I can’t tell you how many times I hear from customers or prospective customers “man, you guys are everywhere!” That’s rarely an insult. Customers want to deal with best-of-breed and guess what, they correlate a brand being everywhere, to being the leader of its space.
At Sales for Life, we only have a small team but we have customers with 100’s or 1,000’s of sales professionals globally and have barely recognized the power of amplifying their voices in the market.
I don’t mean to rush out and get a content sharing or employee advocacy platform, check a box and say to me “we did it, we now have a tool to share content!” That’s a misdirection.
In five years, we at Sales for Life went from starting a company to the 7th most viewed website globally for sales training. This didn’t happen because our team has a tool.
To accomplish my goal of drowning out my competition and being seen as the defacto standard for digital sales transformation and social selling training globally, like Kleenex, I needed to maximize my sales multiplier effect.
Here is what your team will do:
1. Get your sellers into the voice of your content
Curating content is great for your sellers to begin. HBR, Forrester, Gartner, IDC, Frost & Sullivan, world-class research. But eventually, your team needs original insights. The kind of insights that say to customers “here is why we’re world-class.” No offense to marketing, but you’re just not going to have the in-market acumen to get that deep. You need to create a collaboration process with sellers to extract new insights that are in-depth, rich and valuable. Only in-market experience could have crafted these ideas.
2. Create insights at a factory level
One blog, one webinar, one eBook. Imagine The Wall street Journal crafting one insight. They would have been forgotten weeks later. You have to create a content library. Beating out competitors is a mixture of quality and volume.
3. Organize your insights so sellers can become Digital Newspapers
Now that you have your library, most marketers have the content thrown into the library so poorly that sellers get lost. They don’t have a roadmap of when to share, what to share, with whom do I share with.
Sellers need a map, so they can execute insights sharing rapidly. The Sales for Life content library is segmented by asset type, buyer persona and stage of the sales cycle. This dramatically accelerates our sharing process, to help us “be everywhere.”
4. Create accountability to distributing insights to drown out the competition
Don’t do all this hard work creating and organizing insights if you don’t also develop a cadence expectation (and accountability) to share insights with customers. When and how often should insights be shared? What are Standard Operating Procedures? What are best Pactices? If you want to come out on top of the competition, you have to think bold and different!