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Mike Lieberman, CEO and Chief Revenue ScientistTue, Jan 26, 2016 9 min read

You Already Paid For It – Now Use Content To Close More Sales

Marketing Has Whitepapers, E-Books And Blog Articles, And Sales Should Be Using Them All

Using Marketing Content In The Sales ProcessUnless you’ve been living under a rock, you already know that you need content on your website in order to turn visitors into leads. You’ve also probably invested at least some money into the creation of this content.

You might have hired an inbound marketing agency or a content marketing agency to help produce this stuff. Maybe you wrote and designed it yourself. Either way, you paid for it and now you need to use it.

It’s one thing to use it in marketing, but there are even more ways to use this content in your sales process that are guaranteed to help you get and close more leads, more quickly and for a higher ticket average. Yes, you heard me correctly: Content helps you drive revenue.

Here are five ways to use the content you already have to help you make your sales process faster, stronger and more successful.

Teach Your Salespeople To Listen And Then Respond

Salespeople have many qualities, but listening is perhaps not their greatest attribute. Of course, I’m making a generalization, so no need to send me personal emails. However, most of the salespeople I’ve met love talking. They love telling me how great everything is going to be and how when I buy, the sun will come up all day long.

Today’s buyer doesn’t want to be talked to. They want their questions answered. Now, salespeople have to listen carefully and answer their prospects questions. And, no matter how expert your salespeople are at listening and answering, we can never control exactly what people hear.

This is where content comes in handy. When your prospects ask questions, salespeople should do their best to answer – but they should also be sending along information that answers those questions in more detail.

People really appreciate the person who sends them something. They appreciate the person who goes the extra mile. When you answer their question and follow up with, “I hope I answered that for you, but I have this e-book that goes into even more detail, so why don’t I send that over?” – you’re well on your way to a prospect that likes and trusts you, two of the three ways you make your prospects feel safe.

Build Content Right Into Your Sales Process

In case you want to take content and sales to the next level, you can build content right into your sales process so that everyone sends the same thing to all your prospects at the same time in the sales process. This ensures that everyone gets that important piece of information at the perfect time.

After your initial qualification call, let your prospect know you’re sending them a whitepaper with even more information on their search for services. Again, you get a nice, warm feeling from prospects. Content as part of the sales process does wonders for extending your reach within a single company.

While you’re talking to the CFO, that content you send is getting forwarded to the VP of Marketing, VP of Sales and CTO. Now, it’s just like you spoke to all the power players at the same time. You didn’t have to make one extra phone call. All you had to do was be helpful. That, my friends, is how inbound works.

Automate It With Technology

Yes, this might get a little complicated. Who sent what to whom and when? You want to keep track of that. You want to make sure that if your CFO prospect downloads a whitepaper from your website, you don’t offer her the same whitepaper. After all, you’re a quality organization, so of course you know what was sent to her already and you’re prepared with another option to help her continue her journey.

This can be automated, tracked and reported on with a number of basic CRM and marketing automation tools. This is a perfectly good reason for your salespeople to finally graduate and start using a CRM system. Not only would you see what has already been sent, but you would also see what pages on your website they visited and when, how long they were on those pages and if they converted on any other content from your site.

You can take such good care of your new prospect that your team is continually offering new, fresh and helpful content all through the sales process, as well as use your CRM system to make sure every one of your salespeople is following your new process to a T.

Track The Performance Of Content In Relation To Revenue

Not all content is created equal. Some content works well, while other content doesnt. Use the same tools to keep track of which content converts prospects down and out of the sales funnel and which tools create more questions or slow the process down. This information needs to get back to your marketing team so they adjust their content strategy to produce more forward-moving content instead of the content that doesn’t drive toward revenue realization.

Look At The Entire Click-To-Close Experience

Marketing and sales have changed so dramatically that most of the experts today talk about the experience prospects get with your company from the very first time they visit your website to the time they say, “Yes, we’ve selected you.” That click-to-close experience is very dependent on content in both the marketing phase and the sales phase.

The more remarkable you make your prospect’s experience, the faster they’ll close, the more they’ll spend with you and the bigger percentage of prospects you will have selecting your company over the competitors. It really becomes quite simple. Make that experience remarkable and drive revenue. Leave it ordinary and miss your goals.  

The best way to turn an ordinary sales experience into an extraordinary one is to combine all the recommendations in this article into a methodology that looks at the experience from their perspective and builds that experience up with important touch points, content, multimedia learning and positive interactions. The better you are at this, the more likely you’ll be to hit your revenue goals.

Start Today Tip – Changing anything in the sales arena is hard work. You have to be up for it. Don’t start it only to give up in two weeks when everyone is ignoring you. You either buy in, believe what we’re saying and be passionate about changing it or you dont. There are no in-betweens. So, your tip for today is get ALL IN. You have to see the value in changing everyone’s behavior. You have to see the importance of creating an experience for your prospects. You need to be willing to move out old salespeople who won’t change and bring in new salespeople who will do it the way your prospects want it done. Make that decision today.

Square 2 Marketing – Inbound Results Start With ME!


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.