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Is your sales team wasting your marketing?

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Participating Solution Provider

Is your sales team wasting your marketing?

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Marketing has changed.

It isn’t about sell, sell, sell anymore. Today, sharing content is the way to really get the attention of a prospective customer.  This information, in the form of white papers, checklists, blog posts, videos and pictures gently leads prospects to the conclusion that they need to talk to someone in your organization.

 

Your job is to create a safe welcoming environment for prospects to learn more about your brand. When you do all that, there is a payoff.Your website becomes a lead generation machine. As web traffic increases people who are interested in learning more put their hand up, download a form, give you their email or phone number and invite you to engage them in a conversation.

 

Is the Sales Team Dropping the Ball?

Often companies embracing this strategy see an increase in leads but not an increase in sales. Where is it falling apart? While marketers have embraced their role as information providers, the sales team is still trying to sell the way they always have. They take the leads and try to jump right into hard sell mode. This approach is extremely disorienting to the prospect, who often goes running for the hills as fast as they can. It doesn’t have to be this way.

 

How should a salesperson handle leads generated from content marketing? Become a trusted advisor. In this role, the sales person must listen more and talk less.  To help make this process run smoothly, create a list of standard questions to help you identify their needs and pain points.

 

  • Create worksheets to send to prospects in advance of a sales call. Often prospects won’t know the answers to the questions. That’s okay; the real purpose is to get them talking so you understand what is really important to them. This conversation is as much about discovering if they will be a good prospect for you as it is for them to discover if you will be a good resource for them. 
  • Resist the urge to jump to quickly into sales mode. Taking a more consultative approach can be challenging because sometimes the answer to the question may not be one of your products or services. You need to be comfortable referring prospects to someone else if you really can’t meet their needs.
  • Use your content as follow-up material.  After a sales call, send a follow-up note with a link to more information on the topics you discussed. You will be able to see which prospects are really interested by looking at who downloads the information you are offering. When sales and marketing work in sync, the customer knows exactly what to expect and is more prepared to do business with you.

 

Want to see how this can work for you? Download our guide to inbound marketing.to find out.

Lorraine Ball
Roundpeg
Master Certified Solution Provider