Today’s buyers self-educate before they want to talk to a salesperson. You need to provide a range of informative materials that let your potential customers know they are in the right place. Once your buyer starts interacting with sales, you’ll also need a range of materials to help move the sales process along.

Buyer’s concerns shift as they go through the buying process. Neil Rackham’s research shows that buyers mostly focus on their needs in the solution development phase. Then in the evaluation phase buyers focus on determining how well your solution solves their particular business problem. Finally, buyers focus on risk and cost in the commitment phase. Having materials available to address key buyer concerns at the selling phase they are in (e.g. customer testimonials in the commitment phase) will help accelerate your sales process.

At Garth Rose Consulting Group we audit client’s sales & marketing materials and work closely with the in-house team to create a content building plan and then help the team get the necessary materials built. We’ve seen how quickly new content can help improve conversion ratios and shorten sales cycles. Let us know how we can help.