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How do I get my sales team to use the content that I produce?
My sales team doesn’t listen to me or care about the content that I’m producing.
Your issue is credibility. Salespeople will listen and use your content if they believe your content will move their deals and help them hit their quotas. Two things you should do: (1) get on calls with them so when you conduct training you reference a call where you feel your assets will help. (......Read More
There needs to be alignment on the content itself between you and the sales team. Is the content answering a pain point they have? Is it actually useful in answering questions their audience has? Are you prescribing or pushing a specific time and place to use the content? Is the content actually ......Read More
I periodically survey my sales team and ask them what their most challenging conversations are with buyers, what materials they have found the most helpful and WHY, and what their most burning need is. When I push them new materials or highlight something I've already sent them, I specifically re......Read More
Be sales' therapist. Really. Talk to them. Understand their pain points, and, more importantly, get them to have more clarity about their own problems and needs. You don't "get them to use (y)our content." You get them to use your concepts by soliciting their input and using it to develop content......Read More
I recommend collaborating with your sales team in producing the content. The best way I've gotten my sales force to care about what I produced is to align with what they need and possibly produce themselves. So if they work on decks often (which they likely do), how can you help them by incorpora......Read More
I agree with what others have said and would add that you might benefit from a bit of a retrospective with your main sales counterparts. If they're not listening to you or don't care about what you product, you may have earned a negative reputation with them. Repairing that reputation will help a......Read More
Include your sales team from the beginning and you'll largely remove this problem from the root. Orient yourself around what's in it for the sales team and they'll sit up and start to take notice. I meet with the leaders of sales and SDR teams each week to surface problems that they're having an......Read More
Feedback from champions in recent deals can be helpful here, too. When was it hard to make the case internally to switch to your product? How did any competitors in the deal make it easy to buy from them than you? Correlating the buyer's experience/ feedback with your won and lost outcomes should......Read More
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