Five Tips to Bring Sales Conversations to Life

Tips to Bring Sales Conversations to LifeGreat sales conversations start with understanding the challenges and goals of an organization. They are filled with messages, stories and resources that help tell a story of success with customers in similar situations.

Here are 5 tips and ideas — along with a few examples — for how marketing and sales operations managers can create the tools and resources that help salespeople bring conversations to life.

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Target Messages to Roles


Turn Thought Leadership into Sales Conversations

Produce Multi-dimensional Proof

Build Content for Reuse

Take a Fresh Approach to Creating Differentiation

Create collateral that is simple to digest but still delivers complex brand and solution messages to specific audience targets.

An interactive guide is a great way to show multiple targets in the same organization how your solutions solve specific needs. Be sure to:

3 Build role-specific messages and content

3 Show a path from challenges to positive outcomes

3 Deliver in a tool that serves both buyers and sellers

Both buyers and sellers can interact with this single tool to access all the information needed to learn more about business outcomes and the path to get there.






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Arm your salespeople with truly unique conversations by extending thought leadership assets into an integrated suite of tools.

A best practices guide or benchmark report can be a fantastic foundation for sales conversations because they encourage interaction between the buyer and seller. Be sure to:

3 Create or repurpose thought leadership that presents a truly unique perspective

3 Create an interactive presentation around the content for sellers

3 Support sellers with conversation guides, sales emails and next step assets to build momentum

Using a thought leadership foundation, multiple assets were created to support

a complete sales process, including whiteboard conversations, case study books, emails, sales guides and more.






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Extend the value of case studies by providing quick and easy access to proof points in a variety of formats.

Beyond static, individual case studies organized by customer name, consolidate case studies by specific challenge area, vertical niche or results. Be sure to:

3 Produce assets in a variety of formats, including ebooks, thought leadership and presentations

3 Leverage consolidated assets into campaign activity

3 Create seller-facing case study tools to provide right-time access to information

This iPad/iPhone-friendly tool serves up customer reference data in sound bites but

also provides links to larger stories.






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Make every marketing dollar pay dividends by designing content for reuse before you build it.

A well-defined core asset serves as a great foundation for a “think like a publisher” strategy. Be sure to:

3 Design assets in “chapters” that can stand on their own

3 Leverage visual story-telling techniques to turn words into visual assets such as infographics and ebooks

3 Leverage the assets into multi-touch campaigns and sales enablement tools

One thought leadership asset served as foundation for the creation of workbooks and TCO tools, infographics, emails and a case study book aligned to solution areas.






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Leverage roundtable, conference and webinar presentations and discussions into unique content assets.

Instead of having your guests download presentations they’ll never view again, turn key points of live events into creative assets. Be sure to:

3 Create ebooks, videos and other assets that can stand on their own

3 Deliver as part of campaign activity or sales follow up

3 Consolidate polling results into a compelling asset, and use it as a contrast/compare opportunity to collect additional survey data

This ebook summarized key points made during an executive roundtable, and interpreted live polling data with additional perspective from panelists

and subject matter experts.

About LAunch InternAtIonAL

Launch International brings more than 20 years of experience to its best-practices approach to sales enablement, strategic marketing and thought leadership. We develop the tools, assets and resources that marketing, campaign and sales enablement teams deliver to help salespeople accelerate a customer’s buying process and close opportunities faster.

(p) 215-230-4340

www.launchinternational.com

@2012 Launch International, Inc. All rights reserved.®

Every client we serve is turning up the heat on the content they produce. If you’d like to see more samples of what your peers and colleagues are doing, click here for a 15-minute one-on-one call with one of our subject matter experts (SMEs). Via WebEx, we’ll show you real-life examples of how best-in-class companies:

3 Target Messages to Roles

3 Turn Thought Leadership into Sales Conversations

3 Produce Multi-dimensional Proof

3 Build Content for Reuse

3 Take a Fresh Approach to Creating Differentiation

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