According to Glen Petersen’s book, The Profit Maximization Paradox, which includes research conducted by the CMO Council, the American Marketing Association and Booz Allen Hamilton, salespeople spend an estimated 40 percent of their time preparing sales presentations and other customer-facing content.
And yet, only 10–20 percent of salespeople create customer-facing content that is compelling to buyers and aligned with corporate messaging.
These statistics illustrate two critical points.
Your sales team needs training that makes them feel more competent and confident activating your corporate story in sales content and conversations.
You need to arm your salespeople with more compelling sales tools that bring your corporate story to life in selling situations.
Said another way, if you want to improve sales effectiveness and conversion rates — you must infuse corporate messaging into selling content and educate salespeople on how to activate key pillars of the corporate story in situational sales conversations.
For this to happen, you must break down the barriers between corporate messaging development and sales enablement processes. This requires strategic alignment and collaboration between sales and marketing as well as behavioral changes in the selling process.
So if you want to increased buyer engagement and sales closure rates, it’s time to bridge the gap that exists between the story your prospects consume in the buying journey and the messages being shared in sales conversations.
Learn how we can help you align and activate the story being shared throughout your buyer journey and sales process. speak with our experts today.
That’s Your OnMessage Minute.
