4 digital sales assets you need to have ready to send
When someone says to you, “this all sounds great, can you send me some more information”, what’s the first thought that runs through your mind? You probably say “of course, no problem”, then hang up the phone, take a moment and go, shit, now what do I send them?
You can of course ask someone on the phone what information they would like to see and it’s not a bad question to ask, but in truth, they probably don’t know themselves exactly what they want to see, so it’s best to have a selection of things ready to send.
Now every business is different, every sale is different and every person you’re dealing with is different, but there are a number of assets that, if you have ready to go at a moment’s notice, will help you progress the sales conversation in a clearer, more efficient, less stressful way. So here’s 4 assets you should have standing by whenever you need them.
#1 A Process or How we work Document
Everyone is different when it comes to buying services. Some people are simply looking for a price, some people are looking for someone they can get on with and others are looking for a detailed understanding of how you approach a project. Regardless of how clear you are on which one a prospect is, my personal opinion is that it’s best to over communicate and make sure you address any questions they may have before they even answer it. And the only way to do that is to have a range of things ready to send.
During a phone call it’s likely you’ll get asked about how you typically work, but it’s dangerous to expect that prospect to remember everything that you said, they’re likely talking to other companies and this activity will only be one small part of their day. Having a process document available to send to them straight after the call, will allow you to make sure that they understand everything you said and provide them with another opportunity to take in everything you said.
Now a process document can be whatever you want it to be and it can be a visual or as simple as you want it to be. If you’re creating a PDF document then you can make them interactive and include links to videos and web pages inside of that document that the reader can click on. It doesn’t even need to be a written document, you might decide that an infographic is the best way to explain your process, in which case you might have a one page, landscape image, that demonstrates how you work in a mixture of pictures, graphics and small segments of text. Ultimately it’s up to you.
#2 A Quote Template
I don’t know about you, but I used to spend quite a long time writing proposals and quotations for new clients For me, I like to provide people with different pricing options so that they have the opportunity to choose whatever is relevant to them, but I also like to make sure they have all the information they could possibly need.
When I first started, I didn’t have a template, I didn’t even have a rough word document saved, so every time I got a new lead I’d have to write the quote from scratch. As time has gone on I’ve crafted, created, designed, redesigned and optimised our quote templates into something that allows my team to write quotes very quickly and very efficiently, whilst still allowing us to mould them to the unique needs of the personal we’re dealing with.
As with the process document, these templates can be a simple of as visual as you want them to be, but ultimately the aim behind them it to map out a structure and flow that makes sense to you and presents the information in an easy to understand way, that you can then edit and alter fairly easily to allow you to mould it to suit the particular project you’re quoting on.
#3 Case Studies
No doubt we’re all familiar with case studies, yet it’s amazing how many businesses either don’t have them, or don’t do anything with them. Having case studies on your website, whether they be written or videos is fantastic and for anyone visiting your site it gives them an opportunity to learn more about you and how you work.
And yet, when you’re working with a new prospect, perhaps you’ve had a few phone calls, sent a few emails back and forth, this is the perfect opportunity to get these case studies out to people, but many don’t. In my opinion, case studies should primarily be created for the prospect and not for the company making them. Sure it’s important to shout about your successes and highlight why you’re great, but these case studies should help a prospect make a decision. If they’re not helping to influence why someone should work with you, then really what’s the point in having them.
For many of us running small businesses, we often work with a wide range of different clients: some big, some small, with different decision makers and many across different industries, so it’s important to have something for everyone. It’s all very well having a great case study about an IT Company that you worked with recently, but if you’re selling to an Garden Centre, that case study isn’t all that relevant. Imagine how powerful it would be if you could send a case study to them describing a similar project you worked on with another Garden Centre, or at least another retail business. Potential clients will use these case studies as a factor when choosing who they want to work with, and when the case study is more targeted, they will be able to spot their own challenges within the case study and see how you addressed and solved those problems.
The more variety of case studies you have, the easier it will be for you to use them during your sales process. So when a prospect asks you for case studies or examples of what you’ve done before, you won’t be scrabbling around trying to figure out what the best thing to send them is.
Now as I mentioned before, it doesn’t matter what format your case studies take. Videos are arguably more engaging and give you the opportunity to interview your clients and get them to tell the story for you, which in turn is incredibly powerful for a future client to hear, but written case studies also have a strong role to play. A written case study allows you to package up the project in a specific way, write about it both from your point of view and include quotes and testimonials from your clients, and then add in photos, graphs and videos to further tell the story. If you can, having a good balance of videos and written word case studies is probably a good way to go.
#4 Examples of previous work
Depending on what you sell this one won’t be relevant to everybody, in which case for some of you, case studies will be more than enough and will likely cover similar insights anyway. However for those of you who sell a service or a product that can be showcased in a visual, audible or physical way, then it’s a good idea to have examples ready to send.
For example, for us at Warpline, we have a range of videos, photos and graphic design from different clients, across different industries, ready to send at a moment’s glance. As we discussed in the case studies section, this allows us to pick specific examples that are most relevant to what the prospect is looking for, or for the industry that they’re in.
Printers will often have samples ready for different materials and print finishes, web designers will provide links to different websites they’ve made, estate agents will have examples of recent properties they’ve sold. Ultimately this is down to you and whether you feel your product or service can be presented as an example of previous work, or whether you’re better off just creating case studies.
Whatever you decide, I also want to make you aware that these examples don’t necessarily have to be sent out on their own as a separate asset. For example, you might want to embed photos and videos into a proposal, or perhaps you have a nicely designed template ready, specifically for these types of assets. Again, it really doesn’t matter, all of this is to make sure you have things ready to send, the moment someone asks for them.
My Final Thoughts
The sales process is different for every business, across every industry and for some of you, you might not need all of these assets, but it can’t hurt to be prepared. You just never know who you’re going to be dealing with, what their challenges are or what information they’re going to want. The quicker you can be in responding to them and the more information you can provide, the greater the opportunity you have of turning them into a paying client and ultimately isn’t that what we all want?