Life science products are often complex, expensive, or both. And on average, your prospects spend more time on pre-purchase research before buying.

 

6 months, 12 months, or even longer.

 

As the sales cycle gets longer ... with changes in buying behavior and an increase in decision-makers in organizations ... your sales development representatives (SDRs) are under pressure to make a real impact on revenue goals.

 

The problem?

 

Productivity is suffering.

 

Why?

According to data provided by SalesHacker.com, sales reps spend 64.3% of their time on non-selling activities. Searching for relevant content. Creating content. Entering data into CRM tools.

 

And with 35% to 50% of sales going to vendors that respond quickly, successful reps spend most of their time on their pipeline. And engage in activities that bring in business.

 

Thus, the speed of response impacts your sales success.

 

A fast response time would make all the difference. And each rep on your team must have a reproducible workflow for you to meet your revenue goals.

 

Here?s how sales enablement content can help ?

1. Sales Enablement Content Will Reinforce Your Onboarding Training Program For New Reps

 

The shift to younger reps makes filling the sales funnel harder. And the success of new sales reps largely depends on how well your onboarding process is organized and executed.

 

That's why sales leaders in this sector recognize the need to educate newly hired reps.

 

Sales onboarding is a program that provides the training new SDRs need to interact with buyers.

 

The training covers your company, infrastructure, product, customer, sales pipeline, and closing techniques.

 

Unfortunately ... without critical sales enablement content ... most of your SDRs will have to fend for themselves.

 

And since they are not writers, they may not know how to craft persuasive copy. They specialize in sales, not writing or designing content.

 

Someone familiar with your product and target market needs to write your copy. To highlight key messages and create sales assets that support your process.

2. Sales Enablement Content Will Help Streamline Your Process And Create Consistency In Each Rep?s Workflow

 

Every rep has a unique selling style. However, streamlining your process will align several things that each rep on your team must do:

• Prospecting,
• Making contact with your prospect,
• Qualifying your prospect,
• Nurturing your leads,
• Presenting your offer,
• Overcoming objections,
• Closing the sale, and
• Following up to maintain customer relationships.

 

Consistency in every rep?s workflow is what generates good results ? for two reasons:

• A reliable process makes for an excellent customer experience, and
• Repeatable performance enables effective forecasting of your revenue projections.

 

But the challenge, of course, is equipping your team with fully pre-built tools.

 

One way to deliver the resources your sellers need to succeed in their roles is to provide sales enablement content and templates.

 

This ensures that everyone is on the same page. Taking the same actions to reach the same goals.

3. Cold Email Templates Help Your Sales Reps Reach Out To New Prospects More Effectively

 

Email outreach is an effective lead-generation tactic your SDRs can use to talk to new prospects one-on-one. But it can be time-consuming.

 

Cold prospecting email templates improve personalization and increase the efficiency of your team.

 

Why are they effective?

 

When you conduct in-depth research on a company?s products and/or services, you can create different versions of templates to choose from. Each is tailored to a specific approach.

 

This will show the prospect that you?re invested in their offerings ? and can improve your sales outreach success rate.

4. Your Reps Need Sales Enablement Content To Engage Prospects During Lead Qualification Conversations

 

When someone shows interest in your offer, you have to qualify them. To ensure they?re the right fit for your business.

 

The way to identify people who are the right fit is to have sales conversations. This is what lead qualification is about.

 

It should determine which leads could be clients you?d be happy to work with. And ensure that you can actually serve their needs correctly.

 

You don?t want to waste time and resources on the wrong people. Because not everyone who checks the right boxes is necessarily your best sales prospect or potential client.

 

During lead qualification, prospects will search for information to guide their decision-making.

 

So providing them with the right sales content will ensure an excellent customer experience. And increase engagement for more effective follow-up.

5. Sales Enablement Content Improves Your Sales Team's Productivity By Helping Them Sell More

 

According to data provided by SalesHacker.com, on average, sales reps spend a mere 35% of their time selling. And waste 65% of their time on non-selling activities.

 

Searching for information. Creating content. Entering data into CRM tools.

 

Sales enablement content gives them access to templates they can easily tailor for each stage of the buyer?s journey.

 

So instead of spending hours creating new content, your reps can adapt existing templates to changing situations.

 

This reduces their administrative burden. And enables them to spend more time booking appointments, selling, and driving revenue.

6. Sales Enablement Content Equips Your Reps To Sell More To Achieve Their Quota Attainment

 

When you equip your youthful sales reps with a killer pitch deck and engaging content, they will be more confident. And confidence is key to turning them into effective sellers who close more deals and get better results.

 

Sales content equips them with the right resources to communicate your value proposition. It helps your reps overcome objections and motivates prospects to move on to the next step of the sales pipeline.

7. Compliant Sales Enablement Content Eliminates The Risk Of Not Adhering To Established Regulations

 

In regulated industries, you need to be especially careful about the content you share with customers and prospects.

 

Compliant sales content eliminates the risk of hefty fines and reputational damage.

 

For example, you might create a template about a new drug with personalizable sections for each prospect. This ensures the content is compliant while also allowing your reps the space to adapt sections to individual prospects.

 

 

Conclusion

 

The difference between closing a sale and losing a deal boils down to having the right kind of sales enablement content ... exactly when your prospect needs it.

 

This up-front investment will get your team to sell more.

 

Visit our website to learn more about the Sales Enablement Content Plan.

About The Author

Juliette Ongus is a B2B copywriting specialist and author of "Teach Don?t Pitch". She is an Associate Professor of Virology at JKUAT with 17+ years of experience as a biomedical scientist, researcher, and university-level academic. She is also the CEO and Founder of Life Science Copywriter.