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How to Create Customer Experiences that Boost Sales

Posted by Rebecca Spary on 5/30/17 11:00 AM

It’s the age of the customer and the computer. Gone are the days of sales professionals being the sole source of product information. Today’s buyers control their own journey, with 74% of buyers conducting more than half of their research online before talking to sales professionals (Forrester, 2015). 

The buyer-seller relationship has been turned completely upside down. The power has shifted from the seller to the buyer, transforming the buying process. In order to keep up the sales process must also transform.   

As a marketer or sales professional it’s our job to make sure that the sales experience is easy, valuable and enjoyable for our customers. Today, we’re exploring four ways to deliver value and win deals in the modern sales environment.

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#1. Understand your customers’ pain points

This may seem like a simple task but it’s a vital one. You have to remember that your customers no longer ‘need’ you; they have online access to detailed product information, customer reviews, your competitor’s content, and so much more.

In order to overcome this challenge put yourself in their shoes and identify how you and your solution can meet their needs and resolve their pain points. Your job is to add value to the sales experience. Often the best way to get your customers on board is to show how your product or service can uniquely solve their problem.

The best way to achieve this is by using relevant data and content to demonstrate your understanding of their position and how your solution will work for them.

You should also focus on asking the right questions and attentively listening to the answers. The right questions, “are questions that move the prospect from an intellectual position of knowing they have a problem that needs to be solved, to an emotional state of trusting you to solve that problem in a way that will satisfy them… Mastering the right questions will ensure that you and your client build a strong relationship, wherein you can both succeed.” (Sales HQ).

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#2. Make your conversations relevant

A daunting trend in sales is buyer’s poor opinions about salespeople, with 86% of buyers reporting that content is neither useful, relevant, or aligned with their needs (KissMetrics). Additionally, 75% of sales professionals report that they ‘occasionally’ or ‘never’ get what they need from marketing (Demand Metric, 2015).

Getting the right content to the right people is simple with a sales content management solution (SCM). SCM takes your entire content library and allows you to filter down your content, by sales stage, buyer persona, product, content format, etc. so that you’re only sharing content relevant to your prospect. 

Make sure that every conversation you have with your prospect is tailored to how you can help them specifically.

Interested in learning more about how to tailor your marketing messages to your prospect’s need? Then check out ‘5 Reasons to use Account Based Marketing for your Digital Sales Content’!

Tailor your content and sales presentation to the specific needs of your prospects to make them feel special and to help build a strong relationship between buyer and seller.png

#3. Don’t waste your customer’s time

Every conservation between you and your prospects should add value to the sales experience. Whether it’s an in-person presentation or an email, never waste your customer’s time, if they tune out or lose interest then you’ve lost your chance.

Go in with a plan and a time frame. Before meeting with a prospect be sure to organize your thoughts, create a content playlist, and practice selling points, that way when the time comes you can present them effectively and create a memorable customer experience.

“Thank you for meeting with me today, I appreciate you taking the time. In the next 30 minutes, I’d like to talk about x, y, and z.” 

Of course, you can never be completely certain about how your prospect will respond so be sure to allow for some flexibility in your agenda, and have additional content ready in case your prospect shows interest in something else.

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#4. Improve your skills and stay up to date on training

Back in point #2 we referenced the fact that buyers feel that sales professionals don’t have access to content that is relevant; this lack of resources and knowledge of a prospect’s needs makes for a poor customer experience. 

As a sales professional you want to create the best customer experience for your prospects, so you have prove that you’re knowledgeable about both your products and your prospects.

Effective and consistent sales training is a necessity for creating a great customer experience, check out ‘Spring Training: Revitalize Your Sales Training Strategy’, for tips on how to turn your sales team into all-star players.


Stand out from the crowd 

Stand out from your crowded competitive landscape and provide a your customers with the five-star sales experience that they want with WHUT. WHUT is the leading sales content management solution for manufacturing, dedicated to improving the way you publish, present, share, and analyze content. 

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Topics: Sales, Sales Training