketers agree that these bad sales experiences result in an immediate loss of revenue. In other words, marketing just wasted their time attracting the lead and sales blew up their pipeline. These are just the direct results. What happens when your prospect starts talking about his bad sales experiences?

Prevent these bad experiences

For every problem, there is a solution. In this case, it means building a uniform brand experience across each stage of the buyer process. Marketing has to represent the brand well during the early stages, sales development reps have to maintain quality conversations, and account executives must not mix the messaging during that last stages of the buying process. Seems simple, but in reality, this is the tough part. What are your prospect’s pain points? What are they looking for? How is your offering going to tie in with their current problem? This is very important to proper preparation.

How we sell at Showpad

At Showpad, we encourage LinkedIn research into our prospects before we contact them. LinkedIn is a great tool to help you learn more about your buyers. We encourage sales reps to look at the company size, industry, deployment potential, the functional roles of prospects, and try to envision how our product is going to fit into their strategy.

Once our sales reps have a general understanding of the prospect, we try to customize the follow-up communications. We use Showpad to match our content to the prospect’s context. Usually, this means content for either marketers, salespeople or IT. That said, marketing’s lead nurturing is also based on the prospect’s context or lead source and history of interactions with Showpad.

It’s your turn

This Showpad example leads to the last point I’d like to make: make sure your salesperson is backed up with the right sales content. Marketers need to realise that the focus of their content marketing shouldn’t only be about top of the funnel content, but also the middle and bottom of the funnel. Your sales team needs content that they can use at later stages as well. Yet, how do you analyze whether or not your content is used by your sales team? As a marketer, do you focus enough on the experience in the middle and bottom parts of the funnel?

At Showpad, we create a tool that enables any sales rep to accelerate sales. We allow salespeople to match sales content to context. This enables them to shorten the sales cycle and make it hyper relevant to the buyer. On the other hand, we offer marketers the ability to learn more about how their content affects the buying process with advanced reporting on sales content usage and learn how prospects are interacting with sales collateral. Register for a free 14-day trial to learn more.

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Leigh Shevchik

Dynamic marketing communications professional and strategist with over ten years experience creating and implementing content plans, social media programs and lead generation initiatives. Outstanding writer, editor and oral communicator who has held project manager and lead editorial roles. Passion for building and leading cross-function teams, project management and market research.

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