As a salesperson in a technology-driven industry, it is easy to get caught up talking about products rather than the challenges they solve for customers. While technology discussions are an important part of the buyer’s journey, they need to be blended into a bigger story and presented at the right time.
In a recent survey conducted by Sirius, sales executives voiced concern that marketing content is too product-centric. They stated that content is too focused on features rather than benefits. What’s really needed is solution-centric material that fits the customer’s narrative. It is imperative that content be matched to specific personas for specific parts of the buyer’s journey. Explaining feature after feature is required at some point in the sales process, however the customer’s interest in a solution must first be captured before deep conversations on technical features.
So, let’s look at 3 examples of buyer-centric, solution rich content you should be creating.
Buyer Guides
A buyer’s guide is a great way to clearly the challenge your company is addressing, outline the solution(s) your company offers, then back up the solution with the technical details. This guide will start with relating to the customer, stating the solution, and then backing it up with technical facts.
For example, new advances in PoE lighting systems have enabled integrators with a new revenue source. First, the guide must clearly define the challenges related to dark areas around a property and the risks associated. Darkness provides cover and most cameras can’t see in total darkness. The solution is to implement low voltage lighting that can be integrated to the other security systems and activated based on alarms. Then, once the customer realizes there is a solution to their challenge, more details about the technical aspects of PoE lighting can be presented to reinforce the validity of the solution.
Use Cases
A use case is often the easiest story-telling content to produce since it does not require the permission of a previous customer to be used as in a case study. The use case highlights the same key components as the buyer’s guide, however, presents it in a story-telling format, often just one page, that is easily read and understood by your customer. It adds context based on a specific vertical market or application solution that is relatable to the markets your company serves.
Checklists
A checklist is an ideal add-on to a use case or buyer’s guide. It enables your customer to take ownership of your proposed solution by engaging them in solution design process. The checklist can help them define their challenge more specifically so that the information can be used by your sales and engineering teams to design a custom solution. With our prior example in mind, a checklist could be used to clearly define the areas of a facility that need supplemental lighting. With this information, your customer will have a clearer understanding of their needs and your sales team will know exactly what areas are of most concern earlier in the process.
Successful Content
Understanding the challenges your customers face from their perspective will ensure your team is creating helpful content that resonates with your prospects. Jumping too far into the technical details too soon can result in presenting a confusing message.
Our team is here to support your sales efforts and marketing programs by helping create successful, customer-centric content marketing campaigns.
Contact Vector Firm today to discuss your sales initiatives and content marketing needs.
