With today's more empowered, skeptical and frugal buyer, a condition we call Frugalnomics, it is imperative that sales and marketing evolve from pitching product pitches to communicating and quantifying value and ROI. This blog is dedicated to bringing value to every customer conversation, discussing next practices in value messaging, tools and training for B2B marketing and sales. The Frugalnomics Survival Guide book is available at: http://FrugalnomicsSurvivalGuide.com.
SiriusDecisions Reveals Sales Content Research and Secrets to Success
The importance of sales content remains strong, with 79% of b-to-b buyers reporting
that the content provided by a rep isvery to extremely influential in
their selection of one vendor over another.
New research results from SiriusDecisions show the significance
of Sales Content to winning more business, revealed by Heather Cole, Services
Director of Sales Enablement with SiriusDecisions, in a compelling interview with Alinean’s own Tom Pisello.
In the interview, Heather indicated that more sales content was being leveraged by sales reps throughout each stage of the
buyer’s journey, with the research tallying an average of 6.3 pieces delivered to buyers in the Education phase, 6.1 in Solution, and 4.9 in Selection,
But more content does not guarantee accelerated decisions, greater
deal size or more wins. The
research quantified for the first time that all
content is not created equal, with a decided difference in the assets used more
often by the highest performing sales reps compared to low performers and
middlers. Most importantly, the research uncovered and ranked content as to perceived
value to buyers.
Interpreting the results, Heather Cole exposed how today’s
B2B buyer isn’t valuing product videos and glossy brochures as high as one
might think. Rather, decision makers want relevant insights and transformative advice,
perceiving 3rd party research and articles as most valuable, as well
as valuing solid ideas and proposals based on identified needs.
Three key sales content challenges
The discussion turned to getting sales content “right,”
which is easier said than done. Clearly more-is-more
doesn’t work. Despite more content being produced and leveraged, three key sales
content challenges persist:
Identifying challenges and needs - 80%
say uncovering buyer needs is critical to sales success, however 2/3rds of solution providers struggle
to understand those needs. Many lack the right content to help guide discovery
and discuss challenges / needs.
one-size fits all content - With buyers getting 32% more content from solution providers compared to two years ago,
fatigue is setting in, with many growing tired of look-alike white papers and canned
the value gap – For the sixth year in a row, the number one reason sales reps didn’t achieve quota is the inability
to articulate unique value, partially fueled by a value content deficit.
To help solve these challenges, Tom Pisello demonstrated how
storytelling, interactive content and ValueStory® tools could be leveraged for
better Sales Content success.
Dynamically exploring buyer challenges and needs,
personalizing value-centric messaging, delivering buyer specific business
benefit calculations and elevating success stories is always a challenge, but
Tom showed how this can all be automated with some great new client examples.
According to a study from Gartner, most solution providers
are not providing what buyers need when it comes to content and sales
engagements. From the survey of over 350 decision makers: > Almost three quarters (74%) say Providers focus
too much on their product features and technology, rather than the benefits. > Nearly half (48%) don’t think Providers do a
good job of communicating the business value (outcomes) that their technology
and services provide.
> Customer stories and case studies are the best
way that providers can communicate differentiation that buyers trust, this
according to 70% of the decision makers surveyed.
Buyers have changed and are now more numbers centric,
demanding more financial justification, as well as being risk averse, wanting
assurances that other customers have achieved significant value and are willing
to shout about it. The challenge: Reshape your marketing content and sales
conversations from pitching-products to better communicating and quantify…
Despite the growing need to convince buyers as to the unique value you can deliver, the traditional ROI Business Case - long a staple of value selling - may be losing its luster in driving sales success.Why? The Traditional ROI Business Case is often too inside-out (vendor-centric), focused too much on the solution and what it can do. Most are overloaded with too many numbers that clients have difficulty connecting with.Neuroscience has revealed just how important it is to not just quantify the value of your solution, but to spark attention, build trust and tell your value story.In this on-demand recording, Tom Pisello, the ROI Guy and CEO / founder of value tool provider Alinean and Shimon Abouzaglo, Founder and President of the Value Selling & Realization Council revealed the latest research and specific techniques for moving from a traditional numbers centric ROI Business Case to a Value-centric Case for Change, and how this can boost forecasted win rates beyond 50%, increase d…
helping sales reps consistently find the right content for each selling
situation is deemed important and is garnering much attention / investment,
it’s not the top way to create higher performing reps and drive the most
revenue. A recent
study by Forbes Insights indicates that top performing Sales Enablement
organizations are distinctly different in their ability to:1) Create
content that is relevant to the needs of the customers they call on (67%)2) Communicate
the company’s value story (63%).
it is easier for buyers to research online before they meet with a rep, salespeople
are ever more challenged to go beyond the easily available content and have
high-value conversations, to help the buyers on topics they haven’t already learned
on their own.
As a result, the report indicates a distinct Value Gap between a
typical sellers’ standard product pitch, and buyer expectations to have
consultative guidance in uncovering challenges, getting competitive advice and