Quality content is seen today as one of the key drivers of winning deals. Over two-thirds (67%) of businesses created more content in 2016 compared to 2015, and one of the biggest challenges for sales teams is finding and using the right, personalized content in order to close their deals.
As the role of content in the sales process becomes more crucial, it becomes clear there is a growing business demand for an efficient document management system to seamlessly deliver the right content to the right prospect, at the right moment in the sales journey.
How to meet the growing demand for personalized content
Forbes notes that today’s millennial generation are the most influential generation of consumers ever with an annual buying power in America alone of $200 billion. They are the driving force behind the economy and authentic content empowers them.
The Harvard Political Review reports Millennials spend an average of 25 hours per week online and they’re looking for content-driven media from websites to blogs to social media. 33% of millennials rely mostly on blogs before they make a purchase, compared to fewer than 3% who use TV news, magazines and books.
Millennials are looking for ebooks, whitepapers, blog posts, videos and other how-to information. They want expertise and thought leadership before they close a deal. Sales teams are desperately trying to meet this generation’s demand for authentic, personalized content, but the American Marketing Association reports that over 90% of the content they generate is not adequate or being used.
To create the type of content millennials are looking for, businesses need to implement the following 6 steps to successfully manage their sales documents.
1. Assess the state of your sales documentation
Ask your sales team how long it’s taking to retrieve the relevant content they need to engage prospects. If your company is using cloud storage, you need to consider how effectively your document management system integrates with your cloud storage service.
2. Include your sales team in the planning process
Use your team’s feedback to get a clear idea of the document management process they require. Find out what their pain points are. Are they spending too long searching for documents? Are they wasting time recreating documents instead of efficiently working from templates, which can be personalized? Look for a solution that provides templates to accelerate your time to market and includes marketing collateral, sales presentations and proposals.
3. Move from a manual sales collateral management solution to an automated one
IBM research has found that effective search works far better than organization. The quicker your team can search and find the documents they need, the quicker they are able to respond to prospects and drive sales.
4. Consider moving to the cloud
Cloud storage is one of the most effective ways to store and backup content. When it comes to document management, you should be looking for cloud storage services that streamline the sales process.
5. Integrate your document management system into the sales processes
It’s essential your document management system integrates with your existing sales processes and filters content according to different target markets, products and selling stages. Millennial consumers will not respond favorably to standardized documents, you need modularized sales messaging specific to each unique user situation.
6. Implement a document analytics process
In order to clearly ascertain which documents are helping win pitches and close deals, you need a document management process that delivers a detailed analysis on what content is working efficiently in order to sell smarter.
Improve your sales content and enhance productivity
In order to be effective and productive, sales teams need a simple, integrated document management system that delivers personalized content according to each buyer’s unique situation and stage in the buying cycle.
PandaDoc provides this and companies using our single-platform, all-in-one solution have cut document creation time down by 50% and increased close rates by 30%.