HOW TO LET
YOUR CONTENT SPEAK FOR YOU!
Prospects however are not too keen to know the different features of a product but are rather looking for ways to know more about what solutions exist for problems they’ve kept in the back burner. There are a few users who’d have otherwise opted for a free trial based on extenuating and personal factors. All they might need is a little push.
These extraordinary times have given way to a new normal. The pandemic and how it has been dealt with has unleashed changes that seemed unthinkable a few months ago.We have explored the outcomes of such changes to the buying cycle of a prospect along with potential ways to nurture your prospects and keep their interest piqued until they are ready to move forward in your sales conversation.
Increase In Conversational Volume
We have explored the outcomes of such changes to the buying cycle of a prospect along with potential ways to nurture your prospects and keep their interest piqued until they are ready to move forward in your sales conversation.
The Present Landscape
There is always a void for good solutions
Senior Management / Decision Makers are always looking to explore solutions
In most cases, an ideal web visitor or first point of contact would be a junior to mid-management professional who is building a consideration set for their senior leadership to review.
But in some cases (especially in the recent past), we see a number of senior professionals who are directly involved in exploring solutions and understanding what options are available.
They are, however, very clear to explain the purchase decision is quite likely to happen no less than 8 weeks or put simply, once they have a better grip at what is happening around -the name you don’t say.
This poses both an interesting opportunity and a challenge at the same time. An opportunity to build a pipeline but a challenge that they won’t help to meet the sales quota in the short term.
These are unprecedented times and we need to re-look at how we engage with our customers in this new normal.
Rather than taking generic examples, we wanted to contextualize with a specific use-case, so you put them to use right away.
Think of yourself as the Account Executive for Freshservice*.
The prospect that you are nurturing to position Freshservice as their service desk, in this case, is John Demond, Manager of IT Operations at the Bon Secours Hospital, Dublin.
The hospital serves over 250,000 people in County Dublin and Dublin City across two branches. As the Manager of IT Operations, you know the key challenges he’s likely to face in this situation are;
•Only a very small percentage of self-service use
•It’s hard to assign tickets
•No easy way to track resolution progress
•Limited automated processes•Huge delays in ticket resolution
As the makers of Freshservice, you would know John is the most ideal buyer persona for your product. However, as much as he has the need, these are difficult times and a purchase decision has to wait until things are sorted. That doesn’t mean you leave him be until he is ready.
He still needs to know what options are available for him and how do other hospitals of similar nature address these problems.
Based on your experience of working with hospitals of similar size, keep John posted on the most common challenges that Managers in IT operations face during times of crisis. And over the course of a time period, you can share materials to help him navigate those challenges.
This five-step content Collection framework/formula/guide can help you to stay at the top of the mind of John without sounding desperate or pushy.
Sequence 1: Hypothesize the Challenges
Sequence 1: Hypothesize the challenges
Sequence 2: How Successful Hospitals Manage
Sequence 3: Introduction to Industry Standards
Sequence 4: What to look for in a Solution
Sequence 5: How Freshservice is qualified to address
Five-step sequence to position your content
Sequence 2: How Successful Hospitals Manage
Every one of us wants to know what our competitors or businesses in the industry are doing to stay ahead of the curve and not be left behind. So when we introduce the successful leaders in the industry, people tend to listen.
Sequence 2 of your content collection may include:
1.Customer Webinar: Going from chaos to order in DevOps | The Story of How ChargebeeFound Success in DevOps
2.Customer Survey Results : Life on the Service Desk in 20XX and How to Improve IT. Story from the Frontlines
3.Presentation: 10 Things you should stop doing in your Service DeskNothing motivates your buyer than talking about their competition
Link: https://views.paperflite.com/collections/5e8c1cc023bec821f5f1e3d4
The Three Underpinning strategies
Awareness
Consideration
Decision-making
Awareness: Getting the audience warmed up
• “How to solve IT Incident Management process?”
• “What does a Service Desk implementation costs?”
• “Commonly asked change management set up questions from your customers”
• “How to GamifiyService Desk Operations”
• “A simple strategy to achieve 99% customer satisfaction”
• “10 tips to achieve 90% Service Adoption”
• “The ultimate guide to Change Management”
Decision Making: Digging a bit deeper when they are almost ready to start buying
•“Customer case studies using FreshService”
•“Customer Testimonials”
•“Feature comparison FreshServicewith ServiceNow and JIRA ”
•“Top 10 industry solutions for IT Service Management”
•“ROI calculation after a successful implementation”
•“Product demo videos”
•“Top 10 questions our customers ask about FreshServiceImplemention”
•“Guide to doing business with us”
•“How to implement solution Change Management”
•“How to integrate FreshServiceinto your business”
Consideration : Here’s how it can be done
•“How solution FreshServicesolves Asset Management”
•“How to calculate the ROI for IT SeriveSolution Management”
•“How to integrate our FreshServicewith Amazon Web Services”
•“5 simple steps to implementing ProblemtManagement”
•“How to calculate savings usingsFreshService”
•“How to use FreshServicefor Hospital IT operations”