In a context of increasing digitalization and facing very autonomous and knowledgeable prospects, the company must be present at the right time, on the right media and with targeted content to move them forward in the sales funnel. At each stage of the customer journey, sales teams must be able to rely on several supports designed to strengthen the trust of prospects. To stand out from the competition and perform, the company must therefore develop a customer-oriented content strategy and digitize its sales support materials.
What are sales support tools?
Sales support tools (OAVs) refer to all physical (brochures, brochures, catalogs, etc.) and digital media (white papers, blog articles, newsletters, CRM, webinars, etc.) that allow companies to effectively support prospects in the three phases of their decision cycle:
- Awareness-raising;
- Demarcation;
- The conversion.
In a context of unlimited access to information, prospects, who are now very independent, research and compare several products or services before buying. During this phase of reflection, their attention is strongly solicited. Once informed, their choice will focus on the company that has managed to be present at the right time, on the appropriate channel and with an ultra-targeted and personalized message that meets their expectations.
OVAs are therefore part of a strategy aimed at optimizing the experience of prospects throughout their buying journey. They allow sales teams to adopt an expert position to differentiate themselves thanks to an adapted service and sound advice with regard to the needs of prospects.
Digitizing sales support materials: the challenges
From prospecting to selling, OAVs streamline and facilitate the sales process. They make it possible to go faster, to deliver a lot of added value and to optimize commercial and marketing actions. Today, digitize its sales support materials is essential for a company that wants to improve the productivity of its teams as well as its performance.
1. Raise awareness
Before buying, a prospect generally seeks answers to a need or a problem they encounter on various platforms (forums, search engines or even social networks). He then enters the first phase of thinking about the sales funnel. Through the reading of various contents, he becomes aware of elements of answer, making him more precisely identify the contours of his problem. Quickly, solutions emerged in the form of products or services.
To exist in the eyes of prospects, businesses must therefore attract their attention with relevant information. Being fully aware of the problem they encounter, they are in a position to offer them content that can feed their thinking while starting to make them aware of their products or services. To establish a relationship of trust with their audience, businesses can rely on educational and informative content, such as blog articles or social media posts.
2. Standing out from the competition
During this second phase of the decision-making process, the prospect has already identified potential solutions. It is now up to him to compare the different offers to select only the most relevant one. This is the most critical phase of the funnel: the company must succeed in transforming the prospect into a lead. Her solution should arouse enough interest for the prospect to consider getting in touch with her to get more information.
For prospects to be receptive to their offer, businesses need to rely on compelling specialist content that ensures engagement and places them as experts. Thanks to a content strategy aimed at attracting prospects in phase 1, they can collect email addresses via newsletter subscription forms or downloads. These addresses then allow them to interact directly with prospects, by offering them personalized and comprehensive content. Here, white papers, newsletters or webinars are very effective tools for creating a strong connection and establishing credibility.
3. Convert
Converting a lead into a customer marks the final phase of the buying funnel. Companies that succeed in convincing leads to decide to buy are those that have been able to set up relevant OVAs based on customer expectations. During the previous two stages of the prospect decision cycle, they were able to advise and prepare them for this purchase with engaging communications.
During the pre-conversion stage, the company must offer promotional content that demonstrates the benefits that the product or service will bring to the prospect. These can be brochures, case studies, customer interviews, demonstrations, or even sales presentations that discuss the product or service in an advantageous way.
How to choose the right sales support tools?
To effectively meet the expectations of informed and demanding consumers, businesses must digitize their sales support materials. Since the purchasing process and the customer relationship are themselves digitized, they need to adapt their tools to achieve their performance goals. To meet the challenges of inevitable global digitalization, a digital signage software is an extremely versatile tool, suitable for many uses. Discover 3 reasons to opt for digital signage and its dedicated Cenareo solution as a sales support tool.
It makes the sales cycle easier
The digital signage in store is a very comprehensive sales support tool that intervenes at all stages of the customer journey as:
- An acquisition tool generating qualified traffic through the distribution of content adapted according to defined and customizable parameters from the Cenareo platform;
- A promotional tool developing the brand's reputation and brand image by broadcasting promotional videos, publications on social networks or personalized content created from the management interface;
- An information tool that provides access to additional and comprehensive information on a product through the integration of APIs that automate the distribution of content and the retrieval of data from third party software;
- Retention tool that immerses customers in 100% interactive immersive scenarios that entertain them and allow them to perform a large number of actions in one click (purchase or withdrawal of order) to avoid leaving in case of high traffic.
It meets the challenges of digitizing customer relationships
Digital signage perfectly meets the expectations of ultra-connected consumers. Today, they are used to mobilizing several channels and digital media to interact with a company and require a linear, fluid and qualitative level of service.
Digital signage fits perfectly into the the desire of businesses to be omni-channel wishing to increase the number of contact points to offer new and ultra-personalized shopping experiences.
It allows data to be collected and analyzed
Digital signage makes it possible to collect data relating to the habits and desires of consumers, which they leave during their visit to the point of sale. After retrieving and analyzing this data, businesses can then offer a smoother experience as well as a higher and tailored level of service. Thanks to this global vision of the customer journey, they succeed in studying their targets and their needs constantly in order to always better satisfy them.
Accessible, ergonomic and scalable, the Cenareo solution makes digital signage in stores a sales support with a high ROI. Choose a partner you can trust to address the digitalization of customer relationships and promote in-store traffic.
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