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Buyers don’t care about your product or service.
With this harsh message, we started our article that was published in MarketingProfs. And it’s true – buyers don’t care about your product or service in particular; they care about how your product or service can help them solve a problem or exploit an opportunity. Aligning these two parts isn’t always crystal clear, but one way marketers can help salespeople match their company’s offering to the needs of the buyer is to work with the sales team to map content to every stage in the sales process. Doing this allows your company stand out from the crowd with unique and timely education, and it helps earn the buyer’s trust that your offering solves their issue.
The full article is packed with details on how you can help your sales team use the assets you provide to earn buyers’ trust and win accounts, but we can quickly summarize it with the following points:
Following these steps and more frequently interviewing your sales team to identify key pieces of content that are needed will help you help them use content to win buyer trust, and hence more deals. Please share you reactions to these ideas, and offer others if you have any to add.