Thoughts on your lousy digital sales tools

“80% of decision-makers prefer to get company information in a series of articles versus in an advertisement or sales call.”

Content Marketing Institute

Do yourself a favor and read the above again. (And maybe again.)

You are part of that 80%, aren’t you? Consider the last significant purchase you made. (Maybe a car or new laptop or big vacation or…) How did you acquire most of the knowledge you needed to make a good decision? From conversations with sales reps? I doubt it.

nocontentYou probably did talk to sales reps. Long after you had eliminated a bunch of possibilities and had things pretty well narrowed down to a short list. You talked to the sales reps to figure out those last few fine points and nuances.

So, sales leader, if your sales team lacks a robust and continuously growing library of high quality digital content, THEY ARE TOAST.

Without that digital content, your team is:

  1. Getting eliminated early in the customer decision process, or…
  2. Playing catch up and trying to force customers to learn A LOT about your stuff in the final stages of the decision process

You know I’m right about this. So why is your library of digital sales tools so lame?

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