POWERFUL CONTENT CREATION?

:- Nicholas Tung

Best sales trainer singapore October 1, 2019

There are many ways to create content, but to create a powerful content, you will need someone who is experienced and passionate.

To create content that will fuel your sales funnel will be dependent on three factors:

  • Creating the right content
  • Targeted for the right customers
  • At the right time and stage of the funnel

Factors that influence the content:

It entails the following;

  1. Shaping your acquisition infrastructure
  2. Understanding the types of sales acquisition objectives
  • Defining your target persona group
  1. Development of relevant content to your personas
  2. Understanding and defining the customer buying journey
  3. Understanding and defining the sales life cycle stage
  • Aligning your content strategy onto these processes
  • Aligning your content with your acquisition methods.

 

Shaping your acquisition infrastructure

Customer acquisition is the process of the business applying tools and techniques to gain new customers. Acquiring new customers is an intricate process informing and convincing to purchase products at the various phases of the buying cycle. You must be clear in every stage to bring them through the process. The business needs to have an automated system to streamline the process and ensure every sales representative follows closely. – Does this sound like a no brainer? So why do companies not do this? Simple. Two particular reasons. The company doesn’t believe in the return on investments and are not willing to pay.

Singaporean IT companies do not have the capabilities to deliver to the price quoted. I would be dead honest, to deliver such technologies, the price tag would be $150,000. Who would pay such an amount? If the buyer is not willing to pay, how can the seller develop it with quality? Over time, based on my experience, I decided to say “Shit it, I would rather not do it.”

More than not, Sales managers may understand that they require such tools to keep up to track and to be able to train staff. In my experience with many SME(s) companies, sales managers do not have the luxury to only manage a sales team. Unfortunately, as such, most of their time is spent on the field achieving sales targets. In this case, why do you call them sales managers?

A manager’s primary duty is to nurture, train, grow and overwrite from the overall sales team. A quick check on the biggest organizations in the world, the most effective sales manager grows his wealth primarily with the power of influence and leverage.

In the short term, the Company will see a great dip in the sales, some reports indicate close to 30%, but in the following months and years, they see a month after month 25% growth.

A sales manager’s duty is not only to sell. A sales manager’s duty is to be able to educate, influence, empower. A sales manager’s aim should not be selling because the core skills which separates a sales representative and manager are knowledge, experience and a deep understanding of the product offering and strategies to structuring a deal.

If you do not dare to speak to your boss on the current problem, it means that you love your boss. A Food for thought, who actually is the KING in the Company? – Maybe the boss? Maybe the investors?

The Company is the KING, not your BOSS. Remember, your boss is, in fact, the biggest slave for the Company. Think about it? If you don’t bring in sales. What do you lose? What does your boss lose? Investors meeting, if KPI is not hit, what happens to your boss?

If you think I am moving out of topic – WAIT. Hold on. I am not. This is completely relevant to the acquisition infrastructure. History has proven that innovation keeps the company moving, and innovation has no clear line. It can come in a form of organizational structure or product offering. Let me give you a case study. Remember Kodak? Or Nokia? They used to be one of the biggest market movers in their industry! What happened to them?

Let’s give them the benefit of doubt that the CEO was a very smart man, but what exactly was the failure? Did you not think that out of 10,000 employees, one man would be able to understand that the future steps are to acquire and revamp the structure? – I would love to explain this in person.

Understanding the various types of sales acquisition objectives

The acquisition strategy has five stages which are – awareness, audience, conversions, direct sales, up and cross-sell which can be broken down to awareness stage, thinking stage and decision-making stage.

The key questions that you should ask in shaping your acquisition infrastructure are – how much contractual values are needed? How many leads do I need to generate? What methods do I need to apply and how much time do I need? What is the value that is presented to maximize conversion? – Everyone knows this since most of the readers are high-level sales representatives, I will not need to explain.

 

Defining the target persona group

A persona is the characteristics of a person and what drives him. The persona is important since you can determine what a person wants and needs in terms of his/her persona. The persona can map out what the marketer has to deliver to the target consumer. This shows exactly what the marketer has to prioritize in order to relate to the customer, and how to get the consumer to purchase more by giving them what they want.

Marketers may generate as many findings as possible but the best person to truly attain this information are sales representatives, as you meet your prospect, your duty is to extract as many information as possible without them knowing. – As subtle as a Ninja and as deadly as a Samurai.

This goes on to understand whether your product offering serves the wants or needs. Do not be mistaken by the textbook of logical findings that you can only sell a product or service based on an individual or organization’s needs. This is not true. – Some “buyers” may purchase because they want to make their life easy. Well… Some may justify that it will increase productivity, but what are the figures attached to it? Think about it. – Justina may know this well. Oh, she really needs the Fendi Slippers or she really wants the Fendi Slippers? OR Nicholas really needs a car or he really wants a car?

Development of relevant content to your persona

You can use this question matrix to build your content. Marketers may be able to use this to their benefit but I am not being specific and it differs from industries.

Mapping your content onto the customer’s buying journey and life cycle stages.

Customer’s buying journey is the same as the acquisition process; it entails the awareness stage, the consideration stage, decision stage, and post-purchase stage. While the life-cycle stages are the sales funnel type, you have to take into serious consideration the entire journey. The journey ends only when the customer shuts his doors in your face. Referring back to Chapter 2, you can read that the funneling process and life-cycle stages of a customer are never-ending, and the primary reason is that your product offering will always be added into your product line. – If you are not adding product line into your business every 3 months, you are in serious trouble. Trust me. Been there, done that.

My advice is to keep your customers close, provide as much value even if you know that the customers are not going to buy from you today. If he does not buy from you today, maybe he will buy from you tomorrow? Conduct various tests to experiment.

Don’t be shy. Don’t need to be worried about how people see you. Trust me, as long as you continue trying, you don’t need to be worried. – I have walked this route long enough to have thousands of people find me weird, but the ultimate success to me is that they do not understand that if I am not able to close a deal, I will take the opportunity to try different approaches. The true master of a closer is someone who practices until perfection.

What is the worse thing that can happen? Does the whole office or organization judge you? Does it affect you? No… because truly, they are not giving you money. – Please take note to not OVERDO it, just make sure it is still on a professional level.

Why mapping is important?

 

Mapping is important because;

  • It explains how the customers actually buy and their purchasing history.
  • It shows what type of research you should conduct in every stage of the buying journey
  • Provides an understanding of the type of content that the audience would like to receive
  • Gives insight on what content is needed in the stages of every stage of the buying journey

A deep understanding of powerful content creation will allow your organization to pull more customers in quicker instead of the opposite.

 

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