SlideShare a Scribd company logo
7 Ways to Use Content7 Ways to Use Content
to Start, Stoke, andto Start, Stoke, and
Speed Up The SalesSpeed Up The Sales
CycleCycle
Everyone is selling
something.
All the time.
To Sell is Human
Buying habits have
changed.
How we find what we’re
looking for is changing.
The Challenger Sale
78% of B2B
buyers are
looking for
information
around their
business
challenge.
Buyers get 57% of
the way through a
purchase decision
before they’re
willing to engage a
sales rep.
90% of
consumers
find custom
content
useful.
78% believe that
organizations
providing custom
content are
interested in
building good
relationships with
them.
Because 61% of
consumers say they
feel better about a
company that
delivers custom
content, they are
also more likely to
buy from that
company.
88% of
buyers use
white papers
to research.
Often sales people neglect
to take advantage of
how content marketing can
help them:
Engage static leads.
Prompt conversation with key decision makers.
Provide a reason to connect “in between” purchasing decisions.
7 Ways Content Can Start,7 Ways Content Can Start,
Stoke, and Speed UpStoke, and Speed Up
The Sales CycleThe Sales Cycle
Send downloadable content to a
decision maker who has stalled in
the buying process.
ONEONE
Blast downloadable content to your
existing clients to remind them
you still exist.
TWOTWO
Print downloadable content out in
color and include that with seminar
or workshop materials.
THREETHREE
Create a 90 minute
workshop around
custom content.
FOURFOUR
Offer downloadable content as a
reason to sign up for a webinar or
schedule a follow up conversation.
FIVEFIVE
Include content as part of your
follow up to a conference call or
onsite meeting.
SIXSIX
Use downloadable content to
add credibility to your
product or service.
SEVENSEVEN
Strategically Using
Content Will:
Elevate you above your competition.
Add value to your client or prospect.
Affirm that you are relevant and effective.
“I understand your world.”
and
“I’m not here to waste your time
asking you
to teach me about your business.”
–from The Challenger Sale by Matthew Dixon and Brent Adamson
Twitter: @ben_stroup | Facebook: Ben Stroup
LinkedIn: Ben Stroup | Google+: +Ben Stroup
Web: benstroup.com | Blog: thecontentmatrix.com
E-mail: ben@benstroup.com
BEN STROUPBEN STROUP

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