Marketing and sales enablement teams put together a 100 different sales collateral on shared drive folders or their choice sales enablement tool. Yet, sellers keep sending the same one-pager or case study time and again, to every prospect they come in contact with. <\/p>\n\n\n\n
Maybe you had some initial success with a particular piece of collateral, but is there a chance the same case study you’re sharing with a prospect to help them might actually be turning them away and hurting your chances of closing the deal?<\/p>\n\n\n\n
Studies say yes. A report by Forrester<\/a> suggests that 57% of buyers remarked that the content they receive is useless. This just means one thing – lack of personalization. More often than not, the content that’s supposed to help a buyer evaluate a product or service, isn\u2019t tailored to the buyer’s needs.<\/p>\n\n\n\n The first step is acknowledging the problem. Most sellers understand that you can’t cookie-cut the same cold email<\/a>, objection handling technique, or even the closing pitch, and satisfy all kinds of buyers. Why would choosing the right sales collateral be any different?<\/p>\n\n\n\n As a salesperson, if you’re sending them your<\/strong> favorite collateral instead of something the buyer would benefit from… that’s a problem. To determine which type of content works for any given prospect, you\u2019d need insights into the type of person they are. Good for you, Humantic AI’s buyer intelligence<\/a> is right here at your fingertips. <\/p>\n\n\n\n Dive in to learn what’s the right collateral to share with different kinds of buyers, based on their personality and preferences.<\/p>\n\n\n\n