The most common thing in a company is that the marketing team focuses on attracting and satisfying customers and leads (potential customers). However, in their daily activities, they often overlook the needs of one of their most important audiences: the commercial department itself.
It often happens that marketing has created valuable content, but at the time of sale, the commercial is not aware of it or does not have access to all of it. Ensuring good communication between departments makes it possible for corporate content to be useful in direct information with customers and leads.
In order for the sales team to benefit from Sales Enablement content that is really useful, it is essential that there is a good alignment between marketing and sales.
Now, what kind of content should marketing create for the sales team?
The content that the marketing department uses to generate leads (or potential customers) is often not used by the sales team. However, doing so is a good strategy to improve sales.
Having information about what generates content that can improve your sales team is very wide and can be served to both improve the skills of the sales team and to provide customers with a good experience.
And to exploit all this valuable content, it is really useful to have intelligent sales software to digitize all the elements of commercial communication, unify them and also improve the company’s image.
Today we bring you eight types of Sales Enablement content to improve your team’s sales:
1 / Sales arguments
Clearly, a commercial that reads and repeats a script word for word is not ideal. However, it is interesting to be able to ensure that during the conversation the sales team touches on all the important points.
In this sense, sales arguments are content that could add value to your team. It is not about creating a piece to be read exactly, but rather about offering representatives a list of relevant points that they should mention during the commercial action.
In this way, the sales team can benefit from accessing all the information that is necessary to close a sale in a clear, concise and aligned way with the brand strategy.
2 / Catalog and Product Sheets
There is one issue that is unavoidable in order to sell effectively: good knowledge of the product or services offered.
In this sense, content that you should take into account are the catalog or the product sheets. For sellers, it is very useful to have a list with the main products offered by the brand and specific characteristics of those more complex products.
This is content that is essential to dealing with the regular customer, but it can also be the key to success in the first contacts with potential customers.
3 / Success stories
This type of material is highly appreciated by sellers, as it is very useful to be able to show the client good references during commercial interactions.
These contents allow to expose the good results obtained with a client and take advantage of them for future sales. It is possible to approach this content as a simple and effective way to expose the benefits of the product to the customer. But it can also be much more technical and contain important information about the value of the product or service that has been brought to a customer, with detailed statistics.
4 / Multimedia
Multimedia content, such as short videos or photos, can add great values to the sales team’s relationship with potential customers.
These contents, which companies often use to publish on social networks, are of great importance for marketing teams, because they are a tool with a high conversion ratio of potential real customers. The creation and curation of quality content to maintain an active brand presence of social networks are today one of the main functions of the marketing team.
Furthermore, the ability to broadcast messages widely makes networking a Sales Enablement solution that can be very useful for the sales team as well.
The sharing of links and content that the brand exposes on networks is a very effective way in which the sales team can transmit the brand image to the leads. Even more so if content is adapted to the needs of the client that the sales team has detected.
5 / Content research, analysis and comparison of the competition
Content that can be helpful to the sales team provides relevant information about the competition.
It is essential for commercials to know the in-depth characteristics of the competition so that they can transmit to the client what differentiates the brand and make it stand out.
Marketing must ensure that these contents include clear and concise information that the sales team can be easily transmitted to the client to multiply the chances of success in competitive contexts.
6 / Blog posts
They say that the best topics for blog posts are found in the questions that the customers ask. Where can marketing find these questions? Without a doubt, through the commercial team.
It is a bidirectional process. Sales can communicate with marketing about what issues are most important to the customers, and marketing can then generate blog valuable content. In this way, a blog can serve both to generate leads and to educate sales personnel to help them close sales.
7 / Whitepapers and ebooks
The content of whitepapers and ebooks is one of the most technical that can be offered to leads. It is a broad format, which offers very complete and detailed content on a specific topic. This type of content generates user value and conveys authority and seriousness of the brand.
If used well, this content can be a very useful tool that the commercial team can use as a brand reference. But for it to be really useful, good communication between marketing and sales is essential.
If it was already important to the sales team to inform clients about the issues of interest to create blog posts, even more so to be able to focus correctly on this type of much more elaborate content.
Thus, whitepapers and ebooks can be offered to the client that respond to the needs of high-value potential clients. In addition, this type of content can also provide valuable knowledge to expand the training of the sales team.
8 / Onboarding Materials
Finally, it is worth considering the content for the Onboarding process, which is often abandoned by marketing teams.
The reality is that materials for training and incorporating new professionals into the sales team are an essential Sales Enablement tool. Not only can they give new sales reps the information that they need in order to know about the company, they are also an effective way to ensure they are able to get the word out about the company from the get-go.
The preparation of this type of content should also be part of your marketing strategy, as it ensures that there is a good base in the sales team and that a unified brand image is transmitted in all commercial interactions.