Long gone are the days of stale, snooze-worthy sales pitches and meetings.
In this new digital era, there’s no denying it: COVID-19 has drastically changed the way people make purchases. They now expect unique digital experiences, personalized to their specific needs and challenges. In fact, according to the Harvard Business Review, in today’s market, you’re no longer competing with your competitors: You’re competing with experiences.
So what can you do to ensure you're keeping buyers engaged in this new remote era? If you aren’t familiar with a digital sales room (DSR), it offers a good solution. It’s a tool that allows sellers to collaborate with prospects and customers so, you can optimize content distribution and reduce content waste. Simply follow these tips for providing your prospects with the tailored and personalized buying experiences they expect and deserve.
1. Aggregate Relevant Resources
It’s no secret that prospects’ attention spans are limited making it, more important than ever to grab your buyer’s attention with captivating, relevant content. Digital research plays a significant role in how today’s buyers buy. They want to conduct their own research, often without interference from a sales team. This translates to sales reps having about only 5% of a customer’s time during their B2B buying journey, according to Gartner. Therefore, it almost mandates that your marketing team arms sales with timely, pertinent, engaging content that immediately builds trust at the onset of the buyer’s journey.
This trust begins with providing transparent, helpful resources. And with a DSR, sales reps can aggregate a variety of resources that buyers actually need to make their purchasing decisions. Each microsite can be customized to a buyer’s particular business situation or challenge to help establish your seller as the expert.
2. Empower Your Buyer
Many buyers prefer to independently conduct research, with 90% making their way through the buyer’s journey before even talking to sales. This can be tricky: While a sales rep may want to interact with a buyer, it’s likely not the buyer’s first choice to schedule a call. They want the power to explore resources on their own without the pressure of having a salesperson present.
This is where marketing becomes crucial: Your team needs to ensure the buyer has everything they need to conduct thorough research on your product or service, while eliminating the fluff of unnecessary content. Giving your buyers the resources they need to feel confident in their decision is key to growing your business and building a lasting, trusted relationship.
3. Keep Your Content Fresh
In a world that’s constantly changing, it’s essential to make sure collections and categories in your sales platform are up to date with the latest data, specs, videos, research, and more. After all, you want your sales reps to access the freshest information available to attract their buyers.
That’s how you should view content distribution platform.
Your platform is a living entity, giving you the ability to upload your latest and most accurate research, resources, and related materials at the drop of a hat. Outdated content can damage your credibility and leave you falling behind the competition - and nobody wants that!
When content is engaging and fresh, your sales reps can select a few pieces of quick, key information to leverage it in the digital sales room. This helps provide the essential information without overwhelming your prospects.
4. Use Your Data
Marketers depend on data analytics to inform them about most used and most effective content as well as content that is outdated and unused.
And let’s be real: In a world where you’re not using data to keep up with your buyers’ and sellers’ needs, challenges, or interests, you can lose opportunities in the blink of an eye.
Digital sales rooms collect data on seller and buyer actions and engagement, for insight into content they’re viewing and sharing. This information allows sales reps to gather strategic insights into buyer behavior, identify pain points, discover ways to improve the buyer journey and gather the hard data needed to adjust and improve sales interactions. It also delivers information to marketing about what content is more effective at moving the deal along, what else might be needed, and what might need to be retired.
The result? More sales conversions, stronger relationships, and content that actually gets used.
Embrace Virtual Selling. Use a Digital Sales Room.
A digital sales room is what sellers use to meet with prospects and customers, but it’s so much more than that. As a sales enablement tool, it allows you to collaborate with buyers more visually, interactively, engagingly, immersively and effectively.
Interested in learning about how a digital sales room can help you drive buyer engagement?