With the mindset that content comes from everyone, output improves drastically. You get authentic, buyer-focused content. From the people who know them best.

Think of marketing as the collectors and producers of the content they get from everyone else (sales, customer service, product developers, etc). It shouldn’t just be seen as belonging to one department.

True or false: Content is a “marketing thing” False.

So, what does this mean for sales and marketing teams? Sales: needs to share questions, worries, or doubts that they’re hearing from prospects. Marketing: needs to create content that addresses these topics. So, they can be used to educate prospects throughout their journey.

Our goal as marketers is to be the best teachers. So our salespeople can be the best salespeople. #contentmarketing #digitalmarketing #theyaskyouanswer #inboundmarketing #content

👆 This just drives buyers away. To someone who WILL address their questions, fears, and concerns. #theyaskyouanswer #contentmarketing #digitalmarketing #MarketingStrategy

Frustration… the f word of the internet. Or how buyers feel when they can’t find what they’re looking for. Because companies have decided to hold back information. Or wait to address it in person or during sales calls.

Businesses that talk about topics others aren’t, build trust with potential buyers. And close the trust gap needed to make a buying decision. #theyaskyouanswer #trust #buyereducation #buyingdecision #buyersjourney #salesenablementcontent

Companies that are OPEN and HONEST in their content get noticed. They're the ones that stand out to prospects- as trusted sources. #theyaskyouanswer #inboundmarketing #contentmarketing

If marketing isn’t educating buyers, your sales team has to. That’s how you end up with extended sales cycles. And salespeople who spend hours educating through the basics of doing business with you. Instead of helping them buy.

Any activity that your marketing team is doing that doesn’t… • Educate the market on a product, service, or solution they didn’t know existed • Educate the market on a problem they didn’t know they had • Generate demand for your business Doesn’t move the business forward.

To analyze call recordings, try AI tools like Gong or Chorus. See if your team is spending too much time pitching. If so, devote time to role-playing so you can practice more questioning and listening. Your future buyers will thank you. #trainwithimpact #sales #salestraining

Yet, too often we see salespeople spending the bulk of any call talking about how great their solution is — highlighting dozens of features.

Stop pitching. Start listening. That’s what the most successful sales reps do. This means asking questions, prompting self-discovery, and building a relationship.

Prospects can learn from you OR your competitors. Which is why it’s time we talk about pricing. If you don’t talk about it, prospects don’t understand the value. Leading them to choose the cheaper option. #trainwithimpact #theyaskyouanswer #pricing

Your choice: Leave it to the marketplace to discover the downsides/cons of your product or service. OR provide that information to them. Which then closes the trust gap. And makes us more appealing to those who ARE a good fit. #theyaskyouanswer #contentmarketing

Trustworthiness might look different for each circumstance. But you won’t get far without at least doing these basics.

3- Practice radical candor. (Kim Scott’s famous framework) Be honest with your clients — while showing you care. Push back against bad ideas. Celebrate wins and progress.

2- Do your homework. As a coach, you’re there to give advice and set direction. This can’t be done without research and careful thought about recommendations.

1- Fulfill your promises. Keep your word and hold up your end of the bargain. Never let your client feel like they’re alone.