I talked to Jim Burns of Avitage about how to support B2B value selling sales teams with the right knowledge, communication support, and situation-ready content.
High-performing content is your First Product and Currency with which you earn attention, interest, engagement -- this is the way you create value for buyers. Unfortunately, many executives aren't aware of strategic imperative of high-performing content and the impact on their business. Since most content tends not to be sales or situation ready, it generally performs poorly, often negatively, which does not reflect well on the salesperson or the company brand.
Jim and I discussed:
How to assess the current state of your current sales content assets.
What Jim believes to be the underlying causes of why content doesn't perform well.
The primary cases for using sales content:
Knowledge, Shared Learning, Preparation support Communication Support Situation-readyHow an organization should go about producing content that is high-quality, high performing and sales-ready.
What Jim recommends in terms of deploying content, or making situation-ready content easier for salespeople to access and use?
And much more.
Enjoy the interview!
About Jim:
Jim Burns is a sales professional with a unique expertise in sales conversation and content. For over 20 years his company Avitage developed sales content and software that improved the way sales professionals differentiated themselves and created value for customers through the way they sold.
B2B selling organizations of all sizes have benefited from breakthrough approaches Avitage provided to capture and incorporate selling knowledge into daily activities. They've learned how to create effective communication support and situation-ready content that fuels value selling models.
Avitage no longer produces content. They help organizations capitalize on methodologies and practices that create high-performing content, at scale, without compromise.
