I can’t remember a sales job where I didn’t need to spend at least a fifth of my time building and tailoring content for my prospects.
Even when I worked with companies that serviced just one vertical market, every customer always had their own way of doing things and we had to re-message for nearly every engagement.
The standard sales deck – and we all have one or many of those lurking on our PC desktops – contains all the typical sales messages that Product Marketing think works well.
That’s from Marketing’s perspective, high up in an ivory tower in a country far far away, of course.
The standard deck contains about 120 slides, some of which have swooshes and whizzes that show that someone once took a PowerPoint course - yet never learned the value of style and substance.
And a typical induction process is to take a newly minted rep through the standard deck just once and then leave them to it.
Which leads to the rep ripping out a lot of slides based on whether it resonated and what they remember, which is practically nil after three months*.
Then the rep spends about a day a week crafting custom slides back into the deck before they meet with a prospect, based upon what they think is a bespoke buyer’s journey.
Chances are, there’s actually a lot of great content created by sales reps in your organisation that could be reused in many other accounts - but it’s not being shared because there’s no mechanism for this.
And as Sales Enablement is all about increasing the amount of customer face-time, it’s incumbent upon SalesOps to reduce the amount of custom content creation-time. This, in my experience, can add an extra day a week to a typical salesperson’s effectiveness.
So here's a simple four-step way to get more out of your existing sales content:
You might also consider a new approach to on-boarding – of which more in another blog – that relies upon reinforcement rather than force-feeding.
In summary, the media marketplace has always claimed that “content is king”. (It’s why you watch BBC wild-life shows in preference to almost any other channel.)
In B2B sales, content has yet to claim its crown, but with a capable sales enablement process to drive awareness, access, adoption and measurement of its success, you can be sure that it soon will.
More on on-boarding and sales content management? Contact us here.
*At SAP my team once measured that about 80% of vertical-market content we presented at sales training was usually forgotten after 120 days. We congratulated ourselves for beating the average of 90 days!