What has worked best for pure digital techniques? Lead generation. The sales process, however, has proven to remain with the basics. Utilizing the right level of current content, professional people and cutting edge technology is the formula for success.
Content
In looking at the recent 2015 report by Qvidian, Content Automation Trends Report, it concludes that the most used pieces of marketing content are typically the least updated.Utilizing the most relevant content is imperative to virtually any sales and marketing initiative. The right content, however, takes a good deal of time to create, store, and update in such a way that it is easily accessible across the necessary teams in an organization. When thinking of content as a key asset, or an essential attribute in a selling strategy, it’s not surprising to see that over 78% of survey respondents feel sales content is VERY important to the effectiveness of their sales reps.
At the same time, close to 50% say that their data and content in sales assets is only somewhat accurate. Change in today’s buyers’ market is and will continue to be a constant, with buyers quick to take notice and call out the flaws in an outdated pitch.
And with proposals (67%), presentations (63%), and RFPs (60%) cited as the top 3 most used pieces of content, it’s important to make sure these contributing assets are relevant and personalized according to each deal at hand, as well as readily available to reps.
Interestingly, over 83% of respondents have trouble easily accessing messaging and related content just-in-time based on the selling situation. Conversely, only 17% say it’s easy for sales reps to locate relevant messaging and content they need in each selling situations. These findings alone expose a very real chasm in an organization’s content output and the ability, or lack thereof, to use content effectively in each selling scenario. Building on the difficulty of finding created content, the majority of survey respondents cite that sales content creation and distribution is managed by more than 3 people, with 17% selecting 20 or more people playing a major hand in the process. Content is not just a prerequisite to smart selling, it’s also pervasive and involving; so much so that it takes a village to handle the ongoing and ever-fluid complexity, communication, and synchronization of content creation and management.
These pieces of content may be generated and presented digitally, the human element remains in play.
People
How and when to use the sales team hasn't really changed. In the Midwest, the commercial real estate sales cycle - people are essential.
Sales representatives are generally involved throughout the decision-making process. And those interactions are overwhelmingly positive, according to respondents to a recent B2B sales study by SiriusDecisions:
- 87% of respondents who had met with a representative from the winning provider at the Education phase said that the impact was very (45%) or somewhat (42%) positive;
- 84% of those who had met with a winning vendor’s rep at the Solution phase reported a very (42%) or somewhat (42%) positive impact; and
- 81% of those who had met with a winning vendor’s rep at the Selection phase said that the impact was very (46%) or somewhat (35%) positive.
Technology
In the past, the sales force was deployed from the beginning with minimal support. Now, technology aides from social media to Facetime; CRM to on-the-fly presentation tools.In all areas of business, choosing the right software for the business industry and specific work solution is paramount. As tough of a process is, keep it simple. Cutting edge tech tools in a research made easy report - CRE//Tech Intersect 2015 Mid Year Technology Report.
My vocation may be law but my avocation is marketing. - Jerry Slusky