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Inbound Marketing, Sales |


3 Ways Using Content in the Sales Process Can Help You Close More Business and Faster



Inbound marketing is a secret weapon in the salesperson’s arsenal. While most salespeople are relying on traditional methods, savvy salespeople can use content to set themselves apart and deliver additional value during the sales process—ultimately leading to closing the sale faster.

Here are 3 reasons why and how using content in the sales process gives you an edge.

1.  It gives you a reason to stay in touch beyond “just following up.”

In B2B sales, prospects are making large purchases. The decision-making process is complex and probably extended, with multiple people involved. If you expect your prospects to remember you and why your solution will help them, you’ve got to stay top-of-mind. Most salespeople accomplish this by sending an email every week or so, to “check in” and “follow up.” These emails don’t provide any value to the prospect—they’re very clearly in the interest of the salesperson.

You can change the nature of these follow up emails by giving the prospect something he or she will value: your top-notch content. Share new blog posts on the topics that are of interest to the prospect (make sure they’re relevant!), or go ahead and include the link to a piece of your premium content.

2. It gives you a way to accelerate the sales process.

Often, the sales process is a continuing conversation. You have multiple meetings addressing different concerns from the different decision makers. As you’re going through this process, you may find that you need a concrete way to demonstrate your value.

Case studies and other bottom-of-the-funnel content can be a perfect supplement to sales conversations. You can either bring this content with you to meetings, or use it in emails if you don’t have the chance to present it in person.

3. It gives you a boost in overcoming objections.

You probably hear the same objections over and over from prospects, and you’ve probably developed content to answer those objections. You can use this content to follow up after the meeting where objections were voiced and you responded, giving prospects more in-depth answers (and helping you out if you forgot to mention something you wanted to).

It’s great to use your own company’s content, but don’t limit yourself to only your own. Especially when you’re using content to overcome objections, content from expert sources like industry organizations can provide third-party validation to what you’re saying.

Using content in the sales cycle is something that most salespeople aren’t doing. You immediately give yourself a head start when you take advantage of the content you’re already using on your website to help you in the sales process. 


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