True Story: What Every Salesperson Ought To Know Before Writing Content

What Every Salesperson Ought to Know Before Writing Content

Here is what every salesperson ought to know before they hit publish: the buyer can tell the difference between content written to sell and content written to serve. I learned this the hard way, and it connects closely to why every sales leader needs a genuine point of view.

Much has been written about salespeople, especially those who are employees, speaking up, writing and curating on social channels such as LinkedIn.

Speaking up in the sense of using their voice, sharing their thoughts, telling us their experiences, voicing their opinions or debating their point. Yet so many don’t.

We ask why? as well as why not? and realise there are a plethora of reasons – company policy prohibits rogue writers from potentially tarnishing their brand, marketing’s ego says ‘that’s OUR domain’, potential clients aren’t on the platform to even read the words, massive uncertainty about what to write considering it can’t be a sales pitch about the product, and of course, good old faithful, ‘what if people don’t read it, don’t like it, comment unfairly or find it totally subpar’.

95% of buyers chose a solution provider that ‘Provides them with ample content to help navigate through each stage of the buying process’. [Source: DemandGen Report]

The types of content were not mentioned. However, if we remove product and company related content, which I am sure you agree would come further down the sales conversation line, then what other content is there to write about or even curate that would stand you in good stead and ensure you be seen as a relevant resource?

Well, ‘82% of buyers feel more positive about dealing with a company after they have read customised content. ‘ [Source: DemandMetric}

It’s really quite simple.

Content relevant to THEIR industry, THEIR business, THEIR role and perhaps even THEIR fears and challenges as an individual because every intersection impacts the buying ecosystem as I have shared in my T4 Model.

The WHAT, WHY and the HOW can usually be sorted from a strategic perspective.

And then, what’s left is you actually doing it?

Content can be anything that is relevant.

It could be an email or share highlighting something as simple as an event or a competitors event (THEIR competitor!).
It might be an article you share that is current, topical and relevant that you see come up your feed.
It might be you taking pen to paper and creating your own piece that has opinions, hacks, shortcuts or any other methods of ideation drawn upon by others.

Using your voice is you being resourceful.

Let me share a real life story that highlights my rule and addresses the ‘what if it doesn’t work’ scenario or the ‘what if they don’t like it’ situation.

That is really what every salesperson ought to know before writing another word of content: write like a human who sells, not a seller pretending to be human.

I’m Bernadette – founder of the Decision-Led Revenue™ Operating System and The Revenue Leader of Influence™, where I work with CEOs and sales leaders to build a sales team they can rely on to think, make the call, tell the truth about pipeline and own the result.

If any of this resonated – or if you’re staring at a revenue problem that feels like it should have been solved by now – I’d love a conversation.

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And if you’d rather join the discussion, you can also join me on Substack. That’s where the Revenue Leader of Influence community is starting to have these conversations in real time.