Digitizing your sales aids: our advice

In a context of increasing digitalization, and faced with prospects who are highly autonomous and well-informed, the company needs to be present at the right time, on the right media and with targeted content to move them along the sales funnel. At every stage of the customer journey, sales teams need to be able to draw on a variety of media to reinforce prospects' confidence. To stand out from the competition and perform, companies must develop a customer-focused content strategy and digitalize their sales aids.

What are sales support tools?

Sales support tools (SSTs) refer to all the physical (brochures, leaflets, catalogs, etc.) and digital (white papers, articles on blog, newsletters, CRM, webinars, etc.) media that enable companies to effectively support prospects in the three phases of their decision-making cycle:

• Raising awareness ;
• The demarcation ;
• Conversion.

With unlimited access to information, today's highly independent prospects research and compare several products or services before making a purchase. During this phase of reflection, their attention is strongly solicited. Once they have all the information they need, they will choose the company that has succeeded in being present at the right time, on the right channel and with an ultra-targeted, personalized message that meets their expectations.

OAVs are part of a strategy designed to optimize prospects' experience throughout their buying journey. They enable sales teams to adopt an expert posture to stand out from the crowd, thanks to a service tailored to prospects' needs.

Digitizing your sales aids: what's at stake?

From prospecting to sales, VVOs streamline and facilitate the sales process. They enable you to move faster, deliver greater added value, and optimize sales actions and marketing. Today, digitizing sales aids is essential for any company wishing to improve the productivity of its teams as well as its performance.‍

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1. Raising awareness‍

Before buying, a prospect generally looks for answers to a need or problem on various platforms (forums, search engines or social networks). They then enter the first reflection phase of the sales funnel. By reading a variety of content, they learn about the answers to their questions, enabling them to identify their problem more precisely. The beginnings of a solution quickly emerge, in the form of products or services.

To exist in the eyes of prospects, companies need to attract their attention with relevant information. As they are fully aware of the problem they face, they are able to offer them content that can provide food for thought, while at the same time starting to raise awareness of their products or services. To establish a relationship of trust with their audience, companies can rely on educational and informative content, such as articles from blog or publications on social networks.

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2. Stand out from the competition‍

In this second phase of the decision-making process, the prospect has already identified potential solutions. Now it's time to compare the different offers and select only the most relevant. This phase is the most critical in the funnel: the company must succeed in transforming the prospect into a lead. The company's solution must arouse enough interest for the prospect to consider contacting contact for more information.

For prospects to be receptive to their offer, companies need to rely on compelling specialist content that ensures engagement and positions them as experts. With a content strategy aimed at attracting prospects in phase 1, they can collect e-mail addresses via newsletter sign-up forms or downloads. These addresses then enable them to interact directly with prospects, offering them personalized, in-depth content. Here, white papers, newsletters or webinars are highly effective tools for creating a strong connection and establishing credibility.

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3. Convert‍

Lead-to-customer conversion marks the final phase of the purchase funnel. Companies that succeed in convincing leads to decide to buy are those that have succeeded in setting up relevant FVOs in line with customer expectations. In the previous two stages of the prospect's decision cycle, they have succeeded in advising and preparing them for the purchase with engaging communications.

In the pre-conversion stage, the company needs to offer promotional content that demonstrates the benefits that the product or service will bring to the prospect. This can take the form of brochures, case studies, customer interviews, demonstrations or even sales presentations that present the product or service in an attractive way.

How to choose the right sales tools?‍

To respond effectively to the expectations of informed and demanding consumers, companies need to digitalize their sales aids. As the buying process and customer relations are themselves digitized, they need to adapt their tools to meet their performance objectives. To meet the challenges of this inevitable global digitalization, digital signage software is an extremely versatile tool, suitable for a wide range of uses. Discover 3 reasons to choose digital signage and its dedicated Cenareo solution as a sales support tool.

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It facilitates the sales cycle‍

In-store digital signage is a comprehensive sales support tool that can be used at every stage of the customer journey as a :

• An acquisition tool that generates qualified traffic by distributing content tailored to specific parameters that can be customized from the Cenareo platform;
• An enhancement tool to develop brand awareness and image by broadcasting promotional videos, publications on social networks or customized content created from the management interface;
• An information tool that provides access to complementary and exhaustive information on a product through the integration of APIs that automate the distribution of content and the retrieval of data from third-party software;
• A retention tool that immerses customers in immersive, 100% interactive scenarios that entertain them and enable them to carry out a large number of actions at the click of a button (purchase or order pick-up) to prevent them from leaving during busy periods.

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It meets the challenges of digitalizing customer relations‍

Digital signage perfectly meets the expectations of ultra-connected consumers. Today, they are accustomed to using multiple digital channels and media to interact with a company, and demand a linear, fluid and qualitative service .

Digital signage is perfectly in line with the omnichannel approach adopted by companies wishing to multiply their points of contact to offer new, ultra-personalized shopping experiences.

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It authorizes data collection and analysis‍

Digital signage makes it possible to collect data on consumers' habits and desires, which they leave behind during their visit to the point of sale. Once this data has been collected and analyzed, companies can offer a smoother experience and a higher level of customized service . Thanks to this global vision of the customer journey, they are able to study their targets and their needs on an ongoing basis, so as to satisfy them ever more effectively.

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Accessible, ergonomic and scalable, the Cenareo solution turns digital signage into a support sales aid with a high ROI. Choose a trusted partner to help you digitalize your customer relations and boost in-store traffic.

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