The reason their efforts fail is that sales staff are not trained in the art of messaging, content creation, visual expression, and presentation dynamics. That is the domain of the Marketing department.
But reps are force into performing this content creation task precisely because Sales and Marketing are not aligned. Thankfully, there is something you can do about it. The answer is deceptively simple – you need to identify each Major Interaction in your sales process. So, what exactly is a Major Interaction?
Major Interactions are the client-facing meetings that happen at various points in a sales campaign. They are of particular importance because, if conducted successfully, the campaign will result in an advance towards the buyer’s exit criteria.
Examples of these client-facing events include:
- Introductory Meeting
- Needs Analysis Meeting
- Discovery Review and Results Meeting
- Product Demonstration Meeting
- Solution Outline Meeting
- Proposal delivery meeting
- And so on
The way to give life to the Major Interaction concept is to have Marketing create a presentation template for each event. With a standard sales process that maps to the five phases of a prospect’s buying cycle, it is easy for Marketing and Sales to get in sync.
Watch what happens when reps are freed from this presentation creation duty and can leverage marketing-created content that is situationally-appropriate to the sales campaign.