5 reasons to adopt interactive sales support

1. Increase engagement with a better customer experience

Technically speaking, interactive content is a digital experience designed to engage your audience. It is more inclusive, it brings energy to the pitch and it invites the person in front of you to take part in the conversation.

Interactive content deserves a central place in your content strategy and in the sales material you put together. Today, it is essential for a sales or marketing department to offer engaging content, and so support sales teams as they turn prospects into customers.

According to the Content Marketing Institute, 75% of marketers consider interactive content effective at converting a customer.

Offering a distinctive, immersive customer experience helps the customer picture themselves using your product or service. They will be more receptive to your message and more involved in it.

An interactive sales tool also gives salespeople more flexibility, letting them tailor the presentation to the customer. It makes it easy to respond to questions as they come up, which keeps the conversation smooth and reactive.

"Interactive content remains dominant: 91% of buyers prefer it to static content," according to Demand Gen Report. Sales presentations that are richer, more relevant and more engaging help customers make up their minds faster.

2. Measure and analyse effectiveness in the field

Interactive experiences are measurable, providing rich insight into content consumption, engagement and conversion.

Within a sales strategy, collecting field data is essential to the customer relationship process. What company would not want access to that goldmine of information that is its salespeople's field statistics? Measure, analyse, adjust and optimise what your sales force achieves. With tools to analyse the data collected, sales and marketing teams can improve salespeople's productivity and fine-tune their marketing strategy.

There is another benefit for the manager or the sales director: better steering of their teams. Field data shows how salespeople actually work, which makes it easier to train them, adjust their skills and, as a result, improve their effectiveness so they reach peak performance.

3. Unify the message

With interactive content, you are able to guide and standardise the sales pitch.

Equipping your salespeople with touch tablets guarantees a quality presentation, designed upstream by the marketing department. Every team speaks the same language, because on top of being unified, the message is polished, flexible and adaptable to the customer.

Salespeople also have access to content that is current rather than out of date. Your sales force will gain in productivity and improve both its sales performance and its overall performance.

4. Personalise the message

Equipped with a digital sales enablement tool, salespeople can adapt and personalise what they say to each customer. No more awkward questions: they can give the customer the right information at the right moment thanks to the interactivity of their material, and therefore sell more.

Here are a few figures that show how much personalisation matters to consumers:

59% of customers consider personalisation
very important, according to the Gladly 2018 study.

52% of consumers switch brands
if we do not personalise the way we communicate
with them, according to the State of the Connected Customer study.

With an interactive sales tool you can tailor your message to the customer and, as a result, meet their expectations more closely. Your sales force performs better and can rely on communication that is more consistent and better controlled. Thanks to that personalised message, customers feel unique and special. The salesperson is no longer simply a seller but an adviser too, standing beside the customer rather than across from them.

5. Modernise your brand image

A great many companies have seen their brand image improve since they started using tablet-based tools. With an interactive presentation, your content is more effective, higher performing and more impactful. You project a positive brand image — modern, innovative and expert — thanks to interactive media that build a closer relationship with the customer. In their eyes you are no longer one brand among many: you are THE brand that captured their interest.

As you will have gathered, adopting interactive sales support brings plenty of benefits, and they land in two places. First with salespeople, who can unify and personalise their pitch and, through a better customer experience, gain in engagement. Then with your company and your brand, because you are able to analyse how effective your sales force is in the field and you project a modern, innovative image thanks to an interactive sales enablement tool.

Would you like to roll out interactive sales support for your business?

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