Help Salespeople Turn Buyers into Customers
If your salespeople aren't stepping into conversations with qualified sales opportunities in parallel with a buyer's expectations, your sales cycles are likely longer than they could be.
Sales Conversation Playbooks
Marketing Interactions works with clients to create strategic sales conversation playbooks that include appropriate, compelling late-stage content, conversational gambits and a strategic process for opportunity-to-customer transitions. We also help clients create a closed loop feedback system between sales and marketing, to make sure that those tools keep working for the sales force.
Marketing needs to help sales have situational conversations, focused on specific prospect priorities. The quality of the first sales conversation will establish company credibility, provide differentiation and get the deal done – without conceding on price.
Salespeople currently spend 67% of their time on non-selling activities. Nearly 100% of reps are creating/recreating content, with detrimental effects on the consistency, accuracy and appropriateness of the messaging provided.
Even so, 82% of executive buyers say that reps are unprepared for meetings, which could be why nearly 79% of marketing leads never become customers.
- Sirius Decisions
When marketing is focused on personalized prospect engagement and successful at progresing prospects to sales readiness, they are in the perfect position to provide salespeople with contextual insights they can use to create valuable conversations. Providing overviews of marketing stories with conversational approaches and content designed for the end-stages of the buying process will enable salespeople to spend their time selling in lock step with the prospect's need to make a purchase decision.
It's time marketing started driving downstream, and strategic communications platforms that empower sales to have relevant and valuable conversations with buyers are the means to do just that.
A strategic marketing-to-sales process ties all facets of the buying cycle together. When employing a contextual approach, each sales conversation is an extension of the story marketing used to build the relationship from the start. Consistency and meaningful experiences speed purchase decisions.
Sales must transition seamlessly into the conversation at the hand-off to increase acquisition rates. Marketing has the information sales needs; they simply need to provide it to sales in a meaningful and usable fashion. It's not the best use of a salesperson's time to work on translating the company’s boilerplate datasheet or product collateral into the prospect’s business realities—not when marketing already knows.
We help you create the sales tools required to evidence the key positioning points within the content platform, and map them into a process that optimizes the transition of prospects into buyers.
When marketing provides the appropriate sales tools, sales can and will focus on selling. And they'll win more often as a result.
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