Want To Reach The Right Decision-Makers? You Need The Right Sales Assets!
Any sales rep who’s made more than 10 sales calls knows that reaching decision-makers means getting past their protective administrative assistants, which is a tough task. After all, their job is to protect their manager’s time, and they’re usually pretty good at that.
Reaching decision-makers through online content with targeted sales assets is just as difficult. Although you don’t need to squeeze around one high-powered secretary, you do need to haggle with two even bigger gatekeepers — the person’s time and attention.
The key to getting your sales assets noticed is to target the content to the exact right person with the exact right message at the exact right time and in the right format. Here are four tips to help make that happen.
- Research your decision-makers: Always know your buyer. Do this by performing interviews, industry research and any other related data gathering. Remember, some people are more tech-oriented, while others are more interested in financial matters. It’s impossible to personalize your sales assets if you don’t know the person you’re targeting. Keep in mind that even though you may have your decision-maker’s role figured out, there’s still variation from person to person. The CIO of a health care company, for example, probably cares more about security than the CIO of a manufacturing company, which might be focused on mobile technology.
- Focus on timing: All prospects, decision-makers included, need different kinds of information at different times of the buying cycle or they’ll lose interest. It’s especially important to place the introductory buying trigger as early in the process as possible. Presenting decision-makers with everything all at once is less effective than holding content back until it is more relevant.
- Consider the format: Not everyone checks their LinkedIn messages on a regular basis, and not everyone pays attention to email or YouTube videos. The motivations for your decision-maker also impact the format. The key is to offer a variety of sales assets.
- Use A/B testing and analytics: To determine the best timing and format, be sure to test your sales assets. Use tools to figure out what works and what doesn’t and then adjust your sales strategy accordingly. It’s not enough to have different types of content; you also have to track what’s getting opened and shared.
The Tellwise Nutshell (TTN): Sales reps often mistakenly assume that their long-held logical plans for reaching decision-makers “should work.” But it doesn’t matter if it “should” work. If it’s not working, you need to try a different approach. You must have conversations with current customers and find out what content was right for them and be willing to change your approach. You’ll never know what’s going wrong if you don’t gather feedback.
For more tips on creating great sales assets, check out the Tellwise Tipsheet.