How to close that difficult sale with the help of content? – WAU

Does your company end up finding many difficult sales when it tries to expand its business? Learn here how to end this problem!

In any commercial team it is common to face both easy and difficult sales. However, it is sometimes difficult to identify what may have caused this difficulty.

Let’s look at an example:

Salesperson: This automation tool allows you to create capture pages on your company’s website, manage leads and flow nutrition via E-mail Marketing. What do you think?

Prospectus: I liked it, I want to buy it now.

Now one more example:

Salesperson: This automation tool allows you to create capture pages on your company’s website, manage leads and flow nutrition via E-mail Marketing. What do you think?

Prospectus: Well, I’ll think about it, and I’ll tell you anything.

Did you notice the difference?

The sales pitch was exactly the same, but the prospect’s purchase decision was not the same.

Therefore, selling is not something that is linked only to the salesperson’s ability to express himself properly and speak well of the product, but rather to identify customer pain to make them buy.

In the two examples above, we did not specify what happened in the first conversations that each salesperson had with the prospectus before reaching that part of the closing.

However, it is certain that the latter paid less attention to the pain that the prospect had, which justifies his interest in buying the tool.

After all, truth be told: people don’t want to know how wonderful your product is, but how it can solve the problems they have.

What makes a sale difficult is precisely to identify how it can be done in a unique and personalized way.

That’s why we developed this post in order to reduce this difficulty through Content Marketing and Digital Marketing.

Come on?

Know your customer’s pain through the purchase journey

The first step in reducing the difficulty of selling is understanding the shopping journey of your customer, that is, what reasons lead you to buy your product or service.

To summarize this journey, it is very common to use the sales funnel, which is divided into three parts:

  1. Top of the funnel: also known as the stage of the problem, because it is the moment when the person discovers having a pain that needs to heal. For example: you need to increase your company’s revenue.
  2. Middle of the funnel: here the person already starts looking for ways to solve the problem they have, that’s why it is called the solution stage. Same example: to increase the company’s revenue, the person discovers that he needs to generate more leads.
  3. Funnel bottom: this is the conversion stage, as it is the moment when the person discovers the ideal solution through a product or service. Still the same example: now she finds an automation tool for generating qualified leads, it is at this stage that the product is purchased and the pain is resolved.

As you can see, the customer does not buy the product because it is very good, but because it solves a problem that he has from the top of the funnel.

A common mistake in some companies is to focus only on the bottom of the funnel when launching their Marketing campaigns, so the web is full of blogs, fan pages and ads from companies that only talk about their products.

Of course, this is important, as the public needs to know what you offer.

But failing to pay attention to the people at the top and middle of the funnel can make your company miss many opportunities to sell, because it is in these two stages that the difficulty of selling can be better understood.

Therefore, your Digital Marketing strategy needs to be aimed at attracting people in the three stages of the buying journey.

But, after all, how to attract people who are at the top and middle of the funnel?

If you have paid media campaigns on Google Adwords, you are certainly attracting people who are already at the bottom of the funnel, as these ads are precisely intended to capture who is already at the time of purchase through an offer.

Since the people at the top and middle of the funnel haven’t arrived yet, the most efficient way to attract them is through production of content on corporate blog.

Let’s use one more example to better understand how this works. João, commercial manager of a medium-sized company, has a big problem: sales are falling and he can’t understand why.

For that, João goes to the internet to search in order to try to understand what is happening, it is at this time that the contents come into action.

By inserting the keyword “low sales”, João can find content that deals with this subject whose titles can be:

Discover the 10 reasons why your sales are low.

Did your company’s sales drop? Understand why.

Find out which markets are dropping in times of crisis.

When reading this content, John and many others like him discover that they have a problem, that is, they are at the top of the funnel. In the middle of the funnel, online searches usually bring more specific terms such as “tips to sell more”, so the content that appears in these searches can bring titles close to:

Discover 7 tips to make your sales team sell more.

5 steps to start selling more right now.

Find out which sales techniques bring the most results.

As a rule, top funnel content is meant to bring more visitors, while medium funnel content can generate more leads. So the more articles like that you have on your blog, the better it will alleviate your audience’s pain as they move to the bottom of the funnel.

Content Marketing is not just about writing beautiful text

Therefore, Content Marketing is not limited to having a blog and writing text, as anyone can do that.

Much more than that, the Content Marketing is a Digital Marketing strategy aimed at generating results from the creation and publication of articles on a corporate blog.

Although it seems simple, this is a job that requires a lot of attention and dedication, so much so that some companies even hire Corporate Blog Analysts for this purpose. After all, before starting to write a text, it is necessary to go through some strategic points.

The first is to create the persona, that is, a fictional character that represents a company’s ideal customer.

It is necessary for the production of content to be directed to that persona and for articles to be produced based on the subjects she most searches for on the web and the language with which she identifies.

Only in this way, your blog can attract the right audience.

Then it is necessary to develop the content planning, that is, which topics will be covered in the blog articles, which keywords must be inserted for indexing to occur in Google, among other points.

Thus, the production of content can be done effectively with a focus on bringing more visitors and leads through organic traffic.

Follow the results and end the difficult sale once and for all

Once you have a strong flow of people coming through the top and middle of the funnel, part of them will be willing to talk to your sales team, either by filling out a form to download an e-book or infographic, the raised hand she gave on her website to speak to a consultant or even sign up for the Newsletter.

And to capture these leads, the ideal is to have a good CRM in which they can be organized and categorized so that salespeople can contact them.

So also consider some metrics to know conversion rates for sales, such as CAC, LTV and ROI.

Only then can the sales department measure how efficient the sales actions generated through content strategies are being.

For this, it is essential that the marketing department is also aligned so that both can walk together in achieving this goal.

After all, if few visitors and few leads are coming, it is Marketing’s duty to analyze through Google Analytics and other tools what may be causing this drop and what should be done in the production of content to improve this capture.

And, thus, your company’s sales team will be more efficient when making a difficult sale.

Therefore, if you still do not do Content Marketing, it is recommended to start now, as it is the most appropriate way for Digital Marketing to better understand the pain of your audience and bring it to you.

And if you would like to see an example of how this strategy can really bring assertive results in terms of sales, check out the article we wrote detailing how a single blog post generated revenue of half a million reais for Websites Are Us.