Tuesday, November 30th, 2010
I’ve had recent conversations with business owners that expressed some frustration that they’ve invested a lot of time and money into creating content for their sales reps, but, that the data is not being used consistently, if at all. This reminded me of the famous line: “Build It and They Will Come“ in the movie Field of Dreams. There are many businesses that built content libraries to train the sales force. In fact, my wife is in a business that has a ton of information on their site, but, the expectation is that she will have time to go find what she’s looking for. I think there’s a better way to utilize content - by delivering it directly to the person in an organized manner rather than expecting the person to “go get it”. This same issue exists for websites. People will have to find you first before any of the content has value.
Using marketing automation tools, companies can be more proactive and control the delivery and consistency of their messages. I have one client that is in the MLM business and they experience a lot of turnover. I believe this high turnover can be reduced if they changed their process for training. Specifically, by bringing the new reps up to speed by delivering training information incrementally and to include tests in the process. Then, the company will now specifically, who is responding and who isn’t and can take a more proactive approach to their reps success. I feel that business development processes are moving in this direction and that it is no longer adequate to simply create the information and expect people to seek it out. Much opportunity will be lost. What are your thoughts?