Your best salespeople have mastered the art of overcoming rejection. Still…there is nothing worse than meeting a potential customer that is lethargic and aloof towards you and your product. Your best attempts at “features & benefits” and summoning your most charming quips fail to break the ice.
…Just plain uncomfortable and gets very old after hundreds of sales calls.
Now, let me turn the tables with a personal story that highlights the benefits of inbound/content marketing for your sales group.
Almost three years ago, the President of a manufacturing company in Michigan who I knew me personally introduced me to his marketing team. Like a good sales rep, I was ready with the obligatory business card. As we exchanged greetings and biz cards, two out of three chimed in with, “Oh, we don’t need that (the business card) we read your blog and your LinkedIn profile.
WHAM! Paradigm shift.
That is one big reason your industrial marketing team should be producing content. I was introduced as a trusted consultant, instead just another charming salesperson.