Differentiate Your Company & Sales Staff

In my last blog post, I talked about "how to" monetize content products/programs. I outlined 4 approaches.

Today I want to get you thinking how you can differentiate your company and your sales staff with 1 of the approaches you can use for selling.

Consider one of your experienced sales people as I get you thinking about a new & different approach to close sales.

The following 5 steps are what it takes to implement an approach that will differentiate you from competition while increasing sales results.

1. Create a positioning story that will get your prospects to perceive both your company & sales person as thought leader/expert in a select topic area. This story will then be integrated into communications with them.
2. Create content products & programs that your prospects will be able to take what they learn and use to address their needs. We talked about how to get started creating these in my last blog. The key here is that your sales person is the primary messenger in the videos or other formats that are used for content product creation.   
3. Create a web page and You Tube channel for the sales person that tells the positioning story you created in step 1 above.  More on what is included on web page later.
4. Use a scalable cloud based content technology platform that includes a private customer portal and auto-responder ...  inexpensive and easy to use. Nothing to install .... nothing to support .... you just focus on product creation and sales. 
5. Create your online sales campaigns that launch when your sales person targets a prospect, when a prospect visits your web site or You Tube channel and when connecting with a prospect through a channel partner.

The following is included on the web page that is created:

• A video that features a content product/program. This video and featured content product should change out periodically. The visitor watches the video ... the video communicates that once the person provides their contact info, they will have immediate access to a 3 part video series. This video series begins the sales campaign. 
• Sales person's BIO.
• Overview of content products & programs. When someone clicks thru to learn more, they are taken to an optin landing page that gets their contact info and then the online sales campaign begins. More on the campaign model later.
• Pictures and videos that reinforce the sales person's positioning story.

The sales campaign model looks something like this:

• Target customer receives 3 well written/scripted emails .... each 2 or 3 days apart. With each email is a video that is high value content teaching something that can be used to address a real need at no cost to the target customer. Again, the key here is that the sales person is delivering the value in the video without any focus on making a pitch to sell something to the target customer .... creating trust and rapport along the way. 
• The 4th email and video is where the pitch to sell something is made. In the video, your salesperson who has been positioned as a thought leader/expert and has delivered high value content .... now communicates .... if you liked what we have provided you in the 3 part video series, let me tell how you can get more by buying our products and services. 

Get started today. Use this approach to differentiate you with your competition and increase your sales results. Take one or 2 of your sales people and create a pilot to implement and evaluate results. 

If I can be of any help, just give me a holler. I can coach you through the process from strategy to implementation .... even take on some of the activities for you if you need some bandwidth to create the "pilot."

 
Follow @PatAlacqua