This is the second in a three-part series on using content to power sales enablement.
My previous post covered the key role content plays in preparing sales teams for the road ahead. But sales enablement doesn’t end with training and preparation. Customer communication is another key piece of the sales enablement puzzle. From a sales standpoint, this really comes down to live presentations and on-demand communications.
As any sales rep can tell you, lots of things can go wrong during a sales meeting. Fortunately, content and resources can cure a lot of these ills, so it’s important to make sure reps are armed with the right assets.
Today, live presentations can be held in-person, virtually, or both (for example, if part of your audience is in the room with you, while others are listening in over the phone). Reps need to be enabled to deliver the right message no matter what the situation may be. From a sales enablement perspective, this includes:
Seamless access of approved presentation content (often in the form of PowerPoint slides) to ensure accuracy, clarity and consistency
The ability for reps to personalize this content for specific audiences without altering the overall message
The tools to get those messages across in any situation
This last point can involve company-issued tablet devices for spontaneous presentations (or more intimate conversations with one or two people), mobile-friendly content for reps to share with prospects, and of course, the ability to present in both face-to-face and virtual situations.
(As to the point about company-issued tablets – don’t scoff. Salespeople are among the most common groups to use tablets for business purposes, and Vertic has projected that enterprise tablet shipments could reach 96 million by 2016. If you’re interested, here are some more cool stats on enterprise tablet adoption.)
Of course, even if reps can’t have a live conversation with a potential customer, that doesn’t mean they still can’t communicate. On-demand resources like customer testimonials, case studies, product data sheets and similar content types can be shared with prospects to review at their convenience, allowing reps to indirectly further the conversation.
Video content has become particularly effective for on-demand sales communications. Reps can now share links to online video presentations via email, social media – even QR codes. The popularity of video (over 100 million Americans now watch online video content every day) means salespeople can deliver messages in what is quickly becoming the preferred format for many individuals.
The increase in mobile device usage also gives potential customers the flexibility to view on-demand videos anytime, anywhere from their smartphones and tablets. This is especially relevant when you consider that by 2011, video had already made up 69% of all mobile data traffic, as reported by Brightcove.
(Speaking of mobile, the new HTML-based Brainshark Mobile Player enables iOS and Android users to get more out of their Brainshark presentations. Viewers can respond to interactive questions, download attached documents, share presentations via email or social media and much more.)