A good Sales Enablement solution doesn’t only provide salespeople with easy access to sales collateral and a simple means of delivering presentations to customers, it also gives marketing the opportunity to better understand how sales is using that collateral. Getting to the bottom of what works and what doesn’t – both in terms of content and sales practice – can help everyone improve their performance and ensure customers are getting a good experience. So how can your Sales Enablement data help you improve sales presentation content? Let’s take a look at some of the reports you might run to answer that question.
What content are your salespeople using?
Running a report to see which pieces of content are being shown to customers and which aren’t can be very revealing. As we’ve previously reported, much of the content created by marketing goes unused by sales – no doubt a source of frustration and discord between the two departments.
With a Sales Enablement Tool it’s possible to see exactly which pieces are being shared with customers and which are being ignored. In this data, you will find useful insights as to what works and what doesn’t. There may be a commonality between those unused files. For example, if your team is continually ignoring text files in favor of visuals, it may be because they find it easier to present visuals than text – or that they get a better response from customers when information is presented in a more visual way. In which case, why not see whether it’s possible to create more visual versions of the text-heavy content? Or, if that’s not possible, offer training on how to present the other types of files.
How long is it being shown for?
This might seem innocuous, but the length of time a slide is being shown is interesting information. Let’s take for example a relatively complex flow chart describing a technical process. If you find that the majority of users are spending less than a minute showing this slide, the chances are they are not giving their customers the time to understand the process. On the flip side, however, if this one slide is taking up 80% of the presentation time, that’s also a problem. Sometimes a technical process needs alternative handling – this might be the time to invest in video.
If the report shows that none of the content is being viewed for more than 30 seconds, this might be a sign that your salespeople are trying to cram too much content into their meeting. Some training on delivering presentations would help them to understand how to make the most of the sales collateral.
In what order is it being shown?
The order in which the material is shared with customers shows the journey that the salesperson is taking them on. The least you want here is for the journey to make sense. Is there a consistency across the board, or are some customers getting an entirely different experience to others. How do those customer journeys stack up over time? Is there a link between the order of the ‘story’ they’re being told and the conversion rate? There are lessons to be learned in the data you can glean from these reports.
We’re definitely advocates of customer-centric meetings, where you can adapt your presentation according to the customer’s questions, but with the right data to hand it should be possible to anticipate customer questions and prepare accordingly.
Which content is being emailed to the client?
Since it’s also possible to follow up with customers through the Sales Enablement Tool, follow-up content can also be measured. When analyzing these reports, you may find that salespeople are consistently returning to the same old case studies to attach to follow-up emails because those are the ones they are familiar with.
To encourage them to expand their horizons, you might consider setting up a regular newsletter informing salespeople of what is available and, for the longer pieces, summarizing the content and the applications for which it is best suited. This should help encourage users to freshen up their follow-up and make the most of the material available.
How can all this be analyzed?
A good Sales Enablement Platform should allow you to download reports as .csv files, meaning you can more or less do what you want with them. Downloading reports on a regular basis gives you the opportunity to track changes over time – for example, the impact of any training given, additional content added or old content removed, changes to the team structure, etc. Of course you can also compare this to other data, such as conversion rates, to see whether these relatively simple tweaks are impacting the bottom line.
How are you using data to inform your sales practice? We’d love to hear from you!