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A salesman on talking to someone on the phone and writing notes down on a piece of paper.
Simon Bullmore14/2/2023 00:12 AM1 min read

How can digital marketing make life better for sales people?

In the internet era, what buyers need from sales people has changed.  They want a personalised experience where the salesperson is supporting their decision making, rather than pushing their own agenda. 

I get 100+ cold emails and LinkedIn messages each month and reply to two at most.  A couple of things make me more likely to reply:

  1. An offer of a solution for a problem I’m trying to solve, right now.
  2. Being clear how the first interaction they are proposing will help me solve that problem.

See the challenge? Sales people’s efforts are wasted unless they know the timing is right for me. So your mission is to answer the following questions with your sales team: 

  • From a buyer’s perspective, what value do your salespeople offer? What problems do they solve? And how?
  • What stages in your customer’s buying process do your sales people add most value to? 

Your answers should be about what buyers need, not what you want them to do. Your CRM should give you insights. You might also want to review social media, website journeys, and ask existing clients.

Then, use what you’ve found to support your sales people’s engagement with buyers.

  • How do you spot when a buyer is most in need of help?
  • How should you communicate on emails and landing pages about how your sales people can help?

Want more tips? Check out our easy to digest ebook here

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Simon Bullmore

Simon helps our clients develop effective growth strategies and data literacy programmes. With a background in business psychology, Simon has worked in data, business development and training for over 17 years. This includes leading the learning programme at the Tim Berners-Lee founded Open Data Institute, and the launch of Harvard Business School's first European office.