You know that suspenseful moment in a sales meeting…the moment when the buyer decides if they’re in or out.
In this moment, the prospect is teetering, and it’s critical for reps to have every resource at their fingertips to close the deal.
The problem is that most reps go into meetings with stacks of materials, but don’t have the ability to quickly reference them in those moments of truth.
Instead, they fumble for the right statistic or customer testimonial, and in the meantime they’ve lost the buyer’s interest and the sale.
Having The Right Materials At The Right Time
Buyers do not have the time or the attention span to wait for sales reps to hunt for materials mid-meeting.
The first way to leverage mobile technology for outbound sales is to ensure that your reps have the right materials at the right time. They need to be quick on their feet and ready to answer any question at the drop of a hat.
Sales enablement platforms like App Data Room, allow you to have the most up-to-date information available from the convenience of a mobile device. Updates made to products, logos, statistics, customer reviews, or other relevant information are reflected in presentations without reps having to manually make updates.
Consistent and Scalable Media
If your sales reps are each using a different presentation, it’s difficult to determine what is and isn’t resonating with clients.
By keeping presentations consistent, you can directly measure its effectiveness and make adjustments accordingly. This consistency also gives you better control of the overall brand of the company without hindering the unique sales style of every rep.
Once you have consistency, the presentation becomes scalable. You can grow your sales team while keeping your communication foundation stable.
Reps new to the process can then easily see curated data of what information connects best with potential customers. This lowers the learning curve, and gets reps into an efficient selling groove faster.
Moving Information From Client To Sales & Marketing
With a platform like App Data Room, you can see the frequency that each piece of media is being viewed. The marketing department can watch this data closely and make recommendations on how to improve the process.
Marketing can track things like which pieces of information sales reps are sharing the most in sales meetings or which media is being requested most by clients after meetings.
These insights keep sales and marketing teams in constant communication.
It opens up a communication channel and gives marketing a better grasp on what is effective in the sales materials they are creating.
This process encourages collaboration to answer questions like, “Which links from the presentations are being clicked the most?”, “During the presentation, what piqued the prospect’s interest?”, or “Was there a point in the meeting when you saw something being lost in translation with the prospect?”
This combination of objective and subjective feedback results in targeted and hyper-effective presentations.
Sales & Marketing on the Same Team
Through mobile platforms, marketing can provide the sales team with optimal sales materials in order to positively influence the “moments of truth.”
One type of content the marketing team can provide is trigger-based content. Whenever a prospect’s interest is “triggered” in a particular part of a presentation, the sales rep can add that bit of information to a list, much like an online “shopping cart.”
Once the presentation is over, the rep can send the prospect a “greatest hits” list of curated information created by marketing.
When a prospect clicks on a link from the post-meeting material list, this can trigger what is called “contact based marketing.” The prospect will then be opted in to additional marketing information relevant to them.
These “triggers” can also extend beyond the presentation and even onto showroom floors. On a showroom floor, a platform like App Data Room can scan the badge of a convention attendee and send them whatever marketing material is relevant to them immediately.
Don’t underestimate the power of immediate gratification in a sales meeting.
When a prospect wants a piece of information, your sales reps can have it in seconds by using mobile sales enablement technology.
Consistent presentations give you the ability to mine data and create hyper-targeted marketing materials that sales can use to knock meetings out of the park. Sales decisions often come down to these moments of truth, and you want your reps to be as prepared as possible.
This post is based on an interview with Orrin Broberg from App Data Room. App Data Room is a Mobile Sales Platform that deploys and manages rich media sales presentations & marketing materials for your salesforce in the form of a mobile app.
Listen to the episode that this post was based on here:
James Carbary is the founder of Sweet Fish Media, a podcast agency for B2B brands. He’s a contributor for the Huffington Post & Business Insider, and he also co-hosts a top-ranked podcast according to Forbes: B2B Growth. When James isn’t interviewing the smartest minds in B2B marketing, he’s drinking Cherry Coke Zero, eating Swedish Fish, and hanging out with the most incredible woman on the planet (who he somehow talked into marrying him).