Direct sales people continue to have significant lead generation responsibilities. In later buying stages appropriate content is critical when selling in person as well as to on demand customers — those often hidden members of a B2B buying team.

For the sales channel, this requirement extends to sales training, pre-call prep and coaching, as well as marketing content.

According to IDG Connect, 90% of content created by marketing is for the first two buying stages, Awareness and Consideration. Buyers report they find relevant content only 46% of the time. IDG reports the lack of buyer relevant content reduces a vendor’s chance of closing the sale by 45%.

This leaves sales people starved for support and forces them into a content production role for which they are not well suited, nor interested.

Sales ready content must reflect a personal understanding by the sales professional of the specific issues each customer — and buyer role — faces. Sales must select, tailor and even personalize content for optimum effect, timing and selling integrity.

Complex and important explanations and messages must be delivered with clarity and consistency. Traditionally this required a “four legged sales call” with experts brought to meetings. But these messages must also be shared across the buyer organization. Since video provides subject expert delivery of messages, the requirement and importance of video content is rising.

Avitage brings two decades of experience creating sales ready content for customers. The Avitage Second Voice Vignette program is specifically designed for sales professionals who need a “second voice” in sales calls. Our modular content publishing methodology creates sales and channel ready content — even for video formats.