Can an educated sales team close more deals?

Introduction

If your sales team doesn’t understand all the features and benefits of your product, you could be leaving money on the table.  Products in the water industry use complex technologies to solve challenging problems

Does your sales team truly understand all the features and benefits of your innovative, earth-shaking, new product?  Maybe not as well as they could.

How can you get them up to speed in time for product launch?  A white paper can do that job.

“A white paper?”, you ask.  Indeed, the water industry publishes white papers for all sorts of reasons.  White papers can:

  • generate leads
  • influence a selection committee
  • redefine a market space through your solution.
  • build authority, credibility, and thought leadership
  • keep up with competitors who have white papers.

Another powerful use is education.  You can educate potential customers, channel partners, and the media.  But most importantly, your own sales force.  They are at the forefront of your marketing strategy – the face of your brand, literally.

Read on to discover how white papers educate your sales force, which can lead to increased conversions.

White papers educate your workforce

The best type of white paper to use to educate will depend on the sales team’s technical sophistication.  Are they trained sales and marketing people?  Or are they qualified engineers?  Credentialed scientists maybe?  A mix of all?  Let’s think about the three main types of white papers and see how they can help educate your sales team.

  1. A problem/solution white paper helps your team understand an industry-wide problem. It then explores the technology in the market that provides a solution.  The white paper then describes and  explains your ‘new’ technological solution.
  2. A numbered list white paper could be used to itemize the features and benefits that you want the sales team to focus on.
  3. A technical backgrounder could be used to provide the team with all the technical features that prove the benefits. Visuals, like graphs and charts, could illustrate the proof.

Then again, you could also mix it up.  Combine two types to come up with something even better.

For educating the sales force, a problem solution combined with a numbered list could be magic.  The problem sections would give the team the information they need to understand the problem and your customers’ pain points.  The solution section would fully define the technology behind your product – the solution.  A numbered list could list and define all the features and benefits in an easy to read and remember format.

Depending on your product and your sales team, a technical backgrounder could also be mixed up with a numbered list.  The background section would provide in-depth technical details about your product.  The numbered list section would list statistics and specifications that the sales team then highlights with customers.

Conclusion

Whatever type of white paper you choose, just be sure not to leave money on the table.  Educate your sales force so they can sell all the benefits of your product.

White papers are a valuable tactic in a content marketing strategy.  Professionally developed and actively promoted white papers can generate leads, build thought leadership and, importantly, educate.

 

 

A persuasive white paper uses simple language to explain complex technologies.  In this free special report, you will discover the true value of a persuasive white paper.

 

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