A complaint we often hear from sales teams is that they don’t have the content they need to support them throughout their conversations with prospects. They often use content that marketing creates for demand generation programs, but that content is only relevant at the beginning of the selling cycle, and only if the prospect hasn’t already consumed that content after visiting the company web site or as part of an outbound campaign.

As the sales conversation continues and the prospect wants to understand how a vendor’s solution will help them with their particular challenges (in their industry, competitive situation, company size, company culture, geo, etc.), reps need to deliver content and insights that are much more finely targeted to the situation. If the rep can provide this information, the conversation continues. If not, the prospect stops returning calls and emails. No deal.

An effective sales content strategy will ensure that this gap in content is addressed and that reps have the knowledge necessary to understand the prospect’s challenges and to share actionable, valuable, and relevant information.

Click here to see the Infographic and get some ideas on content and training that your team can develop to support your reps at each stage of the conversation.

This is not a complete list but can serve to start the discussion during a sales content audit and to develop a sales content strategy.