By Amanda Wynne
Content has the power to move prospects to close. It engages your buyers by focusing on their unique context and needs. And it helps buyers see a great future state — a reality created by your solution. That’s why prospects want content; in fact, they demand it from their sellers. They want assets that help them make better decisions for their business or themselves.
At the same time, your prospects are under attack from a wave of irrelevant sales content. Your buyers get presentations, sales documents, offers, and proposals from your sellers and competitors everyday. If that content isn’t relevant to the buyer and her specific needs, it will get ignored or even set a deal backwards.
Add Value by Speaking to a Prospect’s Needs
Sellers want to share relevant information with their prospects. And that’s why, as we’ve discussed before, it is so important to serve content recommendations to your sellers. When content is matched to a buyer’s industry, geography, persona, etc. it has a remarkably higher impact.
So, a specific case study might resonate with a financial services company. Or, a great product training information may help a seller to better position to a prospect.
But in addition to selecting the right content, there’s another key way to make content resonate with prospects. And that’s through personalization.
Why Personalization Matters
Buyers want information and insights that are specific to themselves. And that should be no surprise. We all want to be spoken to in a personalized way. Sales enablement and marketing content that is tailored to the specific situation of a prospect will simply resonate more and be more credible.
Generic content that could apply to anyone in any situation just doesn’t add the same amount of value. In fact, 80% of sellers add little value to their prospects, according to analysts. So, how do you boost the value your sellers can give to buyers? You can do it through personalization.
Sales enablement content that speaks to a buyer’s specific needs allows him to see the glowing future state with your solution. And that’s going to help the buyer’s decision process and help him to convince his internal colleagues to move forward. Let’s look at an example of this kind of personalization.
Personalization In Action
Let’s say your company sells financial services to CFOs. Your sellers could simply offer a presentation or sales document to the CFO that generally addresses their challenges. But imagine how much more impactful it could be if that same document included rich information about the prospect’s current situation. That could be customized content like:
- Data about the target account, including financial stock market information, and firmographic information. This kind of data can prove understanding by the seller of her prospect.
- Information about what has been proposed to the prospect, like number of units, price, product names, etc.
- Tailored information related to the CFO, including information addressing his specific pains.
When a presentation comes with this level of personalization, prospects take notice. They trust the seller more. And they are more likely to see themselves in the future state with you.
And this kind of personalization doesn’t have to be limited to prospect-facing content. Imagine your sellers preparing for their Sales Kickoff with their team. Their presentations can be automatically updated with the latest opportunity information, including pipeline data.
Or, imagine your Account Management team going into a Quarterly Review with a customer. Your template for the customer meeting could be dynamically updated with information about how well the customer is adopting your product and where upsell opportunities exist. These personalization options are endless.
So, Why Isn’t this Always Done?
OK, this sounds ideal. But why don’t sellers personalize every piece of content. Sellers want to. But there are a few blockers that stand in their way — and they all stem from the need to manually personalize content:
- Time: Personalizing a presentation isn’t simply a matter of tweaking some text. The seller has to look up the right record, find the relevant content, and then move it into the deck. This can be incredibly time consuming — especially when done frequently.
- Access: Your sellers may have access to some data sources they want to include but not all. They may have no access to their ERP system, or it may simply be difficult to access. Thad access challenge means sellers are just less likely to personalize much content.
- Errors: When transcribing content from one repository to a customized presentation, there’s the risk that the content will be inaccurately moved over. That can also cool sellers on the idea of personalization.
SAVO Offers a Better Way
The great news is that SAVO enables sellers to personalize at scale. Our dynamic data solution allows companies to connect content templates to diverse data sources. These sources can then populate evergreen information into presentations and other content.
The solution is incredibly powerful and flexible. Administrators can connect to common data sources like your Salesforce CRM. They can connect to industry and financial information sources like Morningstar. Or they can connect via API to virtually any other source. That means sales content is constantly up-to-date with rich data from your internal and external sources
As SAVO recently announced:
Data can be pulled in from any data source, including both internal and external, third party systems and is a fully customizable and easy to manage experience – while still leveraging SAVO’s wizard driven approach to content creation and customization.
The result: sellers can personalize content at scale and have more engaging conversations with their prospects.
Want to learn more? Check out The First Complete Sales Enablement Solution.
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