Executive Producer at Sweet Fish and host of the B2B Growth Show, Dan Sanchez, explains the power of content for enterprise sales.

Dan shares the story of a friend who went from zero to building a startup and eventually getting acquired by ServiceNow.

He was selling enterprise and ultimately it all came down to trust. You have to be able to build trust with people, which requires an insane amount of salesmanship, networking… and building great content!

Content is a great way for your buyers to get to know you in a no-pressure setting. Over time, they connect with your ideas. Contrast that with another salesperson that reaches out cold or with one of the typical hard-sell tactics. Your buyers don’t know them and there’s no goodwill since they haven’t received any value. Content can get you in the door!

Here are 3 ways you can use content to connect with enterprise buyers:

1. Use content to demonstrate product knowledge and expertise:

Salespeople can use content such as blog posts, webinars, and product tutorials to demonstrate their product knowledge and expertise. For instance, a salesperson selling a CRM solution could create a blog post about how to get the most out of the product, or create a webinar on how to use the product to its fullest potential.

2. Develop content that speaks to the buyer’s pain points and shows how the product solves their problems:

Salespeople can use content such as case studies, testimonials, and product demonstrations to demonstrate how their product can solve the buyer’s pain points. For instance, a salesperson selling an enterprise-level financial management software could create a case study of how another company used the software to improve their financial efficiency.

3. Utilize content to provide insights, research, and data that can be used to inform buyers’ decision-making:

Salespeople can use content such as white papers, research reports, and data sheets to provide buyers with insights, research, and data that can be used to inform their decision-making. For instance, a salesperson selling an enterprise-level analytics platform could create a white paper discussing the latest industry trends and how the analytics platform can help businesses take advantage of them.