5 Ways to Make the Most Use of Your Sales Content
In today’s crazy world of sales, one of the best tools a salesperson can have is their sales content. While this content can come in many forms, it typically consists of printed materials, photos, videos and presentations, and other written digital content. When you have great content, it amplifies what you’re selling to your customers, and when you know how to integrate your sales content into your sales routine, you’ll start closing left and right.
If you’re curious about how your sales content can help you close more sales, here are 5 ways to make the most of your sales content.
1. Sales Recruitment
When you’re trying to attract top-level talent to your sales team, you better have some good content to sell them on. Whether it’s a well-designed brochure, a unique business card or website, or the well-crafted copy of a Facebook post, your content has to make potential candidates want to work for you. (PRO TIP: The best part about great content is that you can produce evergreen content that stays relevant long after its publication, like most of the articles we publish on our Spiro blog.) Don’t skimp when it comes to your content or else your recruiters will have nothing to do, because nobody will be interested in working for a company that looks second-rate. You only get to make one impression as a brand, and your content says a lot about your brand en total, so make it count.
2. Sales Training
Your sales content can be utilized for any sales training that you have for new hires as well as for seasoned sales vets. This could be training manuals, training updates, and more. The content you create could be designed for more traditional printed materials such as training packets and other informative content that is typically provided during training sessions, or it could be a more technologically-savvy training presentation that incorporates video and is interactive. Or it could be a hybrid of a print and digital sales training campaign. Whatever works. Remember, please recycle [your content].
3. Sales Presentations
If you want to wow your customers, make sure you have one slick sales presentation. If you’re not a PowerPoint master, it is highly suggested you pull an intern that is aside and offer them fifty bucks or go hire a freelancer, because your sales presentation can make or break a sale. If your sales presentation looks like it was put together by a third-grader, why would your customers want to do business with a company that approves of a third-grade aesthetic? It can be difficult these days, as many people’s phones preoccupy them during meetings, training sessions, and throughout the rest of the workday, so when you need their attention, your content has to stand out and grab their attention.
4. Sales Analytics
Your content can be used to generate sales analytics that can help in testing certain sales approaches (i.e.; cold-calling vs. email blasts, direct mail vs. web sales), which can save your company costly time and money pursuing dead ends on sales avenues that ultimately aren’t valuable or worth your time pursuing in the first place. Think of this as a soft-sell, your content is going to test the waters and see how audiences respond, then let the sales and marketing teams glean whatever information they need.
5. Sales, Marketing & Advertising
Now this might be the most relevant area that you’ll get the most use out of your sales content. Marketing and advertising create and use a lot of content. If your company has its own marketing & advertising department, the branded content they create will be used across the board; recruitment, training, presentations, analytics, and marketing & advertising! If your marketing campaign focuses heavily on digital output, which is common these days, then craft your content accordingly to best reach your digital audience. Social media management also will require a pro, and only go with someone with proven success with previous campaigns. There are so many uses for your content, but a few include print ads, video ads, exclusive web content, promotional materials, the list goes on…
There are many other ways to use your sales content, but I hope these 5 ways have got you thinking how best you can produce and use your own content.
