Sales reps, the first impression
At the simplest level, your sales representatives have more than likely been tasked with selling your company’s product or solution to as many healthcare professionals as possible. They do this by building and maintaining relationships with relevant purchasing decision-makers and demonstrating how your product or solution can benefit that individual or their organization.
Importantly, on the backend, the success of your sales rep is greatly impacted by the support he or she receives from your marketing team. Your marketing team takes responsibility for equipping sales reps with the right tools to market your product or solution. These sales tools could include product datasheets, whitepapers, tradeshow passes, scripts, brochures, etc. The question is: Are you creating tools you think your sales reps need or are you creating tools they actually need? 58% of B2B marketers plan to increase their content marketing budget over the next 12 months – are you using this budget wisely? It is absolutely crucial to ensure your sales reps have the right tools to effectively communicate the value of your product or solution.
Oftentimes, your sales reps are responsible for giving the very first impression of your brand so ensuring they deliver the right impression is essential. Your sales reps speak to your clients and prospects every single day. They might understand your prospects on a personal level. They should have a first-hand understanding of why a product or solution isn’t selling and what a prospect’s needs and objectives are.
So how can you leverage your sales team to strengthen your marketing strategy? Here are three top tips:
Engage your sales reps in message development. Your sales reps are listening and speaking to your prospects every day and probably know when a message is or isn’t resonating – consider talking to them about this. They also have the ability to test new messages with the market before you choose to roll them out across the board. Be sure to tap into their relationships to understand barriers to sales and refine messaging to address these barriers.
Find out what tools your sales team really needs. Ask your sales team for feedback on the sales tools you are providing. For example, you could be asking your sales reps to offer discounted access to your solution in exchange for webinar attendance, but what if you knew that prospects weren’t interested? What if the whitepaper you sent your sales team last month hadn’t been well-received? This could be expected with research showing that the popularity of whitepapers is declining. Asking for feedback is critical.
Work with your sales team to identify case studies. Not only are your sales reps responsible for building relationships with prospects, but they are also responsible for maintaining positive relationships with existing clients. They should be frequently asking your clients for feedback and results and you should equip your sales team to ask these questions. You can then work with your sales reps to identify and approach the best clients for case studies – whether these be for testimonials or media opportunities. Consider inviting your external PR or marketing team to talk with your sales team about the kinds of stories they are looking to leverage with media. And once you’ve identified and created these case studies, be sure to leverage them as best you can with these tips from HubSpot.
Furthermore, marketing automation tools help you to ensure you are working even more synergistically with your sales teams to deliver greater ROI. You can better leverage your sales team by ensuring they are spending their time effectively and focusing on the right sales leads. To find out more, download our marketing automation datasheet.