In today’s issue, I’m going to show you how to leverage content and audience to make more sales.
If you focus on content and audience, you’ll drastically improve your ability to socially sell.
And even if you aren’t ready for posting content and building an audience, you'll learn how to use your time to engage online and build trust.
Unfortunately, most people think it's not worth the time and never invest in audience building as a key sales tactic.
Sales has always been about trust and relationship building, content is the gateway
Just under a year ago, I entered the corporate world as a Junior Sales Developer, I then became a Senior Sales Associate and started this year as the Head of Sales Enablement.
I essentially ate rejection for breakfast every day.
My business at the time focused on digital advertising and marketing. Essentially the business of attention and trust.
Sales is no different.
You're trying to convey value by building a relationship.
I quickly saw the benefits of how content can sell to thousands at the same time without having countless meetings.
Content is the gateway to building trust and overcoming rejection.
If you've ignored making content up to now, here are three reasons you need to incorporate it into your sales approach:
Reason 1: Relationship building
When you think of selling, you will most likely think of a door-to-door salesman, or maybe even a car salesman.
Chatting and building a relationship with a potential customer.
These are pictures of "active selling" and they dominate our thinking of sales.
It perpetuates the idea that a salesman needs to be actively doing something to sell.
This ignores the newest addition to sales since the invention of the printing press: passive selling.
Relationship building doesn't have to start at "hello", it can happen well before this and my thinking is that content is the best way to build relationships with prospects before you've even talked to them.
This will dramatically increase your probability to close a sale when the conversation actually begins.
This is the idea behind social selling.
It is incredibly powerful.
Reason 2: Visibility
Staying top of mind is critical to closing a sale.
But no one likes to be badgered with thousands of calls and emails. Badgering a customer will hurt the relationship.
So what's the solution?
A continuous stream of content based on your niche that keeps you top of mind and nudges your prospect to close.
The best part?
They'll think it was their idea and your content can overcome their objections.
Step 3: Credibility
Establishing your credibility as a salesman is an important step in the sales process.
If your prospect doesn't trust you're bringing actual value to the table based on expertise, your likelihood of closing a sale will be jeopardized.
During a sales call, you can establish your credibility in many ways but my favourite is talking about other clientele and similar problems they've faced (and that I've solved for them).
Creating content is not much different from a sales call in establishing credibility.
The intention is to show your expertise by communicating your value.
The beauty of using content to do this is that you can have thousands upon thousands of people seeing your credibility being displayed through social proof, step-by-step guides, deep dives, white papers and more.
The goal is to build trust, and content can do that seamlessly for you.
Hopefully, I've shown you how powerful content can be in relationship building, staying top of mind and establishing trust.
Start making content as a part of your sales process, you won't regret it.
- Daniel James Martin