One of the New Rules of selling is that you need to be a trusted source of information, news, trends and the latest thinking on topics and products that are important to your customer. “Content is King” has been shouted from every marketer and pundit for the last several years and many believe was originally coined by Bill Gates back in 1996. The link is a worthy read on its own merit.
There are two key hurdles that sales people have to becoming that trusted source for their customers:
- Where do I find quality, relevant content?
- How do I deliver it to them?
This post answers question #1 and a follow-up post will introduce you to simple, automated ways to get this helpful information into the hands of those who need it.
Most days in sales are already packed with important, necessary tasks and activities and taking time to create content isn’t feasible. So it just doesn’t get done.
The problem with this is that customers still desire and seek out this information. If you are not delivering what they need, they will find it somewhere else. Search engines, peers, and your competition are all waiting in the wings.
Finding important content for your industry and customers does not need to take up much time at all. You are probably doing much of the work already in your other call preparation, research and selling activities. This activity can all be automated.
Here are a few of the tools to find and organize helpful content for your customers.