SALES CONTENT


The data revealed two interesting findings: • Sellers were much more likely to use content when they learned about it from a high-performing peer vs. a sales leader or marketer.


• Sellers were significantly more likely to use content after watching a high-performing peer provide basic details and demonstrate how to use the content in a customer conversation, as opposed to only providing basic details about the asset or including a case study.


2 SCIENCE-BACKED WAYS TO GET SELLERS ENGAGED WITH CONTENT Here are two science-backed ways to motivate your sellers to use your content.


1. Recruit a High-Performing Seller Overall, learning about new content from a high-performing peer led to much higher use intentions from sellers. And despite being a subject matter expert, the product marketing manager had the least impact on use intentions. Some results varied based on the sellers’ levels of experience and performance. Less experienced reps, for example, were significantly more likely to use the content after watching the senior sales leader. Experienced sellers were more skeptical. They had lower-than-average use intentions after hearing from the sales leader or product manager. Interestingly, underperforming sellers were significantly more influenced by their high- performing peer.


2. Demonstrate the Conversation When asked about the different approaches,


sellers indicated that they would be less willing to use the content after hearing only basic details about it. Sellers also felt differently about seeing the


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Read the GETTING SELLERS ENGAGED Report Here


case study vs. a demonstration of the content, depending on which presenter delivered it. Overall, sellers were significantly more likely to use the content after watching a role-play demonstration from a high-performing peer. Recruiting an all-star seller to demonstrate a buying conversation will have the best results. However, if a sales leader or product marketing manager presents the content, using a customer case study is more likely to motivate sellers to use it. Interestingly, the simulated role-play was


the least effective method for sales leaders, showing worse results than presenting only the basic details of the content. This could be because sellers trust the example more when it’s demonstrated by a colleague who they know has been successful—not an executive or product marketing manager.


MOTIVATE YOUR SELLERS TO USE YOUR CONTENT All the effort your marketers put into crafting the most persuasive collateral gets wasted if you can’t persuade your sellers to use it. Worse yet, when sellers don’t use what marketing provides, they often spend hours every week recreating their own content to use in customer conversations. The results of this research show that even if you start with identical content, the presenter you choose—and the story they tell—significantly affects your sellers’ willingness to use it. Get our full research report, Getting Sellers Engaged, to dig deeper into the results of this study and see what else you can do to motivate your sellers to use new content. 


“Sellers are much more likely to use content when they learn about it from a high-performing peer vs. a sales leader or marketer.”


12 | SPECIAL EDITION 2023 SELLING POWER | ALLEGO.COM © 2023 SELLING POWER.


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