Increase efficiency of a business
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Our workshops on content strategy are attended by members of sales, marketing, training and other departments who have a stake in sales content. In these discussions, marketing professionals tell us that although they are responsible for content creation, sales content takes a back seat to their content marketing initiatives.
It’s understandable. In B2B companies, marketing is focused on providing leads to sales. That’s how they’re resourced, organized and measured. So they put much of their effort on creating content for demand generation. But the material needed to convert visitors to MQLs (marketing qualified leads) is not designed for converting an MQL into a customer. As a result sales reps are missing content to help them establish a trusted relationship with prospects and close business.
Your experience may vary, but we’ve observed that there are four types of critical sales content that aren’t sufficiently addressed by marketing teams:
Content to prepare for the sales conversation
In the era of the engaged buyer, B2B sales reps need to be much more knowledgeable than ever before about the needs of each buyer persona. Some reps have to be able to pivot from a conversation about the challenges of a marketer in the pharmaceutical field to the latest trends facing a CFO in a growing high tech firm. Adding substance and insight to these conversations is not something that a rep can do without a lot of preparation.
Marketing teams can help them with content to support sales conversations using this structure:
Key Messages to best position the company’s unique value propositions
Questions that are relevant to the buyer’s challenges and how the company’s solutions can help
Insights, such as what other companies in their industry are doing to solve similar problems
Competition and competitive positioning in an intelligent, non-disparaging manner
Objections typically asked by the buyer and the best responses
This content should take the form of a script instead of bullet points or lengthy paragraphs. Reps should be able to use this content naturally, in their spoken or written conversations. The scripts must be brief, clear and uncomplicated.
Christopher M. Johnson, Professor of Music Education and Music Therapy, is currently the Chair of the Music Education and Music Therapy Department and Director of the Music Research Institute at the University of Kansas. Johnson earned his Ph.D. from the Florida State University.
Since his arrival at The University of Kansas, Johnson has taught courses in Instrumental Conducting, Teaching Instrumental Music, Managing Behaviors in the Music Environment, Psychology and Acoustics of Music, and Research Methods in Music Education and Music Therapy. Johnson served two terms as the editor of the International Journal of Music Education: Research, the research publication of the International Society for Music Education. He is currently serving his second term on the National Association for Music Educations Executive Committee of the Society for Research in Music Education. He also served on the editorial board of the Journal of Research in Music Education, and one earlier term as the Chair for the MENC Executive Committee of the Society for Research in Music Education. Johnson also served as the Chair for the Research Commission of the International Society for Music Education.
Johnson’s research interests include applied research in music education, and basic research in all aspects of the psychology of music. He has published articles in many journals including the Journal of Research in Music Education, the International Journal of Music Education, the Journal of Music Therapy, Journal of Band Research, Contributions to Music Education, and the Bulletin of the Council for Research in Music Education, among others. Johnson has also been an active member and contributor to the Research Seminar of the International Society for Music Education and World Alliance for Arts Education.
Johnson received a university teaching award – the Ned N. Fleming Award for Excellence in Teaching and received the recognition for Graduate Teaching Achievement from the Center for Teaching Excellence. Johnson was also awarded a lecturing & research award as a J. William Fulbright Scholar and recently received the Ella Scoble Opperman Citation for Distinguished Achievement from the Florida State University College of Music.
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