4 Key Marketing Assets for Relationship Selling
All B2B selling is consultative selling. And relationship sellers in particular are under a lot of pressure to be thought leaders.
With longer sales cycles and more complex buyers, a good mix of collateral is key to building credibility and staying top of mind.
Here are four assets that are essential to your marketing collateral library.
1. Topical case studies
Case studies are a tried-and-true selling tool, and they’re great for both opening a conversation and sealing the deal for relationship sellers.
“Topical” case studies are more like articles. Instead of following the traditional “Challenge - Solution - Benefit'' format, topical case studies tell the story of how your company solved a very specific problem.
Collateral that addresses specific issues enhances your authority. Generic case studies are good for showing your experience, but topical case studies show your expertise.
2. Consensus-building pieces
The B2B buying process involves an average of 6.8 stakeholders. That’s a lot of yeses for you to secure.
It’s not uncommon to have one or a few internal advocates who see the value in what you offer.
They need help convincing their colleagues that your solution is the best option. A consensus-building piece can take several forms:
A point-by-point guide that addresses typical pain points with data
A white paper that explains the features and processes required to implement and use your solution across departments
A spreadsheet template that enables multiple stakeholders to collect data that aids in the decision-making process in a streamlined way
3. Your LinkedIn profile and posts
I don’t know about you, but I look up nearly everyone that I connect with in a professional setting on LinkedIn. It’s natural for your prospects to check out your profile to get an idea of who you are.
And considering that 40 million LinkedIn users are decision-makers, it’s a good idea to optimize your profile to clearly communicate what you’re about.
From your profile page to your posts, LinkedIn gives you a lot of opportunities to make a good impression on your prospects.
It also enables you to stay top of mind in between regular phone calls, emails, and in-person meetings.
4. Email templates
Good email templates feel personal and are customizable. You should have a good mix of “Just Checking In” and “Here’s Something Useful” emails.
Your prospects should feel like opening an email from you isn’t a waste of their time, even if they don’t need your services right now.