Although it’s one of his most memorable songs, Lionel Richie famously thought this refrain was corny at the start.
“I actually went into this song not liking the song,” he told CTV News. But as he penned the lyrics, something clicked. “I fell in love with the song.” His fans felt the same – it peaked at the top spot on three Billboard music charts.
It may be a ballad about a lovelorn soul who can’t find the right content – erm, words – to express themselves, but we think it’s so much more.
In fact, teams can learn about their sales content from Richie’s 1984 hit.
‘Cause I wonder where you are
Think about all the places your content lives. Count everything in your shared drive, your intranet, your content management system, your knowledge database, your single-purpose applications, inside your reps’ heads… everything.
On average, a rep needs to use about six sales tools to do their job, but that number often reaches 11 or more. Searching through all that information takes time too – about 43 hours per month, according to Aberdeen. That’s a lot of waste, especially when reps only have three to five minutes to make an impression with a prospect.
That’s why it’s so important to make content accessible through one place, like your playbook. So the next time your reps are on that important call, they know exactly where to go to find the content they need to move the deal onto the next step.
And I wonder what you do
We all want our content to do something. We create it to help us be more effective sellers, make an impact, and making sales. But if we don’t create the right content, or if we aren’t measuring it against our KPIs, we can’t expect to see results.
Good sales content starts with setting good goals, from your company’s top-level objectives to the specifics your team wants or needs to achieve. Once you have those lined up, attach some success metrics and set deadlines for evaluation so you can track how that content performs over time.
While we can’t give you specifics on how to evaluate your content – it’ll be pretty specific to your business – we can recommend you ask reps what pieces they use the most, which pieces have the most impact, and where there are gaps. Create more of what’s working and lose the rest.
Are you somewhere feeling lonely, or is someone loving you?
Here’s a shocker for marketing teams, but a run-of-the-mill fact for sales teams: most sales content created by marketing sits unused, to the tune of 60 to 70%. In other words: it’s feeling pretty lonely.
Obviously, creating content that never gets used is a huge resource sink, but it’s a solvable one. A good first step? Bringing sales and marketing together to understand each other better. After all, you share many of the same goals, even if you approach them in different ways.
There’s likely quite a bit of overlap between the marketing funnel, your sales funnel, and your buyer journey. That’s another great place to start – looking for those similarities and creating content that maps to each stage.
Tell me how to win your heart, for I haven’t got a clue
We think a lot about finding the right content at Kiite. From shared drives to knowledge-sharing platforms to no organizational structure at all, we’ve seen it done well – and not so well.
What makes a solution stand out? A few things:
- It prioritizes search over searching. Rather than asking reps to navigate the wild blue yonder of your content management ecosystem (or lack thereof), they should be able to access it from one port of entry. Plus, entering a search term and surfacing a result takes a fraction of the time that it takes to sort through folders.
- It plays nice with your other tech. That one point of entry thing? A solution works best when it can reach into the services you’re already using to pull information, so reps don’t need to switch between windows.
- It remixes knowledge. No two searches look the same. That’s why reps should be able to find those key objection handling tips whether they’re searching by industry, deal size, format or location. And with robust integrations, this can happen without duplicating content or changing the source.
With the right content solution, you’ll finish your song much like Lionel Richie did with Hello: “Let me start by saying, I love you!”