A common problem faced by today’s marketers is struggling to bridge the gap between their sales force and potential customers. Without high-quality, engaging content, a salesperson’s efforts could go entirely unnoticed, thus decreasing the visibility of the content created by the marketing team. So, how can a company’s marketing efforts assist their sales representatives in finding new prospects and closing deals?

Never underestimate the power of high-quality content as a solution to assist your sales force to overcome customer objections. Relevant and high-quality content is perhaps the quickest and most efficient way to make a lasting first impression for your customers. By doing this, you help your sales force stay on important messages. Quality content can come in the form of videos, infographics, case studies, and much more. It is a means of showcasing what your company has to offer in a fast, dynamic way. In addition, it helps the sales force stay on message with key communication points designed to differentiate products, services and the company.

Should prospective customers show little to no interest in the content being shown, a simple change of narrative could persuade them. Focus on what they have to offer and align it with your efforts to foster collaboration and build relationships. Consumer research has shown, on average, businesses lose roughly 20% of their customers every year by failing to develop and maintain effective messaging. This can be especially detrimental when considering the fact that taking on new clients is costlier than retaining existing ones. For that reason, marketers and salespersons alike should nurture these relationships from beginning to end. Send content which re-enforces key messaging into the pipeline on a regular basis to provide your sales team with the content and tools to drive product trials and adoption.

High-quality content makes it easier for your sales force to deliver the right message in the sales cycle when engaging their customers. We all know the sales force can get distracted from the various responsibilities they have (administrative work, sales calls planning and demonstrations). Marketing has the responsibility to make it easier for their sales teams to sell and detail their products and services to their many customers. The sales team is an integral part of most businesses. Providing them with the information necessary to allow them to perform at the highest levels possible is a mutually beneficial practice that marketing teams can help with tremendously.