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Your sales team now has access to a state-of-the-art sales enablement platform, great! But now you're realizing that your sales content is lacking visual appeal and might be too generic for today's savvy buyers. You're worried that investing in this technology without effective B2B sales enablement content to support your sales team will result in just another piece of technology collecting dust on the digital shelf.
The answer: It will!
This guide will explain the three pillars that support the creation of B2B sales enablement content, and reveal how to take it from script to screen to create high-impact presentations. Whether your team is made up of experienced professionals or new hires, having the right content at their fingertips will help them sell with confidence and achieve better results.
With growing competition in the B2B space, the sales cycle is becoming longer and more complex. As potential clients have more choices, they require more research to make an informed decision about whether your product or service is the right fit for their needs.
To accommodate this, it’s crucial that your sales team has access to the right B2B sales enablement strategy for every touchpoint in the sales cycle. This means considering the buyer's mindset at each stage and providing highly contextual sale content that speaks directly to their needs.
Here are some typical sales content touchpoints we’re seeing in today’s landscape:
By presenting tailored sales content that matches the buyer's mindset, you can build trust and establish a strong relationship with your prospective clients, plus keep them engaged throughout a potentially lengthy sales cycle. Remember, every touchpoint is an opportunity to create a positive impression and move one step closer to closing the deal.
The COVID-19 pandemic has accelerated the shift towards a remote sales environment, where sales teams and prospective clients are no longer limited by physical proximity. As a result, it's essential to provide your sales team with sales content that is highly visual, impactful, and enables prospective clients to understand your offering WITHOUT you being physically present.
Here are some key considerations when developing your sales enablement content for a remote B2B landscape:
Most importantly, relieve some of the pressure for your sales reps by providing sales content that speaks for itself. This will not only help with selling more effectively but it’ll give them some “sales swagger” knowing they’ve got sales content that stands out from the competition. Now they can focus on closing deals instead of explaining the product or service, which can be time-consuming, repetitive, and inconsistent.
The best B2B sales enablement content allows prospects to see themselves in the story. By doing so, they can better understand how your product or service applies to their specific needs and how it can benefit them. This not only makes the overall sale easier, but it also helps to build confidence because they know they are working partners that go the extra mile.Â
You can achieve personalization by:
By looking for opportunities to put your prospective client into your sales content, you can differentiate yourself from your competition, build trust and establish a connection, and ultimately expedite the sales process.
There are many similarities between developing effective B2B sales enablement content and writing a Hollywood script. Both have the objective of creating a captivating story that leaves the audience wanting more. In the case of your business, the goal is to have prospective clients schedule a call to learn more and close deals.
Developing good stories is a combination of two key components: the blueprint and the build. The blueprint involves developing the story arc, characters, and all the necessary components. The build involves bringing the story to life and can be complex without the right partner.Â
Let’s look at each in more detail:
The Blueprint:
In order to develop highly engaging B2B sales content, it's essential that both your sales and marketing teams are involved in the process. It's crucial to have a shared understanding of what content is being created for each touchpoint, as each one requires different content to move B2B buyers further down the funnel.
Step 1: Sketch it out. On a whiteboard or a napkin, outline what the potential buyer journey looks like.
Step 2: Develop the story arc for each journey. Determine the overall objective and craft a simple and clear story that delivers.
Step 3: Brainstorm what visuals can help convey your message and bring your story to life.
Once you have a full understanding of what needs to be built, you can start the build.
The Build:
The build is equally as important as the blueprint and in many ways more challenging. It's common for organizations to rely on stock library assets to visualize their stories, but this approach can leave you looking just like the competition and not leaving a good impression on prospective clients.
To set yourself apart, you need to invest in proper visualization for your sales story. Although it can be expensive, the return on investment will be tenfold.
When seeking a partner for developing B2B sales enablement content look for someone who:
When you combine strategic planning with the right investment in your content, you'll set yourself apart from the competition and leave a lasting impression on your prospective clients. But remember, you MUST find the right partner for the job!
Having visually appealing B2B sales enablement content is only half the battle. To achieve true sales success, it is crucial to provide your sales teams with a sales enablement platform that allows them to deliver stories with speed and accuracy. This will not only improve efficiency but also enhance morale and help your team close deals faster.
As a sales and marketing leader, you want peace of mind that your team is delivering the perfect sales story in the field as intended. The technology you use should ensure the following:
Not sure where to start? Check out our guide to creating a Modular Sales System. Here, we’ll guide you through the process of creating a presentation system that not only meets the needs of today’s B2B organizations but is also designed to scale with your business. Or, if you’re interested in learning more about Nuvue, schedule a 30-minute "Hello Call" with us, the specialists in B2B sales enablement. Our creative production studio can craft a sales story that stands out, and pair it with a unique platform to deliver it consistently, empowering your sales team to sell more effectively and efficiently.