Sales Enablement platforms help sales reps with the resources they need to close deals faster. These resources may include content, tools, knowledge, and information to effectively sell your product or service to customers. The platforms ensure that these resources are available as and when the reps need them.
Effective content management is one of the most important use-cases of Sales Enablement platforms. Why? Most content is usually created by Product or Marketing teams. In the absence of a Sales Enablement platform, it is shared with the sales reps over emails, WhatsApp groups, shared drives or knowledge centres of the CRM. These channels face multiple issues but there are two major issues:
- Difficult to access relevant content. Content shared over mail or messaging groups need to be downloaded by the reps. With new versions getting released monthly, reps may end up having multiple versions of the same content on their devices. It is not uncommon for reps to share a previous version or irrelevant version with the customers by mistake. The dependency of downloading the content is also with the reps. What if they missed the update from the content team to download the latest version?
- Inability to personalize content for the customers. The content shared by emails, WhatsApp or shared drives is always standard content. The standard content does not always resonate with the customers and is often ignored by the reps. Reps eventually end up spending a significant amount of time creating customized content for their customers on their own.
Most Sales Enablement platforms address the first issue by ensuring the latest and relevant content availability. However, these platforms are not able to provide effective solutions to the second issue - creating personalized content for the customers. The tools effectively become glorified content management systems.
Why is content personalization important?
Customized content created for your customers is specific to their individual needs. The content should help the customers articulate their problems better and provide a solution for the same. The content should not boast about the product features and functions, which the customer is not able to relate to.
The content needs to be tailored for various aspects of the customer’s buying process. This content, when shared with the customer, should help the customer pass through the specific phase of the journey they are in.
- In the early stages of the customer’s purchase cycle, the customer needs to be made aware about the challenges and to share a vision that the solution is within their reach. At this stage, it is important to focus on the impact and the solution.
- In the next phase, while the customer is actually contemplating the purchase, more focus on the product features and functionality should be emphasized. This content will be much more detailed.
- After the purchase, constant engagement with the customer through achievements, posters, greetings and courtesy messages make the customer feel valued. This helps get renewals, referrals, upgrades much easier.
sharpsell equips sales reps with personalized content to engage with customers and customized presentations to share with customers as per their needs. All the content is accessible through a single source - the sharpsell platform. Companies using sharpsell have seen an increase in sales productivity with higher number of products sold, higher ticket size, increased visibility on prospecting, reduced content creation cost, reduced time to first sale, reduced costs of training, and uncovering insights on product feedback.
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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