“What’s the best type of content to share with a prospect?” This is one of the most common questions Bernie Borges, CMO of Vengreso, hears regarding content. The first thing he wants you to know about sales content is that the format doesn’t matter! The topic is where you want to focus your attention.
In the short, two-minute video above, Bernie shares his expert tips on sales content and addresses the types of content salespeople should be sharing to build connections and create opportunities.“What’s the best type of content to share with a prospect?” - Get expert tips on #ContentforSales from @BernieBorges in this article by @meaghanmae. #DigitalSales #SocialSellingClick To Tweet
How to Use Sales Content to Position Yourself as a Valuable Resource
Are you using sales content (a.k.a. content for sales) to connect with your target audience? If not, you need to be! As mentioned above, the format you deliver doesn’t matter as much as the substance of your content.
Salespeople should focus on helping their prospects to solve a problem or addressing a pressing need. To address their pain points, you may need to conduct some basic research. Ask these three questions to get started:
- What is important to your prospects?
- How can you help them to address their issues?
- What are common issues that you can help find a solution for, even though they may not be directly related to the product or service you’re selling?
By helping prospects to problem-solve, you position yourself as a resource who can help.
If you’re thinking about the content your company provides and worrying that you don’t have much available to share, stop worrying! Sales content doesn’t have to be owned—it can be OPC (other people’s content) too.
Bernie reminds viewers of the ultimate goal of content for sales, “The content you share with prospects should open the door for a conversation.”
Start serving up sales content that makes people remember you as a resource of useful information in your industry. The next time they need your product or service, you’ll be top of mind and already have an established connection.
Without the right digital selling skills, your efforts spent on locating or creating sales content will be wasted. Request a free Digital Selling Benchmark Assessment and find out how to improve your team’s digital selling skills!