Mediafly creates a first-of-its-kind guide for sales teams to assess their performance and evolve customer engagements 

Mediafly, a provider of sales enablement technology, content management, and advisory services that create interactive, value-based selling experiences, recently released its book entitled, “Evolved Selling: Optimizing Sales Enablement in the Age of Frugalnomics,” written by Mediafly Chief Evangelist, Tom Pisello. The new book provides value selling, sales enablement and content marketing best practices to fuel better customer engagements and close more deals.

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Today’s sellers are facing a buying cycle that is frozen, not broken. According to Gartner, 94 percent of enterprise buying teams have abandoned a buying effort with no decision. Much of the challenge comes from buyers being “cold as ice,” meaning that buyers are informed, cautious against claims made by vendors/sellers and economic-focused on ROI and bottom-line impact.

“Buyers are in more control of the buying process than ever before. With unlimited options to choose from, buyers expect sellers not to pitch their products and regurgitate information they could have found easily on their own, but engage with unique insights, customized presentations and assessments to address their specific challenges,” said Tom Pisello, Chief Evangelist at Mediafly. “For this reason, the all too common “show up and throw up” approach is not only unsuccessful for sellers but completely outdated. In order to close more deals, sellers need to differentiate themselves by evolving to an approach focused on value, interactivity and personalized assessments. If sellers don’t adapt, they will see their sales stall or worse decline.”

Through Evolved Selling: Optimizing Sales Enablement in the Age of Frugalnomics, sales teams will learn how to improve value selling, sales enablement and content marketing through the 4 I’s of Evolved Selling:

• Inspire: Effective sellers communicate to buyers the cost of doing nothing and inspire them from inaction to action.
• Influence: Sellers should have on-demand access to the right content at the right time in the right format to easily influence buyers at pivotal moments during the discussion. Sales reps have the flexibility to tell the story of the value their product or service brings in the context of the buyer’s business, industry or challenge.
• Interact: Sellers must evolve conversations with buyers by leveraging data visualization and other interactive sales tools like assessments, ROI and TCO calculators to foster a collaborative discussion rather than a one-way presentation. These selling tools not only tell a value story that gets the buyer’s attention but keeps their attention throughout the entire sales process.
• Intelligent: Sellers need insights to lead sales processes with intelligence. With machine learning and artificial intelligence, they can benefit from automatic content recommendations for each stage of the buying cycle and gain a better understanding of how content is being used by buyers. These insights help to optimize future sales efforts and make better content that closes deals faster.

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“Change is a constant in every part of every modern business. B2B sales organizations, more than most, are faced with dramatic constant evolution among buyers that mandates the need for sellers to continuously adapt to new and challenging buyer interactions,” said Peter Ostrow, Senior Research Director, Sales Enablement Strategies at SiriusDecisions. “As a result, sales enablement teams are rapidly growing in terms of size, scope and influence as they promote best practices in selling competencies for a wide variety of sales rep and manager roles.”

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