A few weeks back, I wrote a blog about how businesses can benefit from blogging. I think I stated a well rounded case for reasons why…if I don’t say so myself! So, let’s take it a step further and drill down a level to talk about sales reps blogging and whether or not they can benefit from it. Let’s call this the “ABC Guide to Sales Blogging”.
A) A sales rep (or anyone who sells at a company) can build credibility
I feel for the most part that prospects, clients or customers have a somewhat natural distrust for the information that is being fed to them from a sales person. Obviously, their job is to sell the companies products and services and they have been will trained on the “pitch”.
So if you blog, you are sharing your ideas relative to the industry you work in and is there for everyone to see and that you actually believe in what your are selling. If you understand your buyer personas, you can write about not only how your product/service can solve a problem or need, but you can speak to the industry as a whole and set yourself apart from the competition. Your goal is to become a trusted adviser. This platform will allow people to refer and subscribe to your content so you have a chance to build that trust. In many situations, people buy from people they like and trust. A big component of trust is competence. Blogging can help to amplify this.
B) Blogging is a core element of Inbound Sales, and attracting prospects
In selling situations, we are often answering many of the same questions on every call. Why not take those same questions you consistently answer and put them inside of a blog? In our world, no 2 clients are exactly alike, but there are core elements that translate via certain methodologies that all clients can relate to. So why not use blogging so your prospects understand all the problems you can solve so they can visualize the solutions?
For example, “Top 10 reasons why companies need an effective inbound social media strategy”, “Five reasons why you need marketing automation in today’s digital world”, etc. I think you get the idea. Also, since Google’s new Hummingbird algorithm change, SEO is more about content that it is about keywords. It will help you to organically attract potential customers. Just have a call to action at the end of it.
C) Blogging helps you to stay on top of your game
Often times sales people aren’t always able to articulate how a product or service can actually solve a problem/need in a selling situation. Blogging gives you the opportunity to articulate your thoughts in a way a prospect can relate to. It is important to be able to see the world from your prospects viewpoint and understand their persona…and speak to it. Doing this will benefit you when you get in live selling situations.
Look, blogging does take some time and thought, but if you are staying up on your industry, there are always topics for you to blog about. Educate your audience. Make yourself a trusted source.
So know your ABC’s and use blogging to your advantage!