How Great Content Can Increase Closing Rates & Decrease Sales Cycles
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Transcript of How Great Content Can Increase Closing Rates & Decrease Sales Cycles
Content to Close:
How Great Content Can Dramatically
Increase Closing Rates While Decreasing
Sales CyclesMarcus Sheridan
@TheSalesLion
• My Brief Story
• The most critical Sales and buying trend today
• The Big mistake companies keep making with their content
strategy
• The subjects that EVERY content strategy must include
• The critical usage of Video Content for Sales results
• The Who, What, and How of Video Content to Sell
Today’s Game Plan
www.RiverPoolsandSpas.com
**At this point, if we’re writing a
book about “content” (for SMBs)
and it isn’t VERY focused on Sales
we’re likely missing the mark.**
**Everything we’re discussing today
is geared towards B2B & B2C. Please
don’t see yourself as an exception.**
How many pages of the your
website would a potential
client/customer be willing to read?
30
For 7 years,
we’d been
selling the
wrong way...
(Mrs. Grizzard)
Honest and Transparent
Content is the greatest
sales and trust-building
tool in the world. Period.105
70%(zero moment of truth)
A “culture” of
listeners and
teachers…
They ask.
You answer.
The Most Prolific
Marketing Model in the
World…
The Big Content
Mistake
FLUFFFLUFF
This is where your
content should
ALWAYS startBuyers
Lookers
Considerers
This is where,
unfortunately, most
content starts
THE BIG 5:
WHAT DO BUYERS *REALLY* CARE ABOUT?
• Cost
• Problems
• Versus
• Reviews
• Best
$3,500,000.00
Off one-single article
Vs. & Compare
What Impact Will Video Content
Have on Us, our Sales Teams, and
Our Customers Going Forward?
90% of user say that seeing a video about a product is helpful in the decision
process.
After watching a video, 64% of users are more likely to buy a product online,
according to ComScore.
Mist Media reports that the average internet user spends 88% more time on
a site with video.
By 2019, global consumer Internet video traffic will account for 80 percent of
all consumer Internet traffic.
Our motto should be simple:
If we aren’t showing “it”– “it”
doesn’t exist.
(at least, not in the eyes of the buyer)
5 Types of Videos You Should
Focus on for Sales in 2017
1. “The 80%”
2. Who we’re NOT a good fit for
3. Service/Product Pages
4. Sales Person Bio Video
5. Landing Pages
“Because of Insourcing and Content
Marketing, we can account for at
least 20 million in sales we
otherwise would never have gotten.”
-Krista Kotrla, Block Imaging
Guys,
Y’all may be sick of hearing these stories but I still get a kick out of it. I just had a conference call
with a pain management center in Arkansas. Come to find out before we even spoke, the purchaser
had printed off several of my blogs to bring to her board meeting. It enabled her to answer questions
on comparison models, budgets, what equipment they needed etc.
She had read and seen so much of our content she said she couldn’t wait to talk to me. She told me
who my competitors were and how much they were quoting. Even when I told her we would likely
charge more, she said “but I trust you guys, I’d rather work with you”.
I realize they don’t all line up like this, but when our funnel is working at its best it’s so so so
sweet…I’m sure I could still find a way to screw up the deal but the point is, I couldn’t be better set
up to succeed.
The effort to produce the content is WORTH IT! Thank you to the stellar efforts of the marketing
team for really setting us apart.
Best Regards,
Chris Sharrock
Product Manager – C-Arms
