[{"data":1,"prerenderedAt":7185},["ShallowReactive",2],{"all-articles":3},[4,181,410,671,805,965,1167,1245,1336,1512,1753,1980,2196,2325,2449,2601,2950,3154,3334,3443,3599,3808,4158,4358,4611,4728,4898,4918,5110,5228,5328,5461,5644,5806,5938,6115,6247,6504,6685,6838,6994],{"id":5,"title":6,"author":7,"body":8,"categories":166,"description":169,"extension":170,"heroImage":171,"heroImageAlt":6,"meta":172,"navigation":173,"path":174,"publishedAt":175,"seo":176,"stem":178,"tags":179,"updatedAt":179,"__hash__":180},"articles/articles/2021-marketing-planning-guide-for-pharmaceutical-and-med-tech-companies.md","2021 Marketing Planning Guide for Pharmaceutical and Med-Tech Companies","Mobile Locker",{"type":9,"value":10,"toc":157},"minimark",[11,16,20,23,26,39,43,46,49,70,74,77,88,91,95,98,109,113,116,119,148],[12,13,15],"h2",{"id":14},"learn-how-to-plan-for-the-flexibility-youll-need-to-succeed-in-the-year-ahead","Learn how to plan for the flexibility you’ll need to succeed in the year ahead.",[17,18,19],"p",{},"In 2020, marketers at pharmaceutical and med-tech firms were forced to deal with extraordinary changes because of unprecedented events like the pandemic and economic crisis. Next year promises to be as dynamic, or even more so.",[17,21,22],{},"What can you do to prepare now so you’ll have a more proactive and less reactive year in 2021?",[17,24,25],{},"Use these four proven steps to build a flexible marketing plan and planning process that will set you up for anything you may need to deal with next year including:",[27,28,29,33,36],"ul",{},[30,31,32],"li",{},"budget cuts or increases in spending",[30,34,35],{},"eliminating programs, restoring them, or creating new ones",[30,37,38],{},"worsening of the coronavirus pandemic or finally gaining control over the disease.",[12,40,42],{"id":41},"_1-speed-up-your-planning-cycle","1. Speed up your planning cycle.",[17,44,45],{},"Because of all the changes happening in the pharmaceutical and med-tech industries right now and in the foreseeable future, it’s clear that a set-it-and-forget-it annual plan is NOT going to cut it. Of course, it’s still necessary to plan for the future. It’s the only way to do marketing right. What’s critical is to speed up your planning cycle and find ways to be more responsive to current events. The faster you’re able to analyze the success of your marketing efforts and make changes based on the analysis, the more likely you’ll be able to successfully take advantage of opportunities and cut your losses.",[17,47,48],{},"Here’s how to make your planning process more nimble.",[27,50,51,58,64],{},[30,52,53,57],{},[54,55,56],"strong",{},"Create an annual plan, but don’t set it in stone."," Do what you would normally do when it comes to developing your plan, including setting goals, determining how to allocate your budget, and creating tactical and media plans. This provides a good foundation for your marketing efforts in 2021 and gives you something solid to refer to as things change. It’ll be easier to figure out what’s still valid and which things need to evolve when you’re presented with new opportunities and challenges.",[30,59,60,63],{},[54,61,62],{},"Set up monthly (or more frequent) planning reviews."," As you build your plan, figure out what metrics you’ll need to analyze regularly, and review with your team to determine whether you’re on track to achieving your goals. Meet with key stakeholders at least once a month to discuss how things are going. This level of frequency allows you to quickly identify what’s working and what’s not. Frequent review sessions make it possible for your organization to be nimble when it comes to taking advantage of opportunities and limiting risks. You’ll also be better prepared to respond to changes in the marketplace as they happen.",[30,65,66,69],{},[54,67,68],{},"Reduce time to market."," During rapidly changing times like these, large campaigns that take months to produce may not be smart. It probably makes more sense to focus on smaller initiatives that you can develop and get to market quickly in response to what’s happening in the industry and world overall. You can get a quick read on target audience reaction and, if something isn’t working, you haven’t lost the chance to try something else. You still have time and money to invest in other executions.",[12,71,73],{"id":72},"_2-focus-on-the-return-on-your-investment-in-marketing","2. Focus on the return on your investment in marketing.",[17,75,76],{},"For years, many chief marketing officers and other executives have been focused on the return they get on the money they spend on marketing. In 2021, marketing return on investment (ROI) will be more critical than ever. Programs that can’t prove their value should probably be cut and the money put into more effective efforts. ",[17,78,79,80,87],{},"In order to maximize your ROI, you must invest in analytics, including tools to measure the effectiveness of your marketing programs and talent to monitor and interpret the numbers. Tracking marketing spend to results is complex in many organizations, especially if they use legacy systems that don’t “talk” to each other. ",[81,82,86],"a",{"href":83,"rel":84},"https://www.mobilelocker.com",[85],"nofollow","Start by investing in a sales enablement system like Mobile Locker."," It provides the information you need to figure out if your marketing campaigns and sales support materials are working. It can also be used as the lynchpin that connects your data systems together.",[17,89,90],{},"Once you have a data dashboard and the right experts to help you interpret the numbers, the people on your marketing team will have what they need to figure out which initiatives drive the highest return for every dollar spent on marketing.",[12,92,94],{"id":93},"_3-pick-your-battles","3. Pick your battles.",[17,96,97],{},"If 2021 is anything like 2020, you will be changing your marketing plan on the fly. That’s why it’s critical for you to be able to quickly figure out which of your planned marketing activities are essential versus those that could be cut back or eliminated. Here’s how to decide:",[27,99,100,103,106],{},[30,101,102],{},"Start by figuring out what makes some marketing tactics more important than others. ROI is a critical consideration, however, it’s not the only one. You should also evaluate whether an initiative is a growth possibility or something that could help limit risk, such as a patient education campaign.",[30,104,105],{},"Leverage forced ranking. Every now and then, do a forced ranking exercise with your marketing efforts. Set different “cut” targets. Then make yourself — or the people on your team — select which programs you’d eliminate or reduce spending on. It will prepare you for worst-case scenarios should they happen.",[30,107,108],{},"Come up with contingency budgets. Similar to forced ranking, hypothetical back-up budgets will help you understand exactly how you would change things if you have less (or more) to spend at any time.",[12,110,112],{"id":111},"_4-maintain-a-long-term-view-of-your-brand","4. Maintain a long term view of your brand.",[17,114,115],{},"When things are changing as quickly as they are now, it’s easy to focus on what’s happening today and forget that there will be a time when things will return to a new version of normal, whatever that will be. That kind of short term thinking could be a recipe for disaster for the long term health of a brand.",[17,117,118],{},"As you make adjustments to your marketing programs during these challenging times, make sure you:",[27,120,121,127,133,136,142],{},[30,122,123,126],{},[54,124,125],{},"Stay focused on organic."," Increase your brand presence by leveraging free or low-cost marketing opportunities including ratings and reviews, social media, and SEO. Client relationships you build organically are stronger than those you pay for. People choose you. You don’t buy their business.",[30,128,129,132],{},[54,130,131],{},"Carefully consider media spending cuts."," When money is tight, it’s logical to reduce the amount you spend on media. If you end up in this position and have to make tough decisions, make them carefully. It’s probably smarter to continue your paid social and search programs when compared when other forms of advertising. Organic search and social media tend to be more effective when they’re supported by paid campaigns. And if someone is looking for you online, they’re probably interested in doing business with you or buying your products.",[30,134,135],{},"Don’t say anything you could regret. It can be tempting for businesses to position themselves around price, urgency, or immediacy during challenging times. Low cost, act now, and don’t wait are terms often used in advertising during times like we’re living through right now. Positioning your products around these concepts may get people to talk to their medical provider now or get them to make a purchase. But, is it how you want your brand and its offerings to be thought about over the long term? Probably not. When things are more steady and stable, you likely want to be the best at what you do, not anything less.",[30,137,138,141],{},[54,139,140],{},"Pay attention to your top customers."," The medical professionals and patients who are your best customers are the foundation for building your business in the future. You can’t afford to lose any of them to your competitors. That’s why it’s important to reward them for their loyalty. Consider using some of your marketing budget for programs that encourage people to continue doing business with you and discourage them from checking out your competitors.",[30,143,144,147],{},[54,145,146],{},"Don’t cut off new opportunities."," Do you have a product offering that could be a hot growth possibility in the year ahead and beyond? Don’t automatically shut it down when cash is tight. Work with your team to understand the value of a future opportunity when compared with your current offerings. It may turn out that it could be worth it to focus less on the bottom line of your business today for far higher returns on your investment in marketing in the future. ",[17,149,150,151,156],{},"In the end, flexibility will be key to the success of your business in 2021 and beyond. You owe it to yourself to ",[81,152,155],{"href":153,"rel":154},"https://www.mobilelocker.com/discovery-call/",[85],"contact a knowledgeable Mobile Locker representative"," to find out how our sales enablement system could provide you with the data and connectivity you need to become the most responsive organization in your space. It could make all the difference when it comes to winning in the year ahead and building a solid foundation for a post-pandemic future.",{"title":158,"searchDepth":159,"depth":159,"links":160},"",2,[161,162,163,164,165],{"id":14,"depth":159,"text":15},{"id":41,"depth":159,"text":42},{"id":72,"depth":159,"text":73},{"id":93,"depth":159,"text":94},{"id":111,"depth":159,"text":112},[167,168],"Healthcare","Marketing","Find out everything pharmaceutical and med tech marketers need to do to plan for whatever 2021 brings.","md","/assets/articles/images/year-end-1.jpg",{},true,"/articles/2021-marketing-planning-guide-for-pharmaceutical-and-med-tech-companies","2020-11-05",{"title":177,"description":169},"2021 Marketing Planning Guide for Pharmaceutical and Med-Tech Companies | Mobile Locker","articles/2021-marketing-planning-guide-for-pharmaceutical-and-med-tech-companies",null,"qUMxgPD9kRJE1ZKpSljl37C5VV4W9VaC5RCUvrL_idE",{"id":182,"title":183,"author":7,"body":184,"categories":399,"description":401,"extension":170,"heroImage":402,"heroImageAlt":183,"meta":403,"navigation":173,"path":404,"publishedAt":405,"seo":406,"stem":408,"tags":179,"updatedAt":179,"__hash__":409},"articles/articles/25-things-sales-reps-should-never-say-to-customers-now-or-ever.md","25 Things Sales Reps Should Never Say to Customers Now… or Ever",{"type":9,"value":185,"toc":397},[186,189,192,383],[17,187,188],{},"Because of politics, the pandemic, and economic crisis, people today are feeling more sensitive than usual. That’s why it’s critical for salespeople to be extra thoughtful when having conversations with customers.  ",[17,190,191],{},"Here are some things reps should never say to buyers during these changing and challenging times. (It might be smart to avoid saying them even after things settle down.)",[193,194,195,201,207,213,223,229,235,241,247,253,259,265,271,277,283,292,310,316,322,337,346,355,365,371,377],"ol",{},[30,196,197,200],{},[54,198,199],{},"Are you the decision-maker","? In today’s complex business world, it can come across as condescending — or even insulting – to ask this question. It’s especially awkward if you ask someone who isn’t the decision-maker, while the actual one is in the room, or on the same zoom call. Today, the decision-maker could be the most unexpected person in the meeting.",[30,202,203,206],{},[54,204,205],{},"But wait, there’s more!"," Buyers are more sophisticated than ever. You should avoid saying things that seem hackneyed. Statements like this sound like they belong in a non-stick pan television ad rather than as part of a sales pitch for a sophisticated company.",[30,208,209,212],{},[54,210,211],{},"Buy now and save."," Not only does this statement come across as corny, but it can also damage trust. Why would you place a limit on when your best price is available? This is especially true during challenging times like these. People may need extra time to work through their budgets — or to negotiate extra layers of approval — to find the cash to make a purchase.",[30,214,215,218,219],{},[54,216,217],{},"I’m voting for…"," Politics is something that should never be discussed in sales meetings. ",[220,221,222],"em",{},"Ever.",[30,224,225,228],{},[54,226,227],{},"Can I send you more information?"," Who would ever volunteer to receive additional information? No one has extra time these days to read whatever you’ll send them. And why didn’t you cover everything necessary to close a deal during the sales pitch? Sure, it’s important to follow up after sales meetings. Just do it. Don’t ask permission.",[30,230,231,234],{},[54,232,233],{},"Can I tell you about it?"," Don’t ask. Just tell. Asking permission only makes you seem less confident.",[30,236,237,240],{},[54,238,239],{},"Could you direct me to the right person to contact?"," It’s easy to conduct research online about the companies you want to do business with. Most organizations have contact information on their websites or do a search on Linkedin to find the information you need. You’re wasting someone’s time when you ask them who to contact.",[30,242,243,246],{},[54,244,245],{},"Would it make a difference if I offered you a discount?"," Why didn’t you open, and close, with your best price? Discounts cheapen your product and service offerings and make people question whether they’re any good.",[30,248,249,252],{},[54,250,251],{},"Limited time."," Any reference to limits on time is a bad move during challenging — and changing — times like these. You must give people the time they need to make smart business decisions. Adding pressure doesn’t help when people are already feeling pressured.",[30,254,255,258],{},[54,256,257],{},"Do you have money budgeted for this?"," It’s a rude question in normal times. It’s more so when companies are dealing with financial issues. Assume that people can afford to buy what you’re selling, or will be able to in the future. Otherwise, they wouldn’t be talking with you.",[30,260,261,264],{},[54,262,263],{},"Does that make sense?"," Asking this is condescending. A far better alternative is “Do you have any questions?” The original suggests an inability to understand things. The alternative acknowledges understanding and communicates that you’re available to fill knowledge gaps.",[30,266,267,270],{},[54,268,269],{},"Feel free to call me."," Salespeople will always take a call. It’s what they do, especially during challenging times. Just tell people to call you. Any time they want.",[30,272,273,276],{},[54,274,275],{},"Frankly."," This may be the greatest sales faux pas of all time. Why are you suddenly deciding to be frank? What were you doing before? Enough said.",[30,278,279,282],{},[54,280,281],{},"Have you heard about us?"," Why lower the reputation of your business by questioning whether potential clients know you exist? A better alternative is to explain what makes your company different from — or better than — others. Don’t encourage people to question your existence. Elevate your operation instead.",[30,284,285,288,289],{},[54,286,287],{},"Highest quality."," Every business claims this and few have the data to prove it. Unless you’re ready to put up the numbers… ",[220,290,291],{},"Well, you know the rest.",[30,293,294,297,298,301,302,305,306,309],{},[54,295,296],{},"How are things going?"," OR ",[54,299,300],{},"How are you doing today?"," At a time when the answer could be negative or awkward, these could be questions to avoid unless you’re ready to address anything people could answer. What if someone says, ",[220,303,304],{},"“My mom just came down with COVID”"," or ",[220,307,308],{},"“Educating my kids at home is driving me crazy?”"," Unless you’re prepared to sensitively address people’s issues, don’t go there.",[30,311,312,315],{},[54,313,314],{},"I don’t want to waste your time."," Who has time to waste? There should never be a need to say this. EVER.",[30,317,318,321],{},[54,319,320],{},"Why haven’t I heard back from you?"," This question comes across as accusatory. It’s something you should never ask when people have so many reasons to not respond to your inquiries, including child care issues, healthcare problems, and economic challenges. Just be happy when someone takes time to respond to your call.",[30,323,324,297,327,297,330,333,334],{},[54,325,326],{},"I want to.",[54,328,329],{},"I’d like to.",[54,331,332],{},"I’d love to."," To put it simply, why don’t you? ",[220,335,336],{},"Just do it!",[30,338,339,297,342,345],{},[54,340,341],{},"I’ve sold.",[54,343,344],{},"I’ve been selling."," Salespeople provide great value. Just don’t remind others what you do for a living. Think of yourself as someone who provides service, not sells. There’s a BIG difference in most people’s minds. It could influence how they treat you.",[30,347,348,351,352],{},[54,349,350],{},"If I don’t hear back from you…"," The sound you hear is a door closing. ",[220,353,354],{},"Why let it shut permanently?",[30,356,357,360,361,364],{},[54,358,359],{},"Money-back guarantee."," Why would any business highlight that there could be flaws in their product or service offerings that could necessitate returning contractually obligated payments? ",[220,362,363],{},"Seriously."," ",[30,366,367,370],{},[54,368,369],{},"New and improved."," Everything today is being updated to address ever-changing times and customer needs. This includes evolving how businesses operate, along with tweaking or rethinking product and service offerings. Don’t cheapen the thoughtful work you’re doing to make things better by not taking time to explain it. The fact that it’s new and improved is meaningless. The WHY and HOW are what’s important.",[30,372,373,376],{},[54,374,375],{},"Trust me."," Saying this diminishes trust. If you have to resort to asking buyers to trust you, you’ve probably already lost the sale.",[30,378,379,382],{},[54,380,381],{},"We are happy to announce…"," In today’s busy world, unless the announcement is about the impending birth of a close family relative, graduation, or impending wedding, few people will care about anything you have to announce. It better be life-changing.",[17,384,385,386,391,392,396],{},"Need help training your employees on best practices? ",[81,387,390],{"href":388,"rel":389},"https://www.mobilelocker.com/roles/training/",[85],"Mobile Locker’s app"," is an affordable and effective way to deliver educational materials to salespeople and everyone on your team. ",[81,393,395],{"href":153,"rel":394},[85],"Contact a friendly and helpful Mobile Locker rep"," to learn how we can help you make your training programs a LOT more effective, even in these complex and changing times.",{"title":158,"searchDepth":159,"depth":159,"links":398},[],[400],"Improving Sales","Find out what you shouldn’t say to customers during sales meetings.","/assets/articles/images/25-things-1.jpg",{},"/articles/25-things-sales-reps-should-never-say-to-customers-now-or-ever","2020-10-06",{"title":407,"description":401},"25 Things Sales Reps Should Never Say to Customers Now… or Ever | Mobile Locker","articles/25-things-sales-reps-should-never-say-to-customers-now-or-ever","7zMKSOF_ScPPNkCPBbpHjcemqF1Ak2843VLgZEfTALg",{"id":411,"title":412,"author":7,"body":413,"categories":659,"description":662,"extension":170,"heroImage":663,"heroImageAlt":412,"meta":664,"navigation":173,"path":665,"publishedAt":666,"seo":667,"stem":669,"tags":179,"updatedAt":179,"__hash__":670},"articles/articles/7-proven-ways-to-motivate-your-salespeople.md","7 Proven Ways to Motivate Your Salespeople",{"type":9,"value":414,"toc":650},[415,418,429,432,436,439,449,452,456,459,468,471,474,477,494,498,501,504,507,510,527,530,543,547,553,556,559,563,566,583,586,589,618,622,625,628,640,644,647],[17,416,417],{},"Is it hard for you to keep your sales reps motivated? ",[27,419,420,423,426],{},[30,421,422],{},"Maybe they’re not scheduling enough meetings.",[30,424,425],{},"Or they don’t follow-up with current prospects. ",[30,427,428],{},"Perhaps they miss sales goals.",[17,430,431],{},"Here are seven ways to get people on your sales team to do what you want them to do.",[12,433,435],{"id":434},"_1-figure-out-the-scope-of-the-problem","1. Figure out the scope of the problem.",[17,437,438],{},"Are one or two reps in a funk or is your whole team lacking motivation?",[17,440,441,442,305,445,448],{},"The answer will help you figure out what kind of motivation issue you’re dealing with: ",[220,443,444],{},"individual",[220,446,447],{},"group",".",[17,450,451],{},"Work one-on-one to resolve individual issues. Group motivation problems are more challenging to solve, but if you work — and communicate — openly with your team, you should be able to identify the root cause and resolve it together.",[12,453,455],{"id":454},"_2-build-trust","2. Build trust.",[17,457,458],{},"Many sales leaders turn to contests and other gimmicks to motivate their reps. ",[17,460,461,464,465],{},[54,462,463],{},"The reality:"," Building trust is fundamental to getting people to take action. ",[220,466,467],{},"Trust beats tricks every time.",[17,469,470],{},"If salespeople don’t trust their leaders and genuinely believe they have their interests at heart, they won’t be willing to do their best work. In fact, in today’s wide-open employment market, they’re probably looking for jobs at companies that have a reputation for being trustworthy.",[17,472,473],{},"So, what can leaders do if they haven’t earned, or even worse, lost, employee trust? Start by having an open and honest conversation with individual reps or your team, depending on the scope of the problem. Ask about the challenges they face and barriers to achieving their goals. Stay open and honestly listen to their concerns",[17,475,476],{},"Don’t stop there. Reps will start trusting when their issues are resolved and leaders take meaningful action to make living their lives — and doing their jobs — better.",[17,478,479,482,483,482,486,482,491],{},[54,480,481],{},"Tip:"," ",[220,484,485],{},"One of the biggest demoralizing factors for sales teams is chaos in the workplace. A sales enablement system like the one offered by",[81,487,489],{"href":83,"rel":488},[85],[220,490,7],{},[220,492,493],{},"could help solve many of the issues faced by sales organizations.",[12,495,497],{"id":496},"_3-ask-reps-how-they-prefer-to-be-managed","3. Ask reps how they prefer to be managed.",[17,499,500],{},"Everyone’s personality is different. How individual reps are managed should reflect their personalities.",[17,502,503],{},"The mistake many leaders make is to take a hard-line approach to dealing with all their salespeople: setting inflexible goals, strictly monitoring them and taking reps to task when they don’t achieve them.",[17,505,506],{},"While this may work for some salespeople (often inexperienced newbies), it might be too strict and limiting for others (experienced, high-performing pros).",[17,508,509],{},"Instead of using a one-size-fits-all approach for managing reps, ask these questions to figure out how best to handle each one:",[27,511,512,515,518,521,524],{},[30,513,514],{},"What can I do to support you at work and in your home life?",[30,516,517],{},"How can I help you achieve your goals?",[30,519,520],{},"How often do you like to meet?",[30,522,523],{},"What kind of feedback do you want to receive?",[30,525,526],{},"How do you prefer to communicate: phone call, email or text message?",[17,528,529],{},"Also, make it clear that communication is a two-way street. Explain that you’re available to hear new ideas, learn about issues and receive feedback.",[17,531,532,482,534,482,540],{},[54,533,481],{},[81,535,537],{"href":83,"rel":536},[85],[220,538,539],{},"Mobile Locker’s sales enablement system",[220,541,542],{},"makes it easy to gather rep feedback in real time, which can help prevent motivation issues.",[12,544,546],{"id":545},"_4-understand-what-reps-care-about","4. Understand what reps care about.",[17,548,549,550],{},"A common misconception about salespeople: ",[220,551,552],{},"They’re motivated exclusively by money, success, and status.",[17,554,555],{},"In today’s diverse work world, that may not always be true. For many people, work-life balance, making social connections, life-long learning and other things are equally — or more — important.",[17,557,558],{},"Take time to understand what drives each of your reps. Find out what they want to accomplish in their personal and professional lives. It’s the only way to set goals they want to achieve and incentives that they’ll work hard to earn.",[12,560,562],{"id":561},"_5-set-meaningful-goals","5. Set meaningful goals.",[17,564,565],{},"Once you understand what your salespeople care about, structure goals in ways that will get them to take action, including:",[27,567,568,571,574,577,580],{},[30,569,570],{},"Sales contests",[30,572,573],{},"Quotas",[30,575,576],{},"Incremental improvements",[30,578,579],{},"Contribution to organizational goals",[30,581,582],{},"Traditional sales targets.",[17,584,585],{},"Mix and match goals based on what you know about your reps. Sales contests are great if you have a lot of alpha salespeople who are driven by competition and success. Setting goals based on incremental improvement is ideal for those who like to learn new things and demonstrate mastery of them. Showing how individual contributions ladder-up to company goals is great for people who care about collaborating.",[17,587,588],{},"Also, figure out the right mix of short- and long-term goals and rewards:",[27,590,591,600,609],{},[30,592,593,596,597],{},[54,594,595],{},"Daily:"," Use very short-term goals to get reps out of a funk. ",[220,598,599],{},"The reward should be relatively small but meaningful, like an Amazon or Starbucks gift card.",[30,601,602,605,606],{},[54,603,604],{},"Weekly:"," This is a great time frame for education-related and skills-based goals. Set metrics for learning and improvement, then work with reps on a day-by-day plan that defines when learning should be completed and mastery of skills demonstrated. ",[220,607,608],{},"These goals deserve more significant rewards, such as a round of golf, tickets to a game or dinner out.",[30,610,611,614,615],{},[54,612,613],{},"Monthly and quarterly:"," Longer-term goals are generally reserved for achieving bottom-line business results. ",[220,616,617],{},"Rewards should be high value, but avoid cash, because once it’s spent, it’s gone and forgotten. Things like televisions, gaming systems, and other electronic devices are better options because reps will remember what it took to earn them.",[12,619,621],{"id":620},"_6-provide-education","6. Provide education.",[17,623,624],{},"Many salespeople become frustrated when they don’t know how to sell a product or service. Frustration kills motivation because reps feel they can’t succeed.",[17,626,627],{},"Offering easy-to-access training on your overall sales process and individual products and services gives reps the information they need to sell more effectively. When they feel frustrated, they have the power to overcome barriers to closing deals. This will build confidence and increase motivation.",[17,629,630,482,632,482,637],{},[54,631,481],{},[81,633,635],{"href":388,"rel":634},[85],[220,636,539],{},[220,638,639],{},"makes it easy for reps to access sales training modules any place, any time.",[12,641,643],{"id":642},"_7-let-reps-pick-their-own-rewards","7. Let reps pick their own rewards.",[17,645,646],{},"If salespeople are good at anything, it’s choosing their own rewards. After all, who better knows what they want and need?",[17,648,649],{},"Simply set a budget for different goal levels. Then let them pick something within budget that has meaning to them. Online corporate catalogs make it easy to manage and control this type of program.",{"title":158,"searchDepth":159,"depth":159,"links":651},[652,653,654,655,656,657,658],{"id":434,"depth":159,"text":435},{"id":454,"depth":159,"text":455},{"id":496,"depth":159,"text":497},{"id":545,"depth":159,"text":546},{"id":561,"depth":159,"text":562},{"id":620,"depth":159,"text":621},{"id":642,"depth":159,"text":643},[400,660,661],"Sales Enablement","Sales Training","Is it hard for you to keep your sales reps motivated?  Maybe they’re not scheduling enough meetings. Or they don’t follow-up with current prospects.  Perhaps th","/assets/articles/images/image2-29-1.jpeg",{},"/articles/7-proven-ways-to-motivate-your-salespeople","2020-01-14",{"title":668,"description":662},"7 Proven Ways to Motivate Your Salespeople | Mobile Locker","articles/7-proven-ways-to-motivate-your-salespeople","TBTJ5L6CXYtS5J2PiNm8gzmECf7puTojDwpcGtdbip8",{"id":672,"title":673,"author":7,"body":674,"categories":795,"description":796,"extension":170,"heroImage":797,"heroImageAlt":673,"meta":798,"navigation":173,"path":799,"publishedAt":800,"seo":801,"stem":803,"tags":179,"updatedAt":179,"__hash__":804},"articles/articles/9-better-reasons-for-actively-managing-your-sales-content.md","9 BETTER Reasons for Actively Managing Your Sales Content",{"type":9,"value":675,"toc":784},[676,679,682,685,689,692,700,704,707,711,714,728,732,735,738,742,745,749,752,756,759,762,766,769,773,776],[17,677,678],{},"No one ever wants to clean up a mess.",[17,680,681],{},"That’s one reason why it’s important for you to actively manage your sales content. Who wants to go through boxes of brochures and online files to make sense of them? It’s a big-time drain.",[17,683,684],{},"However, keeping things tidy may be the least important reason for active sales content management. Here are nine even BETTER ones.",[12,686,688],{"id":687},"_1-it-makes-sales-reps-more-productive","1. It makes sales reps more productive.",[17,690,691],{},"Reports show that salespeople, on average, spend one week per month searching for sales content. It’s a major waste of time that could be better used selling. Actively managing and distributing your content through a sales enablement system makes it MUCH easier for salespeople to quickly find materials. There’s no time wasted trying to figure out which pieces are the right ones to use with buyers. The latest materials can be organized by product or service type, themes, campaigns, audiences, and more. ",[17,693,694,695,699],{},"Distributing your content through a sales enablement platform like ",[81,696,698],{"href":83,"rel":697},[85],"Mobile Locker’s"," could be one of the best investments you make in increasing sales productivity.",[12,701,703],{"id":702},"_2-it-makes-sales-teams-more-agile-and-effective","2. It makes sales teams more agile and effective.",[17,705,706],{},"With more and more businesses selling digitally all over the globe, large and small organizations alike need every advantage to succeed. Active content management ensures sales reps have materials readily available to sell any place, any time, in person or virtually, to anyone, anywhere in the world. It’s the ultimate advantage for small to midsize businesses that want to compete — and win — on a bigger and broader global platform.",[12,708,710],{"id":709},"_3-active-management-speeds-sales-closings","3. Active management speeds sales closings.",[17,712,713],{},"A solid sales content management system helps to reduce the time it takes to close deals by providing reps with the tools needed to:",[27,715,716,719,722,725],{},[30,717,718],{},"Answer virtually every customer question on the spot.",[30,720,721],{},"Help buyers compare different products and services so they can make better-informed decisions.",[30,723,724],{},"Take advantage of timely opportunities no matter when or where they arise.",[30,726,727],{},"Seamlessly integrate the closing process into your sales cycle.",[12,729,731],{"id":730},"_4-it-enforces-brand-compliance","4. It enforces brand compliance.",[17,733,734],{},"Nothing can be worse for the reputation of a company than having reps deliver a less than ideal customer experience using the wrong — or completely outdated or non-compliant — collateral. The bad experience won’t be limited to the buyers involved, it’s also likely they’ll spread the word among their friends, family members, and co-workers. You’ll lose your chance to do business with them.",[17,736,737],{},"Active collateral management prevents this by ensuring sales reps only have access to the latest materials that they’re properly trained to use with customers. This helps prevent unfortunate incidents that could hurt your company’s reputation over the long term.",[12,739,741],{"id":740},"_5-it-gets-everyone-on-the-same-page","5. It gets everyone on the same page. ",[17,743,744],{},"Do you find that marshaling the people on your sales and marketing teams is like herding cats? It’s often the case. By actively managing your materials through a sales enablement system like Mobile Locker’s, your marketers and salespeople will have a single view into your content development process, sales materials, training, and overall results. It will help them see selling in the same way, which will bring unity and cohesion to your operation.",[12,746,748],{"id":747},"_6-it-helps-onboard-salespeople-faster","6. It helps onboard salespeople faster. ",[17,750,751],{},"The worst thing a business can do is let sales reps sell before they’re ready. It often leads to embarrassing mistakes that can do serious harm to your brand. It’s why onboarding is critical. It provides your salespeople with the knowledge required to sell your products and services accurately and effectively, using the correct sales materials. No errors. No mistakes you have to pay for over the long term. Plus, the onboarding process is quick and efficient.",[12,753,755],{"id":754},"_7-it-makes-it-easier-to-track-content-effectiveness","7. It makes it easier to track content effectiveness.",[17,757,758],{},"How can you know what content is working if you don’t know what content you have? It seems like a simple premise, but it’s an issue many businesses deal with. They can’t figure out what’s resonating with customers because they don’t have a clear inventory, with each piece mapped to projected results that can be measured against. ",[17,760,761],{},"Active management makes it possible for you to make the most of materials that are performing well and fix — or cut losses on — pieces that aren’t effective. It’s the best way to gain an edge in today’s dog-eat-dog world of sales and marketing.",[12,763,765],{"id":764},"_8-it-ensures-prospects-dont-get-dropped","8. It ensures prospects don’t get dropped.",[17,767,768],{},"Defining what content your sales reps should use, and when, helps keep them connected with their prospects from the beginning to the end of the sales cycle. Sometimes, when the sales process stalls out, reps don’t know what to do to restart things and get them moving again. Having content that gives them a reason to contact prospects they’re out of touch with can help get the conversation going once again. Providing salespeople with answers to frequently asked questions and ways to overcome objections helps prevent sales opportunities from shutting down in the first place.",[12,770,772],{"id":771},"_9-eliminates-user-bias","9. Eliminates user bias. ",[17,774,775],{},"Sales reps believe — often without reason — that their own, self-developed sales content is stellar. Distributing organization sanctioned content through a sales enablement system like Mobile Locker’s makes it possible to track its effectiveness. It provides reps with data that will give them the confidence to use it. It discourages the use of “shadow” materials they create on their own that could have a negative impact on your brand, present your organization in a bad light, open you up to legal liability and limit sales.",[17,777,778,779,783],{},"Need help actively managing your content? ",[81,780,782],{"href":153,"rel":781},[85],"Contact"," the friendly experts at Mobile Locker. They’ll take time to understand your current situation and make specific recommendations that will help you get your collateral system in order and maintain it over time. They’ll show you why the Mobile Locker platform is a powerful tool for helping marketers and salespeople manage their collateral and make it more effective over time.",{"title":158,"searchDepth":159,"depth":159,"links":785},[786,787,788,789,790,791,792,793,794],{"id":687,"depth":159,"text":688},{"id":702,"depth":159,"text":703},{"id":709,"depth":159,"text":710},{"id":730,"depth":159,"text":731},{"id":740,"depth":159,"text":741},{"id":747,"depth":159,"text":748},{"id":754,"depth":159,"text":755},{"id":764,"depth":159,"text":765},{"id":771,"depth":159,"text":772},[660],"Think preventing messes is the ONLY reason to actively manage your collateral? Find out 9 BETTER ones.","/assets/articles/images/9-better-reasons-1.jpg",{},"/articles/9-better-reasons-for-actively-managing-your-sales-content","2020-09-16",{"title":802,"description":796},"9 BETTER Reasons for Actively Managing Your Sales Content | Mobile Locker","articles/9-better-reasons-for-actively-managing-your-sales-content","EL3rBOFqH9ehba3tzqI1eYdgOkKV-UOTogzUXZc77zw",{"id":806,"title":807,"author":7,"body":808,"categories":955,"description":956,"extension":170,"heroImage":957,"heroImageAlt":807,"meta":958,"navigation":173,"path":959,"publishedAt":960,"seo":961,"stem":963,"tags":179,"updatedAt":179,"__hash__":964},"articles/articles/9-tips-to-get-your-sales-collateral-under-control.md","9 Tips to Get Your Sales Collateral Under Control",{"type":9,"value":809,"toc":944},[810,816,819,827,831,834,837,851,854,858,861,864,868,871,875,878,894,898,901,904,908,911,915,918,922,930,934,937],[17,811,812,813],{},"Is your sales collateral system a complete and total mess? ",[220,814,815],{},"You’re not alone.",[17,817,818],{},"It’s easy for businesses to lose control over their sales materials. What starts out as a rational system rapidly turns into a digital mess and a pile of unused brochures locked away in a back closet. ",[17,820,821,822,826],{},"Based on our work helping companies organize their collateral systems through our ",[81,823,825],{"href":83,"rel":824},[85],"sales enablement app",", here are our top tips for getting, and keeping, things under control. ",[12,828,830],{"id":829},"_1-make-it-a-rule-all-collateral-must-serve-a-purpose","1. Make it a rule: ALL collateral must serve a purpose.",[17,832,833],{},"Many reps think that every idea they have deserves a piece of sales collateral to support it. Nothing could be further from the truth. Everything you develop should support the conversations and interactions your sales reps have with buyers in specific and clearly defined ways. Every marketing piece must be relevant and provide value. ",[17,835,836],{},"Before developing anything new, ask yourself:",[27,838,839,842,845,848],{},[30,840,841],{},"What is the ultimate objective for creating the piece?",[30,843,844],{},"When and how will the collateral be used?",[30,846,847],{},"How will the material be delivered?",[30,849,850],{},"How will I know if it’s successful?",[17,852,853],{},"If you’re not sure about the answers to any of these questions, think twice about creating a new piece.",[12,855,857],{"id":856},"_2-conduct-a-sales-collateral-audit","2. Conduct a sales collateral audit.",[17,859,860],{},"How can you know if you need a new piece of collateral if you’re not sure what you already have? Not understanding what materials they have is a common issue for many businesses, especially if they don’t have a centralized content library.",[17,862,863],{},"Conducting an audit of your materials may seem cumbersome and time-consuming, but it’s worth it. An audit will help you understand what you have, and whether everything is still aligned with your brand and sales process. It will help you clean things up by eliminating off-brand or redundant pieces. It will also help you identify gaps in your current sales assets.",[12,865,867],{"id":866},"_3-leverage-buyer-personas","3. Leverage buyer personas.",[17,869,870],{},"Before you work on any new pieces, review your buyer personas or profiles to better understand who they’ll be used with. If you don’t know who the buyer for a particular product or service is, you can’t develop an effective piece to support sales of it. Understanding who you’re communicating with will help you select the messages, images, media, and other things that will resonate with them.",[12,872,874],{"id":873},"_4-check-out-the-competition","4. Check out the competition. ",[17,876,877],{},"Don’t fall into the trap of developing the same-old, same-old types of pieces. Mystery shop to find out what types of collateral your competitors are using with their buyers. It’s a great way to get a fresh perspective on what you could be doing and current collateral trends in your industry. It’s worth keeping an ongoing library of competitive materials so you have samples to reference when it comes time to create a new piece.",[17,879,880,482,882,482,885,482,891],{},[54,881,481],{},[220,883,884],{},"Leverage a sales enablement system like",[81,886,889],{"href":887,"rel":888},"https://www.mobilelocker.com/roles/marketing/",[85],[220,890,698],{},[220,892,893],{},"to keep your competitive collateral library organized and readily accessible to everyone who needs it.",[12,895,897],{"id":896},"_5-personalize-your-collateral","5. Personalize your collateral.",[17,899,900],{},"Even within a single buyer persona, no two people are exactly alike. That’s why it’s important for you to make it easy for your reps to personalize and customize all your collateral to meet every sales need and situation.",[17,902,903],{},"A small investment in personalization will go a long way toward making your buyers feel special, which is a proven way to increase sales conversion rates.",[12,905,907],{"id":906},"_6-publish-a-content-calendar","6. Publish a content calendar.",[17,909,910],{},"Develop a sales content calendar and update it regularly. Make it available to everyone on your sales team. Not only will it alert them as to what’s coming, but it will also encourage them to offer insights on materials while they’re still in development. Letting people know what’s being created, and allowing them to participate in their creation, will give them a sense of ownership that will make it more likely pieces get used.",[12,912,914],{"id":913},"_7-provide-training","7. Provide training.",[17,916,917],{},"Whenever you release a new piece, offer training on how to use it. It could take the form of a fact sheet, webinar, or demonstration video. It will ensure that reps use pieces at the right time, in the correct way, maximizing their effectiveness and your investment in them. The biggest reason sales content doesn’t get used isn’t because it’s bad. It’s because salespeople don’t know what to do with it.",[12,919,921],{"id":920},"_8-limit-use-to-the-right-people","8. Limit use to the “right” people.",[17,923,924,925,929],{},"All collateral isn’t created equal and every piece shouldn’t be used with every customer. Do the people on your sales team represent a limited number of products and services or work with certain segments of your client base? If so, a sales enablement system like ",[81,926,698],{"href":927,"rel":928},"https://www.mobilelocker.com/roles/sales/",[85]," can help limit access to collateral to those who are authorized to use it. It helps prevent negative client experiences. It also keeps reps from pushing products and services they’re not qualified to sell.",[12,931,933],{"id":932},"_9-encourage-collaboration","9. Encourage collaboration.",[17,935,936],{},"The best way to develop and maintain a top tier content library is to promote close collaboration between your sales and marketing teams. It’s the only way to ensure marketers develop materials that salespeople will use and that will resonate with customers.",[17,938,939,940,943],{},"A sales enablement system, like the one developed by ",[81,941,7],{"href":83,"rel":942},[85],", should be your single point of communication, collaboration, creation, education, and performance monitoring for all things collateral. It’s the best investment you can make in getting your sales materials under control.",{"title":158,"searchDepth":159,"depth":159,"links":945},[946,947,948,949,950,951,952,953,954],{"id":829,"depth":159,"text":830},{"id":856,"depth":159,"text":857},{"id":866,"depth":159,"text":867},{"id":873,"depth":159,"text":874},{"id":896,"depth":159,"text":897},{"id":906,"depth":159,"text":907},{"id":913,"depth":159,"text":914},{"id":920,"depth":159,"text":921},{"id":932,"depth":159,"text":933},[660],"Is your sales collateral system a complete and total mess? You’re not alone! See how you can get it under control once and for all.","/assets/articles/images/collateral-1.jpg",{},"/articles/9-tips-to-get-your-sales-collateral-under-control","2020-09-08",{"title":962,"description":956},"9 Tips to Get Your Sales Collateral Under Control | Mobile Locker","articles/9-tips-to-get-your-sales-collateral-under-control","_axGMri4z28KYFQeI1-o9NzLn_Sj-JBHOPdY5RFowoA",{"id":966,"title":967,"author":7,"body":968,"categories":1156,"description":1158,"extension":170,"heroImage":1159,"heroImageAlt":967,"meta":1160,"navigation":173,"path":1161,"publishedAt":1162,"seo":1163,"stem":1165,"tags":179,"updatedAt":179,"__hash__":1166},"articles/articles/9-ways-for-agencies-earn-revenue-right-now.md","9 Ways for Agencies to Earn Revenue RIGHT NOW",{"type":9,"value":969,"toc":1145},[970,976,979,983,989,992,995,1002,1005,1010,1014,1017,1022,1026,1029,1032,1037,1041,1044,1047,1052,1056,1059,1062,1067,1071,1074,1077,1085,1089,1092,1095,1100,1104,1107,1121,1125,1128,1131],[17,971,972,973],{},"Is your advertising agency trying to earn more money? ",[220,974,975],{},"Of course it is!",[17,977,978],{},"Here are nine ways your agency can do that while attracting and keeping more clients.",[12,980,982],{"id":981},"_1-prove-it","1. Prove it.",[17,984,985,986],{},"How many of your clients ask you: ",[220,987,988],{},"“Is this working?”",[17,990,991],{},"Return on investment is as critical as creative excellence for today’s bottom-line focused marketers.",[17,993,994],{},"Being able to prove that marketing campaigns and materials are generating results is the only way you’ll get new work from clients. It’s also the added PLUS that will help you attract new business.",[17,996,997,998,1001],{},"The best way to do this is to connect with your clients through ",[81,999,539],{"href":887,"rel":1000},[85],". Distributing content through it allows you to partner together to monitor its effectiveness. It gives you the information required to have honest and informed discussions about what’s working and what’s not. You can fix things in real-time and maximize opportunities as they arise.",[17,1003,1004],{},"The added transparency and value will make your clients trust you more and understand the value they get from working with your agency.",[17,1006,1007],{},[220,1008,1009],{},"Taken together, it’s a sure way to get them to WANT to do more business with you.",[12,1011,1013],{"id":1012},"_2-move-to-contract-work","2. Move to contract work.",[17,1015,1016],{},"Long-term contracts are more profitable than one-off projects. The members of your account and creative teams become experts on the clients they work with. This makes working with them more efficient over time, and the projects done within contracts are more profitable.",[17,1018,1019],{},[220,1020,1021],{},"Once you build trust with clients, up-sell them into contract-based relationships. It will make a BIG difference to your bottom line.",[12,1023,1025],{"id":1024},"_3-get-organized","3. Get organized.",[17,1027,1028],{},"Chaos cuts into the bottom lines of most ad agencies. It causes errors and leads to rework that can’t be billed back to clients.",[17,1030,1031],{},"Having defined processes and procedures eliminates miscommunication and mistakes. Managing your creative development process through Mobile Locker’s system will facilitate dialogue about projects, check that people edit the correct drafts, monitor that work is getting done on time and ensure approval happens when needed. Take things to the next level by leveraging Mobile Locker to share work with clients and track approval.",[17,1033,1034],{},[220,1035,1036],{},"A small investment in Mobile Locker’s technology will go a long way toward eliminating mistakes that cost your business.",[12,1038,1040],{"id":1039},"_4-pitch-business-in-your-agencys-sweet-spot","4. Pitch business in your agency’s sweet spot.",[17,1042,1043],{},"Every agency has certain types of clients that are profitable and easy to work with. Unfortunately, most have too many that don’t fit the profile.",[17,1045,1046],{},"Turn things around by developing a questionnaire that lets you learn about prospective clients before pitching their business. Use Mobile Locker’s easy-to-use app to make it fun and engaging for them to complete. Position it as a value-add that helps you develop targeted pitches and provide better service.",[17,1048,1049],{},[220,1050,1051],{},"Don’t waste time pitching prospects that won’t generate profits. It will go a long way toward making your sales process more efficient and effective.",[12,1053,1055],{"id":1054},"_5-fire-current-clients-gone-bad","5. Fire current clients gone bad.",[17,1057,1058],{},"Sometimes yesterday’s golden client becomes today’s nightmare. New employees and changes in business structure or goals can turn profitable partnerships into a waste of time… or worse.",[17,1060,1061],{},"Be brave. Don’t be afraid to replace clients that no longer make sense with ones that do.",[17,1063,1064],{},[220,1065,1066],{},"Your profitability will improve exponentially when you change out drains on your finances with dependable sources of income.",[12,1068,1070],{"id":1069},"_6-create-cool-stuff","6. Create cool stuff.",[17,1072,1073],{},"Nothing sets an agency apart more than developing cutting-edge creative that gets results.",[17,1075,1076],{},"Leverage Mobile Locker’s software to build exciting interactive quizzes, games and more that will get clients buzzing. They’re a proven way to improve sales.",[17,1078,1079,482,1082,364],{},[54,1080,1081],{},"Added bonus:",[220,1083,1084],{},"It’s fast and easy to generate awesome creative on Mobile Locker’s platform, especially when compared with other similar tools. You’ll be able to charge clients less for far superior work while pocketing more profit.",[12,1086,1088],{"id":1087},"_7-perfect-your-pitches","7. Perfect your pitches.",[17,1090,1091],{},"Do you know which pieces of your agency’s marketing presentations work and which fall flat? Do your case studies close deals or doors? Does that trip through your creative portfolio turn people on or off?",[17,1093,1094],{},"Most agencies wait until the last minute to put together their sales presentations and spend little time analyzing their effectiveness. Many firms staffed with strategic marketing experts leverage little strategy and analysis when it comes to selling themselves.",[17,1096,1097],{},[220,1098,1099],{},"Turn things around and use Mobile Locker’s app to build and monitor your sales presentations. It will help keep the process orderly and give you the data needed over time to optimize them.",[12,1101,1103],{"id":1102},"_8-retain-more-clients","8. Retain more clients.",[17,1105,1106],{},"Advertising and marketing are all about the newest and latest things. The truth: Deepening relationships with current clients is more profitable than bringing in new ones. Business development is far more expensive than providing superior ongoing service that keeps clients loyal.",[17,1108,1109,482,1112,482,1118],{},[220,1110,1111],{},"Mobile Locker’s app will help you serve your clients at the ultimate level.",[81,1113,1115],{"href":153,"rel":1114},[85],[220,1116,1117],{},"Contact one of our marketing experts",[220,1119,1120],{},"to find out how it will enhance communication, speed project development and improve the approval process.",[12,1122,1124],{"id":1123},"_9-find-new-sources-of-revenue","9. Find new sources of revenue.",[17,1126,1127],{},"Ads, videos, email campaigns, collateral, and social media projects — the bread-and-butter of most agencies — are becoming less profitable every day. It’s important for them to come up with new sources of revenue to keep up.",[17,1129,1130],{},"Always be on the lookout for ways to earn higher margins while doing less work. This could include things like developing interactive experiences, offering trade show support or providing more strategic advice for your clients.",[17,1132,1133,482,1136,482,1142],{},[220,1134,1135],{},"You owe it to yourself to brainstorm with a",[81,1137,1139],{"href":153,"rel":1138},[85],[220,1140,1141],{},"Mobile Locker marketing expert",[220,1143,1144],{},"to find out how we can help you do ALL these things. The bottom line of your business will thank you.",{"title":158,"searchDepth":159,"depth":159,"links":1146},[1147,1148,1149,1150,1151,1152,1153,1154,1155],{"id":981,"depth":159,"text":982},{"id":1012,"depth":159,"text":1013},{"id":1024,"depth":159,"text":1025},{"id":1039,"depth":159,"text":1040},{"id":1054,"depth":159,"text":1055},{"id":1069,"depth":159,"text":1070},{"id":1087,"depth":159,"text":1088},{"id":1102,"depth":159,"text":1103},{"id":1123,"depth":159,"text":1124},[1157],"Agencies","Is your advertising agency trying to earn more money? Of course it is! Here are nine ways your agency can do that while attracting and keeping more clients. 1. ","/assets/articles/images/agency-profitability-1.jpg",{},"/articles/9-ways-for-agencies-earn-revenue-right-now","2020-02-25",{"title":1164,"description":1158},"9 Ways for Agencies to Earn Revenue RIGHT NOW | Mobile Locker","articles/9-ways-for-agencies-earn-revenue-right-now","q5j1GjujzcKjC90NU18oxAICH-2h-eQeswZAjZ9ozvk",{"id":1168,"title":1169,"author":7,"body":1170,"categories":1235,"description":1236,"extension":170,"heroImage":1237,"heroImageAlt":1169,"meta":1238,"navigation":173,"path":1239,"publishedAt":1240,"seo":1241,"stem":1243,"tags":179,"updatedAt":179,"__hash__":1244},"articles/articles/a-proven-and-cost-effective-way-for-pharma-and-med-tech-firms-to-instantly-improve-their-messaging.md","A Proven and Cost-Effective Way for Pharma and Med Tech Firms to Instantly Improve Their Messaging",{"type":9,"value":1171,"toc":1233},[1172,1175,1178,1181,1187,1190,1193,1196,1199,1202,1205,1211,1214,1222,1230],[17,1173,1174],{},"Things are changing so quickly these days, it’s almost impossible for marketers and sales reps to know what to say that will resonate with prospects and clients. That’s especially true for people who work in sensitive industries related to healthcare. Share the wrong messages — or say insensitive things — at inopportune times and you could lose your chance to do business with someone forever. It’s easy today to offend — or lose the trust of — both medical professionals and patients.",[17,1176,1177],{},"So, what can you do to avoid this? ",[17,1179,1180],{},"You could go the traditional route and leverage focus groups, market testing or surveys to get a read on how people in your target market react to different messages. ",[17,1182,1183,1186],{},[54,1184,1185],{},"The issue:"," These methods take time. In most cases, they don’t provide results quickly enough to allow marketers and sales reps to respond to marketplace changes in today’s fast-paced times. They can also be costly, which is an issue in the current economic climate. On top of that, the results may be off because they’re generated in artificial environments instead of real-world situations. ",[17,1188,1189],{},"A better option is to test your messages on social media and through paid search advertising. Both of these provide actual-world results quickly and cost-effectively. In most cases, you could get solid metrics in a few days or weeks for a few thousand dollars or less, depending on the scope of your testing. If you structure the social campaigns correctly, you may also be able to get a read on how certain messages perform when paired with images. This is an important consideration as more and more messaging is conveyed visually.",[17,1191,1192],{},"When looking for disease information and treatment options, patients and healthcare providers search online. It’s usually the first thing they do. They also pay attention to content distributed through social media, which is becoming a trusted source of information for both audiences. Physicians and other medical professionals spend a lot of time networking and reading content on Linkedin. Every day people get much of their news — and information about products and services — through Facebook and other social networks. ",[17,1194,1195],{},"In both search and social media, people take action in a few seconds or less. They decide quickly whether something is attractive, intriguing, and worth clicking on. If not, they move on. ",[17,1197,1198],{},"When people are put into a situation where they’re forced to act fast, they’re more likely to respond honestly. This is especially true when compared with other testing options. In those situations, subjects may be given too much time to think about what the “right” answer is in a survey or the things a focus group facilitator wants to hear.",[17,1200,1201],{},"The insights you gain from this type of testing can inform the messaging you use in other early funnel marketing executions such as collateral, print, emails, digital display, and web content. The same is true when it comes to leveraging them in sales interactions. You may even generate some new leads and business through the testing program.",[17,1203,1204],{},"How does this type of testing work? Let’s say you have a product with multiple features or benefits that could appeal to people in your target audience. You feed messages about all of them into your search and social campaigns when you set them up. Then you allow Google, Facebook, Linkedin, and other platforms to do all the work for you. They’ll figure out which messages perform best based on their systemic logic and knowledge about their users. You’ll even gain insights about what did well within different subgroups. ",[17,1206,1207,1208],{},"The truth is, the back end systems of these companies are all-powerful. They’ve been developed and refined over time to deliver results and provide satisfying user experiences. It is how they earn money and grow their businesses. ",[220,1209,1210],{},"It’s that simple.",[17,1212,1213],{},"You can do much of the analysis on your own using the data supplied by the platforms or through third-party software like Hubspot. Or, if you want deeper insights, hire a data expert to help out. Many are available to provide part-time or on-demand support through services like Upwork.",[17,1215,1216,482,1219],{},[54,1217,1218],{},"Did you know:",[220,1220,1221],{},"You may already have a lot of search and social data available to you that you’re not taking advantage of? If you’re running campaigns now or did so in the past, you were probably focused on what was working and ignoring the rest. It could be worth taking a fresh look at all your available metrics. You may find that certain messages that came in second or third overall actually topped the list for certain demographic groups.",[17,1223,1224,1225,1229],{},"Are you ready to start testing your messages in search and social? It can be a smart move to coordinate your activity through the ",[81,1226,1228],{"href":887,"rel":1227},[85],"Mobile Locker app",". It provides a central resource to collaborate on developing new messaging. You can use it to gather and share results across your organization. You could also leverage it to develop new campaigns and collateral that contain the messages and train salespeople on how to sell using the new messages and materials.",[17,1231,1232],{},"What are you waiting for? Isn’t it time to speak with a Mobile Locker rep to find out how we could help you make the most of your new messaging testing strategies? It could give you the edge over competitors who can’t figure out what to say to connect with prospects and clients during these trying times.",{"title":158,"searchDepth":159,"depth":159,"links":1234},[],[167],"Learn about proven and cost effective ways to test your marketing and sales messaging in real time during these fast-changing times.","/assets/articles/images/message-testing-1.jpg",{},"/articles/a-proven-and-cost-effective-way-for-pharma-and-med-tech-firms-to-instantly-improve-their-messaging","2020-11-17",{"title":1242,"description":1236},"A Proven and Cost-Effective Way for Pharma and Med Tech Firms to Instantly Improve Their Messaging | Mobile Locker","articles/a-proven-and-cost-effective-way-for-pharma-and-med-tech-firms-to-instantly-improve-their-messaging","NBWtORkh0EJz76skt0dJIL3KcRG1p_qFM_1cdYpdMhA",{"id":1246,"title":1247,"author":7,"body":1248,"categories":1326,"description":1327,"extension":170,"heroImage":1328,"heroImageAlt":1247,"meta":1329,"navigation":173,"path":1330,"publishedAt":1331,"seo":1332,"stem":1334,"tags":179,"updatedAt":179,"__hash__":1335},"articles/articles/are-you-ready-for-selling-in-a-post-covid-virtual-universe.md","Are You Ready for Selling in a Post COVID Virtual Universe?",{"type":9,"value":1249,"toc":1324},[1250,1253,1256,1259,1262,1268,1271,1274,1277,1288,1291,1294,1297,1300,1303,1306,1309,1316],[17,1251,1252],{},"Coronavirus has changed everything — from how people work and learn, to how they shop, dine, exercise, and more. The transformation to a virtual world that many thought could take years or decades to achieve happened in a matter of weeks. Experts agree that it’s not likely things will go back to how they were when the pandemic is over.",[17,1254,1255],{},"Millennials and younger people have always been comfortable doing everything in the virtual world they were born into. Their elders, not so much. Every step they’ve taken into the digital future has involved translating a deeply-ingrained real-world habit or behavior into a brand-new virtual one.",[17,1257,1258],{},"In certain circumstances, the transition has been relatively easy. After all, it doesn’t take much encouragement to get someone to watch Netflix, connect with family via video chat, or find long-lost friends on Facebook.",[17,1260,1261],{},"For other things, it’s been almost impossible for many to make the change. This is especially true when it comes to making large purchases or handling business-to-business (B2B) transactions. Many haven’t felt comfortable sharing personal or business information, finalizing legal agreements, signing contracts, or transferring money online. They don’t feel secure making final buying decisions based exclusively on online information or virtual chats. It usually takes face-to-face meetings with sales reps to build trust and close deals.",[17,1263,1264,1265],{},"How many times have you heard: ",[220,1266,1267],{},"“Do you have a brochure? I like holding a piece of paper or being able to file something away when I buy something. It feels more real.”",[17,1269,1270],{},"The same is true for many businesses. Owners have not felt comfortable — or found it necessary — to translate their in-person businesses into virtual operations. They always imagined doing what they do face-to-face, not device-to-device.",[17,1272,1273],{},"The last few months have changed all that. There’s nothing like a crisis, such as the Coronavirus pandemic, to break through barriers. When old-school behaviors are no longer possible, even those most resistant to change are forced into a brave new world. Most actually like it when they finally get there.",[17,1275,1276],{},"This has been true for companies that can’t conduct business in the same old ways AND consumers who’ve been forced into new buying and customer service experiences.",[27,1278,1279,1282,1285],{},[30,1280,1281],{},"Doctors have had to figure out how to deliver their services online and their patients have become comfortable with it.",[30,1283,1284],{},"Accountants, lawyers, bankers, and financial advisors have figured out how to provide advice virtually and clients have grown comfortable sharing documents and other personal information digitally.",[30,1286,1287],{},"All types of business-to-business operations have had to rapidly move from just building awareness and gathering leads digitally to moving their entire sales and closing processes online.",[17,1289,1290],{},"Despite how clumsy the rapid process of going exclusively digital has been over the last few months, it’s unlikely that consumers or businesses will ever go back to the old ways.",[17,1292,1293],{},"That means there’s a whole lot more rapid digital transformation and refinement ahead, which opens businesses up to very significant risk. During times like these, companies either evolve and succeed or stumble and fail.",[17,1295,1296],{},"How can you ensure that your business will be one of the virtual winners when the COVID-19 pandemic is over and we move into a brave new world of seamless virtual marketing, sales, and customer service?",[17,1298,1299],{},"Don’t make the common mistake many operations make during times like these, losing discipline and rigor when speeding the development of something new.",[17,1301,1302],{},"Sales enablement provides the structure required to get things right during periods of extreme change. This was true during other dynamic periods like the tech bubble, post-911, and during the Great Recession. Companies that took a fast but disciplined approach to meet new marketing and sales challenges through sales enablement made it. Others did not.",[17,1304,1305],{},"Sales enablement allows you to create new marketing, sales, and customer service processes and procedures in a highly collaborative way. This is important during times like these when bringing in a broad array of perspectives is key to building something that will appeal to as many potential buyers as possible.",[17,1307,1308],{},"Sales enablement also makes it easy to train on new ways of doing business. This will encourage full adoption by everyone in your organization. You’re setting yourself up for failure if your sales, back-end operations, and customer service teams aren’t ready to respond to buyers coming through different channels and deliver on promises made in new marketing campaigns.",[17,1310,1311,1312,1315],{},"Perhaps most importantly, a solid sales enablement system, like the one offered by ",[81,1313,7],{"href":83,"rel":1314},[85],", gives you the real-time data needed to optimize opportunities, course correct, and fix mistakes quickly as you change your marketing and sales model. You’ll be able to clearly see what’s moving customers forward and holding them back — or driving them away — as they move through a virtual relationship with your business.",[17,1317,1318,1319,1323],{},"So are you ready to sell in the brave new virtual post-COVID-19 world ahead? ",[81,1320,1322],{"href":153,"rel":1321},[85],"Contact a helpful Mobile Locker rep"," to find out how you can start preparing now so you get a jump on the competition. Tomorrow isn’t as far away as it used to be.",{"title":158,"searchDepth":159,"depth":159,"links":1325},[],[400],"COVID-19 has changed how business is done faster than anything in history. Are you ready for the brave new virtual world ahead?","/assets/articles/images/virtual-selling-1.jpg",{},"/articles/are-you-ready-for-selling-in-a-post-covid-virtual-universe","2020-05-04",{"title":1333,"description":1327},"Are You Ready for Selling in a Post COVID Virtual Universe? | Mobile Locker","articles/are-you-ready-for-selling-in-a-post-covid-virtual-universe","Ae3uZ-svn1_vrZRLHWf-5f56jYjRFM6BUpNojVFSUs8",{"id":1337,"title":1338,"author":7,"body":1339,"categories":1501,"description":1503,"extension":170,"heroImage":1504,"heroImageAlt":1338,"meta":1505,"navigation":173,"path":1506,"publishedAt":1507,"seo":1508,"stem":1510,"tags":179,"updatedAt":179,"__hash__":1511},"articles/articles/hard-questions-you-must-ask-yourself-to-make-it-through-tough-times.md","Hard Questions You Must Ask Yourself to Make it Through Tough Times.",{"type":9,"value":1340,"toc":1493},[1341,1344,1347,1350,1354,1357,1371,1374,1377,1380,1384,1391,1394,1409,1413,1419,1422,1436,1439,1443,1446,1449,1453,1464,1467,1474,1478,1481,1484],[17,1342,1343],{},"Making the most of your marketing and sales efforts has never been more critical than RIGHT NOW. Budgets are tight, sales opportunities are limited and competition to seal every deal is FIERCE.",[17,1345,1346],{},"If you invest money on marketing and sales, you have to make sure it pays off many times over in increased revenue. The stakes are higher than ever. If things go right, you could crush weakened competition. If your efforts aren’t successful, it might mean that your business doesn’t make it through the pandemic and the current economic crisis.",[17,1348,1349],{},"Here are some challenging questions you must ask yourself to make sure you place your bets on supporting the best marketing strategies and campaigns — and pursuing the top sales opportunities — based on today’s realities.",[12,1351,1353],{"id":1352},"are-you-selling-to-the-right-people-do-you-still-understand-your-customers","Are you selling to the right people? Do you still understand your customers?",[17,1355,1356],{},"Every aspect of life has changed more over the last few months than during almost any period in history. ",[27,1358,1359,1362,1365,1368],{},[30,1360,1361],{},"People are working and schooling at home.",[30,1363,1364],{},"The country is experiencing unprecedented levels of unemployment.",[30,1366,1367],{},"The government is pumping an extraordinary amount of stimulus money into the economy.",[30,1369,1370],{},"There’s a rapid shift into digital selling, resulting in the closure of countless stalwart brick-and-mortar businesses. ",[17,1372,1373],{},"The middle of 2020 is certainly nothing like the beginning.",[17,1375,1376],{},"It’s likely that the mindsets of your customers, their needs and economic situations have been completely transformed, as well. Take time to regularly revisit your customer profiles and personas. Update them based on the most recent realities. If they’re no longer valid, completely rethink them. ",[17,1378,1379],{},"Having current customer information is the only way to help your marketing team know who they’re communicating with and your sales reps feel confident that they’re selling to the most likely buyers. Investing in the most current information about your customers will pay off in a big way.",[12,1381,1383],{"id":1382},"are-your-marketing-and-sales-goals-real-really","Are your marketing and sales goals real? Really?",[17,1385,1386,1387,1390],{},"The marketing and sales targets you set at the beginning of the year — or even a few months or weeks ago: ",[220,1388,1389],{},"They’re probably not realistic anymore."," You must constantly reassess them based on what’s happening at the moment. ",[17,1392,1393],{},"Consider the people and businesses in your client base, their evolving mindsets, current budgets and financial realities along with their preferred ways of doing business (today it’s probably virtually rather than in person). Then update your marketing and sales targets to reflect what’s possible at the moment. With things shifting as rapidly as they are, both in good and bad ways, you may need to do this as often as once a week. At very least, check in with your sales and marketing teams frequently, looking for insights on whether your targets are still valid.",[17,1395,1396,482,1398,482,1401,482,1406],{},[54,1397,481],{},[220,1399,1400],{},"Using a sales enablement system like",[81,1402,1404],{"href":83,"rel":1403},[85],[220,1405,698],{},[220,1407,1408],{},"to monitor the effectiveness of your content and sales process could give you early notice when customer attitudes are changing and they’re no longer responding to your marketing and sales efforts.",[12,1410,1412],{"id":1411},"what-could-prevent-you-from-achieving-your-goals","What could prevent you from achieving your goals?",[17,1414,1415,1416,364],{},"Whenever you adjust your marketing and sales targets, you have to figure out what could prevent you from reaching them. ",[220,1417,1418],{},"Be realistic.",[17,1420,1421],{},"Ask yourself and the people on your sales and marketing teams the hard questions that will help you understand your limitations and find ways to fix issues.",[27,1423,1424,1427,1430,1433],{},[30,1425,1426],{},"Do you have the resources required to build responsive digital marketing campaigns in real time?",[30,1428,1429],{},"Are your sales reps able to smoothly close deals in a virtual world?",[30,1431,1432],{},"Are you delivering a seamless customer experience as you move from in-person to virtual (or hybrid) sales?",[30,1434,1435],{},"In an ideal world, what would you be doing that you’re unable to do now?",[17,1437,1438],{},"Even though times are tough, it’s worth investing in filling any gaps you identify. It will make it more likely you, and the people on your team, will be able to achieve marketing and sales goals. You need every advantage to win in today’s challenging environment.",[12,1440,1442],{"id":1441},"are-you-measuring-progress-toward-your-goals","Are you measuring progress toward your goals?",[17,1444,1445],{},"The only way you will know your marketing and sales efforts are paying off is to constantly track progress toward your performance and revenue targets. You have to track everything including how effectively all the aspects of your marketing and sales processes are connecting together. Understanding these things will help you identify what’s working and what’s not and where there are breakdowns and disconnects that could prevent you from closing deals.",[17,1447,1448],{},"When times were flush, your business was probably earning enough revenue, even if your marketing and sales efforts weren’t optimized. You don’t have that luxury anymore. Every little bit counts when margins are extremely tight.",[12,1450,1452],{"id":1451},"are-you-doing-everything-possible-to-connect-people-when-social-distancing-is-a-thing","Are you doing everything possible to connect people when social distancing is a “thing”?",[27,1454,1455,1458,1461],{},[30,1456,1457],{},"Marketers use tools that allow them to get their work done.",[30,1459,1460],{},"Sales reps have their own technology that helps them sell. ",[30,1462,1463],{},"And you have other systems that connect your business to your clients. ",[17,1465,1466],{},"The issue: For most businesses, all these tools, systems and resources that are supposed to be connective don’t connect with each other. In other words, rather than bringing people together, these things may actually be keeping critical parts of your business infrastructure disconnected.",[17,1468,1469,1470,1473],{},"Consider taking advantage of a sales enablement system like the one developed by ",[81,1471,7],{"href":83,"rel":1472},[85],". It can act as the lynchpin that integrates all your other systems. During times like these, you need every advantage to succeed.",[12,1475,1477],{"id":1476},"are-you-providing-sales-reps-training-on-the-latest-marketing-efforts","Are you providing sales reps training on the latest marketing efforts?",[17,1479,1480],{},"It’s not uncommon for sales reps to not have a clue what their marketing partners are doing. This is especially true during dynamic periods of change. And yet, what salespeople do should bring closure to marketing efforts. ",[17,1482,1483],{},"That’s why you must provide your reps with current information about the latest marketing efforts. That way, they can coherently continue the story and close more deals. Don’t leave anything out. Make sure training covers everything from social media and Google Ad campaigns to newsletters and ongoing customer communications.",[17,1485,1486,482,1488,1492],{},[54,1487,481],{},[81,1489,1491],{"href":388,"rel":1490},[85],"Leverage Mobile Locker’s sales enablement system"," to distribute training to the people on your sales team. That way, they’ll be able to access it any place, any time they need information. You’ll also be able to monitor their progress toward completing their training to ensure they have the information needed to sell effectively.",{"title":158,"searchDepth":159,"depth":159,"links":1494},[1495,1496,1497,1498,1499,1500],{"id":1352,"depth":159,"text":1353},{"id":1382,"depth":159,"text":1383},{"id":1411,"depth":159,"text":1412},{"id":1441,"depth":159,"text":1442},{"id":1451,"depth":159,"text":1452},{"id":1476,"depth":159,"text":1477},[1502],"Business","Check out the hard questions you have to ask yourself right now for your business to make it through the pandemic and economic crisis.","/assets/articles/images/hard-questions-plain-1.png",{},"/articles/hard-questions-you-must-ask-yourself-to-make-it-through-tough-times","2020-08-18",{"title":1509,"description":1503},"Hard Questions You Must Ask Yourself to Make it Through Tough Times. | Mobile Locker","articles/hard-questions-you-must-ask-yourself-to-make-it-through-tough-times","_8paMjGF5l0U4TEyeHb4KUm0TUTnTz_ETmLkVb2967s",{"id":1513,"title":1514,"author":7,"body":1515,"categories":1740,"description":1742,"extension":170,"heroImage":1743,"heroImageAlt":1744,"meta":1745,"navigation":173,"path":1746,"publishedAt":1747,"seo":1748,"stem":1751,"tags":179,"updatedAt":179,"__hash__":1752},"articles/articles/helpscout-cli-open-source-mcp-server.md","We Open-Sourced Our Help Scout CLI and MCP Server",{"type":9,"value":1516,"toc":1734},[1517,1526,1529,1538,1542,1549,1554,1557,1658,1663,1673,1687,1690,1694,1697,1700,1704,1713,1716,1720,1723,1730],[17,1518,1519,1520,1525],{},"We use ",[81,1521,1524],{"href":1522,"rel":1523},"https://www.helpscout.com",[85],"Help Scout"," to support our customers. It's simple, well-designed, and gets out of the way. Over the past year, we've been integrating AI agents into more of our internal workflows — using tools like Claude and Cursor to automate research, draft responses, and triage incoming requests.",[17,1527,1528],{},"The problem: our AI tools had no way to talk to Help Scout.",[17,1530,1531,1532,1537],{},"There's no official CLI. There's no ",[81,1533,1536],{"href":1534,"rel":1535},"https://modelcontextprotocol.io",[85],"Model Context Protocol"," server. So we built one.",[12,1539,1541],{"id":1540},"what-helpscout-cli-does","What helpscout-cli Does",[17,1543,1544,1548],{},[1545,1546,1547],"code",{},"helpscout-cli"," is two things in one package:",[17,1550,1551],{},[54,1552,1553],{},"1. A command-line interface for Help Scout",[17,1555,1556],{},"Manage conversations, customers, mailboxes, and tags directly from your terminal. Useful for scripting, automation, and anyone who prefers the command line over a browser.",[1558,1559,1563],"pre",{"className":1560,"code":1561,"language":1562,"meta":158,"style":158},"language-bash shiki shiki-themes material-theme-lighter material-theme material-theme-palenight","helpscout conversations list\nhelpscout conversations get \u003Cid>\nhelpscout conversations reply \u003Cid> --message \"Thanks for reaching out...\"\nhelpscout customers list --mailbox \u003Cmailbox-id>\n","bash",[1545,1564,1565,1581,1604,1635],{"__ignoreMap":158},[1566,1567,1570,1574,1578],"span",{"class":1568,"line":1569},"line",1,[1566,1571,1573],{"class":1572},"sBMFI","helpscout",[1566,1575,1577],{"class":1576},"sfazB"," conversations",[1566,1579,1580],{"class":1576}," list\n",[1566,1582,1583,1585,1587,1590,1594,1597,1601],{"class":1568,"line":159},[1566,1584,1573],{"class":1572},[1566,1586,1577],{"class":1576},[1566,1588,1589],{"class":1576}," get",[1566,1591,1593],{"class":1592},"sMK4o"," \u003C",[1566,1595,1596],{"class":1576},"i",[1566,1598,1600],{"class":1599},"sTEyZ","d",[1566,1602,1603],{"class":1592},">\n",[1566,1605,1607,1609,1611,1614,1616,1618,1620,1623,1626,1629,1632],{"class":1568,"line":1606},3,[1566,1608,1573],{"class":1572},[1566,1610,1577],{"class":1576},[1566,1612,1613],{"class":1576}," reply",[1566,1615,1593],{"class":1592},[1566,1617,1596],{"class":1576},[1566,1619,1600],{"class":1599},[1566,1621,1622],{"class":1592},">",[1566,1624,1625],{"class":1576}," --message",[1566,1627,1628],{"class":1592}," \"",[1566,1630,1631],{"class":1576},"Thanks for reaching out...",[1566,1633,1634],{"class":1592},"\"\n",[1566,1636,1638,1640,1643,1646,1649,1651,1654,1656],{"class":1568,"line":1637},4,[1566,1639,1573],{"class":1572},[1566,1641,1642],{"class":1576}," customers",[1566,1644,1645],{"class":1576}," list",[1566,1647,1648],{"class":1576}," --mailbox",[1566,1650,1593],{"class":1592},[1566,1652,1653],{"class":1576},"mailbox-i",[1566,1655,1600],{"class":1599},[1566,1657,1603],{"class":1592},[17,1659,1660],{},[54,1661,1662],{},"2. An MCP server for AI agent integration",[17,1664,1665,1666,1669,1670,1672],{},"The ",[81,1667,1536],{"href":1534,"rel":1668},[85]," is an open standard that lets AI tools like Claude, Cursor, and others connect to external data sources and take actions on your behalf. With ",[1545,1671,1547],{}," running as an MCP server, your AI agent can:",[27,1674,1675,1678,1681,1684],{},[30,1676,1677],{},"Read and search conversations",[30,1679,1680],{},"Reply to customers",[30,1682,1683],{},"Look up customer history",[30,1685,1686],{},"Triage and tag conversations",[17,1688,1689],{},"No custom code required — just configure the server and your AI tool picks it up automatically.",[12,1691,1693],{"id":1692},"why-we-open-sourced-it","Why We Open-Sourced It",[17,1695,1696],{},"We built this for ourselves. Once it was working, the decision to open-source it was straightforward: anyone running Help Scout alongside AI tooling will hit the same wall we did. Publishing our solution costs us nothing and saves someone else the work.",[17,1698,1699],{},"Mobile Locker is primarily a Laravel and PHP shop, but we're not dogmatic about our stack. We use what works. This tool is built on Node.js because it fit the job well. The MIT license means you can use it, fork it, and adapt it however you need.",[12,1701,1703],{"id":1702},"getting-started","Getting Started",[17,1705,1706,1707,1712],{},"The repo is at ",[81,1708,1711],{"href":1709,"rel":1710},"https://github.com/mobilelocker/helpscout-cli",[85],"github.com/mobilelocker/helpscout-cli",". Installation and configuration instructions are in the README.",[17,1714,1715],{},"You'll need a Help Scout API key, which you can generate from your Help Scout account settings.",[12,1717,1719],{"id":1718},"whats-next","What's Next",[17,1721,1722],{},"This is our first public open source release. We'll continue publishing tools when we build something worth sharing. If you run into issues or have ideas for the CLI, open an issue on GitHub — we're actively maintaining it.",[17,1724,1725,1726,448],{},"If you're curious about our broader approach to open source, see our ",[81,1727,1729],{"href":1728},"/en/open-source","Open Source page",[1731,1732,1733],"style",{},"html pre.shiki code .sBMFI, html code.shiki .sBMFI{--shiki-light:#E2931D;--shiki-default:#FFCB6B;--shiki-dark:#FFCB6B}html pre.shiki code .sfazB, html code.shiki .sfazB{--shiki-light:#91B859;--shiki-default:#C3E88D;--shiki-dark:#C3E88D}html pre.shiki code .sMK4o, html code.shiki .sMK4o{--shiki-light:#39ADB5;--shiki-default:#89DDFF;--shiki-dark:#89DDFF}html pre.shiki code .sTEyZ, html code.shiki .sTEyZ{--shiki-light:#90A4AE;--shiki-default:#EEFFFF;--shiki-dark:#BABED8}html .light .shiki span {color: var(--shiki-light);background: var(--shiki-light-bg);font-style: var(--shiki-light-font-style);font-weight: var(--shiki-light-font-weight);text-decoration: var(--shiki-light-text-decoration);}html.light .shiki span {color: var(--shiki-light);background: var(--shiki-light-bg);font-style: var(--shiki-light-font-style);font-weight: var(--shiki-light-font-weight);text-decoration: var(--shiki-light-text-decoration);}html .default .shiki span {color: var(--shiki-default);background: var(--shiki-default-bg);font-style: var(--shiki-default-font-style);font-weight: var(--shiki-default-font-weight);text-decoration: var(--shiki-default-text-decoration);}html .shiki span {color: var(--shiki-default);background: var(--shiki-default-bg);font-style: var(--shiki-default-font-style);font-weight: var(--shiki-default-font-weight);text-decoration: var(--shiki-default-text-decoration);}html .dark .shiki span {color: var(--shiki-dark);background: var(--shiki-dark-bg);font-style: var(--shiki-dark-font-style);font-weight: var(--shiki-dark-font-weight);text-decoration: var(--shiki-dark-text-decoration);}html.dark .shiki span {color: var(--shiki-dark);background: var(--shiki-dark-bg);font-style: var(--shiki-dark-font-style);font-weight: var(--shiki-dark-font-weight);text-decoration: var(--shiki-dark-text-decoration);}",{"title":158,"searchDepth":159,"depth":159,"links":1735},[1736,1737,1738,1739],{"id":1540,"depth":159,"text":1541},{"id":1692,"depth":159,"text":1693},{"id":1702,"depth":159,"text":1703},{"id":1718,"depth":159,"text":1719},[1741],"Technology","We built helpscout-cli to connect AI agents to Help Scout. It's now open source and free to use — here's why we built it and how to get started.","/assets/articles/images/helpscout-cli-1.jpg","helpscout-cli open source CLI and MCP server for Help Scout",{},"/articles/helpscout-cli-open-source-mcp-server","2026-04-01",{"title":1749,"description":1750},"helpscout-cli: Open Source CLI and MCP Server for Help Scout | Mobile Locker","Mobile Locker open-sources helpscout-cli — a CLI and Model Context Protocol server for Help Scout. Connect AI agents like Claude and Cursor to your support inbox.","articles/helpscout-cli-open-source-mcp-server","1M7ZeAQa-YMzgZV35edOWMSN-yps77F-nckLwJ898QE",{"id":1754,"title":1755,"author":7,"body":1756,"categories":1970,"description":1971,"extension":170,"heroImage":1972,"heroImageAlt":1755,"meta":1973,"navigation":173,"path":1974,"publishedAt":1975,"seo":1976,"stem":1978,"tags":179,"updatedAt":179,"__hash__":1979},"articles/articles/horrors-the-top-5-nightmares-that-keep-sales-reps-up-at-night.md","Horrors! The Top 5 Nightmares that Keep Sales Reps Up at Night",{"type":9,"value":1757,"toc":1963},[1758,1761,1764,1781,1784,1787,1795,1798,1802,1805,1808,1819,1822,1830,1836,1840,1843,1846,1849,1852,1859,1865,1869,1872,1875,1882,1887,1891,1894,1897,1904,1914,1918,1921,1944,1947,1955],[17,1759,1760],{},"It’s the bad dream that keeps salespeople from falling asleep. ",[17,1762,1763],{},"You finally get a meeting with the perfect prospect. ",[27,1765,1766,1769,1772,1775,1778],{},[30,1767,1768],{},"You show up… Late.",[30,1770,1771],{},"You can’t find your presentation.",[30,1773,1774],{},"You have no wifi connection.",[30,1776,1777],{},"You start babbling and asking dumb questions. ",[30,1779,1780],{},"You leave in shame, without a signed contract.",[17,1782,1783],{},"Every rep has made sales blunders. They’re the stuff after-work cocktail conversations are made from.",[17,1785,1786],{},"With today’s long and complex sales processes, the likelihood of making mistakes is greater than ever. With so much at stake, unforced errors that kill deals are something salespeople want to avoid. ",[17,1788,1789,482,1792],{},[54,1790,1791],{},"The good news:",[220,1793,1794],{},"With the right training, preparation and coaching, most serious sales errors are preventable.",[17,1796,1797],{},"Here are some of the most common mistakes salespeople make along with what you can do to ensure they never happen to you.",[12,1799,1801],{"id":1800},"_1-asking-dumb-questions","1. Asking dumb questions",[17,1803,1804],{},"There’s no such thing as a dumb question, right? Not if you’re a salesperson asking a prospective client about something you should already know. In other words, if you can find the information on the internet, you shouldn’t ask about it.",[17,1806,1807],{},"Examples of questions to avoid include:",[27,1809,1810,1813,1816],{},[30,1811,1812],{},"What does your business do? ",[30,1814,1815],{},"How many people work for your firm?",[30,1817,1818],{},"Where do you do business?",[17,1820,1821],{},"Clearly, these things can easily be found out by visiting a company website, checking out its social media (especially Linkedin) or doing a Google search. Asking about them makes it clear you haven’t done your homework. It’s a waste of a prospect’s time and shows that you don’t care about them.",[17,1823,1824,482,1827],{},[54,1825,1826],{},"How to prevent this:",[220,1828,1829],{},"Do research prior to meetings. Learn everything you can about prospective customers and their businesses. Your knowledge will impress them and the meeting will be more productive and fruitful.",[17,1831,1832,1835],{},[54,1833,1834],{},"Take it a step farther:"," Look for clues and trigger events that could help guide your conversations. It might be a change in leadership, sale or acquisition or new product launch. It will give you an “in” to better position your product or service.",[12,1837,1839],{"id":1838},"_2-talking-to-yourself","2. Talking to yourself",[17,1841,1842],{},"Do you spend too much time in sales meetings talking about your experience, your company and the products and services you sell? ",[17,1844,1845],{},"Are you taking too little time to get to know your prospects, the goals they hope to achieve, issues they face and problems they want to solve?",[17,1847,1848],{},"It likely makes you come across as self-centered and disinterested. It also contributes to boring sales presentations.",[17,1850,1851],{},"Nobody enjoys being “talked at.”",[17,1853,1854,482,1856],{},[54,1855,1826],{},[220,1857,1858],{},"Make sales meetings open and honest discussions between you and prospective buyers. Take time to ask enough questions to get to know them and their needs. Then step in to respond to what you learn, explaining how you, your business and its solutions could help them out.",[17,1860,1861,1864],{},[54,1862,1863],{},"A good rule of thumb:"," During initial sales calls, allow buyers to talk approximately 75 percent of the time or more. You should speak for 25 percent of the meeting or less.",[12,1866,1868],{"id":1867},"_3-trash-talking-your-competitors","3. Trash talking your competitors",[17,1870,1871],{},"Of course, you need to compare your firm’s product and service offerings to those of your competitors. However, that doesn’t give you a right to talk bad about other companies and the people who work for them.",[17,1873,1874],{},"Be careful when you discuss the competition. Prospective buyers may have a relationship with — or is interested in — one or more of your rivals. Saying negative things about them could be a turn-off.  On top of that, spending too much time talking about other businesses could leave too little time to discuss yours.",[17,1876,1877,482,1879,364],{},[54,1878,1826],{},[220,1880,1881],{},"Prospective buyers look for reasons to buy from you. They don’t care as much about arguments against purchasing from someone else. Reserve your discussions about your competitors to a comparison between the features and benefits of your solutions and their’s.",[17,1883,1884,1886],{},[54,1885,481],{}," If possible, tailor your competitive comparison to things your buyers care about. Don’t water down your competitive advantage with too much useless information.",[12,1888,1890],{"id":1889},"_4-objecting-to-objections","4. Objecting to objections",[17,1892,1893],{},"Of course, buyers will be critical about the solutions offered by your business. They may not see the value for the price. Maybe they don’t understand how they’ll solve their specific problems. Perhaps they don’t “get” the benefits.",[17,1895,1896],{},"Whatever the reason for an objection, failing to clearly and calmly address it to the buyer’s satisfaction will kill the deal. If they have concerns or if they lack information, they won’t do business with you.",[17,1898,1899,482,1901],{},[54,1900,1826],{},[220,1902,1903],{},"Make sure your sales presentations are complete and provide all the information needed to completely explain your solution and how it benefits the buyer. Develop a list of frequently asked questions that will help overcome common objections. Practice your sales pitch prior to using it with real prospects. Encourage the people you practice with to come up with questions and objections. It will prepare you for the real thing.",[17,1905,1906,1908,1909,1913],{},[54,1907,481],{}," A ",[81,1910,1912],{"href":927,"rel":1911},[85],"sales enablement system like the one offered by Mobile Locker"," gives sales reps access to the information they need any place, any time to help answer questions and overcome objections. This includes videos, diagrams, virtual demonstrations, and collateral — anything it takes. A small investment in it will be paid off many times over with more closed sales.",[12,1915,1917],{"id":1916},"_5-ummmm","5. Ummmm.",[17,1919,1920],{},"A salesperson who lacks confidence won’t close deals. ",[27,1922,1923,1938,1941],{},[30,1924,1925,1926,1929,1930,1933,1934,1937],{},"Do you use terms like, “",[220,1927,1928],{},"ummm",", ",[220,1931,1932],{},"you know","” or “",[220,1935,1936],{},"the thing is","” too often? ",[30,1939,1940],{},"Do you find yourself looking down or scanning the room?",[30,1942,1943],{},"Do you slump in your seat?",[17,1945,1946],{},"Using too many filler works, not maintaining eye contact and having poor posture signals that you don’t believe what you’re saying. ",[17,1948,1949,1951,1952],{},[54,1950,1826],{}," Training, practice, ",[220,1953,1954],{},"and feedback will help you feel more confident when you present to prospects. The old saying is true: Practice makes perfect.",[17,1956,1957,482,1959,1962],{},[54,1958,481],{},[81,1960,539],{"href":927,"rel":1961},[85]," delivers sales training to reps on-demand. It can help you prepare for sales meetings — whether you’re planning months ahead or in the parking lot before walking in the door.",{"title":158,"searchDepth":159,"depth":159,"links":1964},[1965,1966,1967,1968,1969],{"id":1800,"depth":159,"text":1801},{"id":1838,"depth":159,"text":1839},{"id":1867,"depth":159,"text":1868},{"id":1889,"depth":159,"text":1890},{"id":1916,"depth":159,"text":1917},[400,660,661],"It’s the bad dream that keeps salespeople from falling asleep.  You finally get a meeting with the perfect prospect.  You show up… Late. You can’t find your pre","/assets/articles/images/image1-1-1.png",{},"/articles/horrors-the-top-5-nightmares-that-keep-sales-reps-up-at-night","2020-01-22",{"title":1977,"description":1971},"Horrors! The Top 5 Nightmares that Keep Sales Reps Up at Night | Mobile Locker","articles/horrors-the-top-5-nightmares-that-keep-sales-reps-up-at-night","CnyRBJnTgpyJcs1J-zqUS0ekMdgfHsHtvtBNwHUVmrw",{"id":1981,"title":1982,"author":7,"body":1983,"categories":2186,"description":2187,"extension":170,"heroImage":2188,"heroImageAlt":1982,"meta":2189,"navigation":173,"path":2190,"publishedAt":2191,"seo":2192,"stem":2194,"tags":179,"updatedAt":179,"__hash__":2195},"articles/articles/how-ad-agencies-can-stay-relevant-in-the-decade-ahead.md","How Ad Agencies Can Stay Relevant in the Decade Ahead",{"type":9,"value":1984,"toc":2177},[1985,2002,2006,2009,2014,2017,2020,2027,2030,2038,2046,2050,2058,2061,2064,2067,2070,2073,2079,2084,2088,2091,2094,2100,2105,2110,2114,2117,2122,2127,2131,2134,2137,2140,2145,2150,2154,2157,2160,2165,2170,2174],[17,1986,1987],{},[220,1988,1989,1990,1995,1996,2001],{},"Editor’s Note: Mobile Locker CEO ",[81,1991,1994],{"href":1992,"rel":1993},"https://www.linkedin.com/in/markstralka/",[85],"Mark Stralka"," was a founding partner of Kazaam Interactive, a healthcare-focused digital agency near Philadelphia that was acquired by inVentiv Health (now ",[81,1997,2000],{"href":1998,"rel":1999},"https://www.syneoshealth.com/",[85],"Syneos Health",") in 2012. Mobile Locker was born from Kazaam’s work building interactive content and apps for pharmaceutical companies. These insights are based on his agency experience.",[12,2003,2005],{"id":2004},"ad-agencies-increase-revenue-by-developing-tomorrows-creative-today","AD AGENCIES: Increase Revenue by Developing Tomorrow’s Creative Today",[17,2007,2008],{},"The fundamentals of advertising changed completely over the last ten years. ",[17,2010,2011],{},[220,2012,2013],{},"Will “advertising” even exist in the decade ahead?",[17,2015,2016],{},"Commercials, ads, collateral, web sites, social media, direct mail, and email — the bread-and-butter of most agencies — are low-margin one-offs that may not exist in the years ahead.",[17,2018,2019],{},"Dynamic, omnichannel, interactive, instantaneous, personal marketing campaigns may be okay today, but they’re not enough to make agencies stand out and succeed.",[17,2021,2022,2023,2026],{},"The future? ",[220,2024,2025],{},"It will be all about getting into the hearts and minds of prospective purchasers."," It’s a completely different way of thinking about advertising and earning revenue.",[17,2028,2029],{},"People working at small and mid-sized advertising agencies and marketing organizations know they have to be ready for tomorrow’s trends and technology. It’s the only way they can survive and thrive in the future. But how can they keep up with bigger competitors? ",[17,2031,2032,482,2035],{},[54,2033,2034],{},"Don’t give up.",[220,2036,2037],{},"In today’s world, smart and nimble always beats size and scope.",[17,2039,2040,2041,2045],{},"Here are some of the latest advertising trends along with tips on how to leverage and monetize them using ",[81,2042,698],{"href":2043,"rel":2044},"https://www.mobilelocker.com/",[85]," cutting-edge, cost-effective platform.",[12,2047,2049],{"id":2048},"deliver-brand-experiences-not-product-pitches","Deliver brand experiences, NOT product pitches.",[17,2051,2052,482,2055],{},[54,2053,2054],{},"Be honest:",[220,2056,2057],{},"If you were an average buyer, would you be able to differentiate the products and services you promote from those offered by competitors? Would you be able to see real differences between your promotional efforts and theirs?",[17,2059,2060],{},"Probably not.",[17,2062,2063],{},"Even if the features and benefits are better or different right now, it’s unlikely in today’s fast-paced dog-eat-dog world that a competitive edge can be maintained for very long.",[17,2065,2066],{},"So what can really make a company and its advertising special? What will make it stand out over the long term?",[17,2068,2069],{},"It’s the brand story, which is all about how doing business with a firm makes people feel.",[17,2071,2072],{},"Today, advertisers have to create marketing campaigns that make buyers experience these emotions. It’s the only way to rise above the competition.",[17,2074,2075,2078],{},[54,2076,2077],{},"How Mobile Locker can help:"," Our platform makes it easy to develop interactive quizzes, games and other activities that let people discover and experience a brand at their own pace. They can be delivered online, at trade shows, during sales meetings or at a final point of sale. Mobile Locker’s intuitive interface makes it possible for even the most tech-phobic marketer or creative professional to create memorable branded moments that will close more deals.",[17,2080,2081],{},[220,2082,2083],{},"It costs very little to create a cutting-edge experience that can be sold to clients for significant markups.",[12,2085,2087],{"id":2086},"be-personal-and-authentic","Be personal and authentic.",[17,2089,2090],{},"Old-school advertising tricks don’t make it today. Savvy consumers see right through them.",[17,2092,2093],{},"Social media and digital marketing have put buyers in the driver’s seat. They’ll take the next exit out of a sales journey to check out the competition if they feel you’re inauthentic or trying to trick them into buying what you’re selling.",[17,2095,2096,2097],{},"A business needs to be accessible online and in person. Advertising, marketing materials, and sales reps must clearly, genuinely and consistently explain how products and services will help people manage or solve the issues they face. ",[220,2098,2099],{},"No puffery, false claims or game playing allowed!",[17,2101,2102,2104],{},[54,2103,2077],{}," Our software allows agencies and marketers to develop engaging interactions that help reps get to know individual prospects before the selling process begins. This lets you customize advertising campaigns, marketing materials, and pitches so they’re viewed by buyers as helpful, personal and authentic.",[17,2106,2107],{},[220,2108,2109],{},"Agencies can sell the added value they provide to clients by moving beyond being creative professionals to strategic sales partners.",[12,2111,2113],{"id":2112},"leverage-personal-connections","Leverage personal connections.",[17,2115,2116],{},"Everybody likes to think of themselves as independent thinkers. Social media proves otherwise. We’re really a society seeking validation for the things we do. More and more, people look for advice and approval before buying anything. It’s true for both personal and business purchases.",[17,2118,2119,2121],{},[54,2120,2077],{}," Our platform will give you the information needed to better understand which case studies and customer testimonials different prospect segments respond to. This helps make marketing collateral more personal and clients are more likely to connect with it. Validation from current clients will get more prospects to buy.",[17,2123,2124],{},[220,2125,2126],{},"Agencies are more likely to succeed when they go above and beyond and provide added value to clients.",[12,2128,2130],{"id":2129},"advertise-in-all-the-right-places-at-the-right-times","Advertise in all the right places, at the right times.",[17,2132,2133],{},"Shopping isn’t one-stop any more. It happens in multiple steps in many places.",[17,2135,2136],{},"A sales journey could include digital and television advertising, visits to a company website, online competitive research, social media interactions, phone calls, texts, virtual chats, in-person meetings, experiences, collateral and more. No matter how a consumer moves through the process, the through-line has to be personal, consistent and meaningful.",[17,2138,2139],{},"Omnichannel marketing aims to deliver seamless purchasing experiences across all channels to different target audiences. It’s one of the most complex strategies for agencies, marketers, and salespeople to figure out. Getting it right is critical to success today.",[17,2141,2142,2144],{},[54,2143,2077],{}," Our cutting-edge software makes it easy to track every step of a sales process across all types of prospects. You can figure out what people respond to and what they’re not. This valuable data makes it possible for smaller and mid-sized agencies and firms to create omnichannel marketing campaigns that are as sophisticated and effective as those of their larger competitors. You’ll be able to reach potential buyers everywhere, at all the right times.",[17,2146,2147],{},[220,2148,2149],{},"Mobile Locker’s platform will help you develop the same kinds of campaigns bigger ones do.",[12,2151,2153],{"id":2152},"respond-instantly","Respond instantly.",[17,2155,2156],{},"Things change fast today. One day a product or service is off the radar. The next, something happens that makes it hot and in demand.",[17,2158,2159],{},"It’s critical to get out in front of prospective buyers when new opportunities arise.",[17,2161,2162,2164],{},[54,2163,2077],{}," Big agencies and organizations have collaboration and communication systems that make it possible to create campaigns on the turn of a dime. Our app provides the same functionality at a fraction of the cost.",[17,2166,2167],{},[220,2168,2169],{},"You’ll be able to connect in-house and external teams and share information so you can beat bigger competitors to the punch.",[12,2171,2173],{"id":2172},"the-future-of-advertising-is-today","The future of advertising is today.",[17,2175,2176],{},"Advertisers today are responding to extraordinary change at the same time they’re stepping into an unknown future. Advertising isn’t dead. It’s evolving in ways that make it almost unrecognizable from what it was just a few years ago. You owe it to yourself, your agency and business partners to find out how Mobile Locker’s app can help you keep up… and maybe even lead the way. The future of your business depends on it.",{"title":158,"searchDepth":159,"depth":159,"links":2178},[2179,2180,2181,2182,2183,2184,2185],{"id":2004,"depth":159,"text":2005},{"id":2048,"depth":159,"text":2049},{"id":2086,"depth":159,"text":2087},{"id":2112,"depth":159,"text":2113},{"id":2129,"depth":159,"text":2130},{"id":2152,"depth":159,"text":2153},{"id":2172,"depth":159,"text":2173},[1157],"Agencies can increase revenue by developing tomorrow’s creative today","/assets/articles/images/ad-agencies-2020-featured-1.jpg",{},"/articles/how-ad-agencies-can-stay-relevant-in-the-decade-ahead","2020-02-18",{"title":2193,"description":2187},"How Ad Agencies Can Stay Relevant in the Decade Ahead | Mobile Locker","articles/how-ad-agencies-can-stay-relevant-in-the-decade-ahead","8tud3zAJ_tvO2GKAPyutq5sxbFqNzVoL7Q7fOMzcUN4",{"id":2197,"title":2198,"author":7,"body":2199,"categories":2315,"description":2316,"extension":170,"heroImage":2317,"heroImageAlt":2198,"meta":2318,"navigation":173,"path":2319,"publishedAt":2320,"seo":2321,"stem":2323,"tags":179,"updatedAt":179,"__hash__":2324},"articles/articles/how-does-your-business-compare-the-rapid-pace-of-b2b-digitization-quantified.md","How Does Your Business Compare? The Rapid Pace of B2B Digitization, Quantified.",{"type":9,"value":2200,"toc":2312},[2201,2204,2213,2216,2220,2223,2273,2276,2296,2309],[17,2202,2203],{},"So, anyone who has lived through the last six months knows the digital transformation in business-to-business (B2B) sales has been extraordinary. Before the pandemic, most organizations were slowly making the transition to virtual sales because they wanted to increase efficiency while delivering more convenient and effective buyer experiences. However, COVID-19 accelerated the race to moving businesses online in ways no one could have ever imagined. ",[17,2205,2206,2207,2212],{},"How major has the transition been? McKinsey, the global consulting company, has ",[81,2208,2211],{"href":2209,"rel":2210},"https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/how-b2b-sales-have-changed-during-covid-19",[85],"conducted research",", and based on it, the answer is monumental. The firm surveyed 3,600 B2B decision-makers in 11 countries, representing 12 business sectors and 14 business revenue level categories. ",[17,2214,2215],{},"Why is this important? Comparing your operation to those included in the broad and deep McKinsey study can help you determine whether your business is keeping up with the current pace of digital transformation. ",[12,2217,2219],{"id":2218},"digital-transformation-by-the-numbers","Digital transformation by the numbers",[17,2221,2222],{},"So, what’s changed for B2B companies since the beginning of the year? Here are some highlights.",[27,2224,2225,2231,2237,2243,2249,2255,2261,2267],{},[30,2226,2227,2228],{},"On average, since the pandemic started, twice as many B2B buyers prefer to do business online. In countries like Spain and the United Kingdom, the rate increases to three times as many. ",[220,2229,2230],{},"If your company isn’t digitally adept, you could be losing out on a lot more opportunities than you were just a few short months ago.",[30,2232,2233,2234],{},"The top way people prefer to research new B2B suppliers currently is through online chat. This is a tactic that was often discounted as inefficient prior to the pandemic. However, it could make sense now that many salespeople and customer service reps are working at home. They could be available to deliver meaningful chat experiences at any time of day. Or, because of the demand, it might be worth the cost of developing automated chatbot artificial intelligence, logic, and responses that resemble human interactions, not ones that feel like they are generated by a machine. ",[220,2235,2236],{},"If there ever was a time to invest in chat, it’s now.",[30,2238,2239,2240],{},"There has been a 30 percent increase in B2B customers who prefer to place orders through an app. ",[220,2241,2242],{},"In other words, if developing a sales app prior to the pandemic seemed too costly for your business, it might make more sense right now.",[30,2244,2245,2246],{},"Put another way, McKinsey reports there has been an increase of 250 percent in mobile app ordering because of the pandemic. ",[220,2247,2248],{},"This is added proof that an investment in an app will likely pay off in increased sales.",[30,2250,2251,2252],{},"McKinsey has found that it’s now twice as likely that a business will select another business that provides a superior digital experience as a primary supplier. ",[220,2253,2254],{},"Twice the likelihood of bringing in a new client is a BIG motivator for improving your digital operation.",[30,2256,2257,2258],{},"Beyond this, 96 percent of B2B selling teams have fully or partially shifted to virtual selling. ",[220,2259,2260],{},"This is as close to absolute as statistics get. If your sales team isn’t committed to virtual selling, what are you waiting for?",[30,2262,2263,2264],{},"Of all business decision-makers, 65 percent say the remote business model is equal to — or more effective than — traditional ways of doing business. ",[220,2265,2266],{},"This proves that virtual selling is no longer secondary to the “real” thing.",[30,2268,2269,2270],{},"Almost 80 percent of B2B sellers are committed to continuing their COVID-19 based digital transformations for a year or more after the pandemic is over. ",[220,2271,2272],{},"This proves that any investment in virtual selling now could pay off over the long term.",[17,2274,2275],{},"Are you convinced B2B digital transformation isn’t just a short-term trend and that it IS the future? If you are, here’s how you can prepare your business for what’s going on today and will likely be happening in the future.",[193,2277,2278,2281,2284,2287,2290,2293],{},[30,2279,2280],{},"Pay attention to what B2B buyers care about most. No matter what channel you do business in, make sure you, your sales team and everyone working at your firm focuses on efficiency, transparency, and expertise in your area. Sure, price is important, but during times like these, other values are more so.",[30,2282,2283],{},"Optimize your e-channel platforms so you provide your business customers with what they expect. Make sure your end-to-end experience is seamless.",[30,2285,2286],{},"Fix the hiccups in your online sales process. All those disconnects on your website are no longer tolerable to the typical business buyer. If your digital experience isn’t flawless, your customers will move on to competitors who provide a better one.",[30,2288,2289],{},"Integrate your digital sales process with your human one. If someone becomes frustrated with your online operation, make it simple to connect with a person who is empowered to make things right.",[30,2291,2292],{},"Hire the right people. Of course, individuals can learn new things and evolve. However, few “traditional” salespeople and leaders are able to make the transition to digital selling. If you have doubts about your team’s bench strength, it could be time to make some changes.",[30,2294,2295],{},"Rethink your sales journey. Clearly, times have changed, and so have expectations about selling. Adjusting things ad hoc is good. Reimagining your sales process for a new future is much better.",[17,2297,2298,2299,2303,2304,2308],{},"Need help transforming your business for the digital age? ",[81,2300,2302],{"href":153,"rel":2301},[85],"Contact with a friendly and helpful Mobile Locker representative."," Many businesses ",[81,2305,2307],{"href":83,"rel":2306},[85],"leverage our app"," to help them stay organized and coordinated during periods of dramatic change like we’re living through today. It can also help you understand what parts of your digital sales transformation are resonating with prospective clients and which are not.",[17,2310,2311],{},"What are you waiting for? Things won’t be slowing down any time soon. If anything, the process of transformation will only accelerate. Find out how Mobile Locker can help you get on board.",{"title":158,"searchDepth":159,"depth":159,"links":2313},[2314],{"id":2218,"depth":159,"text":2219},[400],"How does your business compare? Find out for sure whether you’re keeping pace with the rapid pace of B2B sales moving online.","/assets/articles/images/mckinsey-1.jpg",{},"/articles/how-does-your-business-compare-the-rapid-pace-of-b2b-digitization-quantified","2020-09-23",{"title":2322,"description":2316},"How Does Your Business Compare? The Rapid Pace of B2B Digitization, Quantified. | Mobile Locker","articles/how-does-your-business-compare-the-rapid-pace-of-b2b-digitization-quantified","f8VhRRS4ujrwulrG86dcNb4fWZNpMQU8A5JxJv4vtV0",{"id":2326,"title":2327,"author":7,"body":2328,"categories":2439,"description":2440,"extension":170,"heroImage":2441,"heroImageAlt":2327,"meta":2442,"navigation":173,"path":2443,"publishedAt":2444,"seo":2445,"stem":2447,"tags":179,"updatedAt":179,"__hash__":2448},"articles/articles/how-sales-enablement-has-changed-in-the-post-covid-19-world.md","How Sales Enablement Has Changed in the Post COVID-19 World",{"type":9,"value":2329,"toc":2433},[2330,2333,2336,2339,2345,2348,2351,2354,2357,2360,2363,2366,2370,2373,2376,2379,2382,2389,2393,2396,2399,2403,2406,2413,2417,2420,2423,2426],[17,2331,2332],{},"The coronavirus pandemic has changed virtually every aspect of people’s lives. From how they live to how they conduct business, everything is different from when 2020 began.",[17,2334,2335],{},"So, how has the pandemic impacted sales enablement?",[17,2337,2338],{},"Needless to say, in a really big way.",[17,2340,2341,2342],{},"Sales enablement has grown dramatically over the past several years. Some studies report that the number of companies dedicating resources to practicing sales enablement tripled (or more) during the decade prior to the pandemic. The reason most often cited for this expansion is because businesses that adopted sales enablement found that sales revenue grew significantly because of it. Once news of this spread, more and more companies signed on, some practicing sales enablement in a disciplined and effective way, others less so. ",[220,2343,2344],{},"Everyone did better, but the organizations that used best practices killed it.",[17,2346,2347],{},"The underlying truth behind why sales enablement is effective when practiced correctly is that it’s singularly able to facilitate the process of providing sales reps with tools and resources, developed in partnership with marketers and sales leaders, to successfully connect with buyers and deliver highly personalized and successful sales experiences. It also lets sales leaders monitor the effectiveness of these things in real time so they are able to make adjustments to consistently improve performance.",[17,2349,2350],{},"Put simply, history shows practicing any form of sales enablement is good. Doing it right is better.",[17,2352,2353],{},"So, how has the coronavirus pandemic and resulting economic crisis impacted the remarkable growth sales enablement experienced over the last ten years? ",[17,2355,2356],{},"Needless to say, things have changed. The practice of sales enablement, even before the pandemic, had been reaching its maturity. It was shifting from an instant big growth opportunity for businesses to a more strategic one. It was becoming more about leveraging it as a tool to fight the right sales battles in the right way as opposed to trying to win the sales war through the singular concept of sales enablement, no matter how well (or poorly) it’s practiced. In other words, sales enablement was no longer being viewed as a broad concept that once implemented, was going to save the day. Instead, it was maturing into a strategic initiative that was being used appropriately, as a guiding force and disciplined practice that helped improve the performance of all aspects of marketing and sales.",[17,2358,2359],{},"This trend has only been accelerated by the pandemic and economic crisis. The focus for the foreseeable future will be on using sales enablement in strategic ways to help businesses improve results as efficiently as possible using the limited resources they have. Few companies have as much money as they need to spend on marketing and sales during these challenging times. Sales enablement, used in a strategic and surgical way, makes those dollars go farther.",[17,2361,2362],{},"The trend toward working remotely and selling virtually because of the COVID-19 pandemic has proven the value of sales enablement in these rapidly changing times. It’s made it easier to digitize sales processes and monitor results, helping to ensure that companies going through rapid transformations are getting things right and identifying issues quickly so they can be corrected.",[17,2364,2365],{},"Here are some other things businesses are learning about sales and sales enablement right now.",[12,2367,2369],{"id":2368},"growth-at-all-costs-isnt-sustainable","Growth at all costs isn’t sustainable.",[17,2371,2372],{},"Many companies grew at an extraordinary pace over the last decade. A level of irrational exuberance encouraged individuals and businesses to purchase things and services whether they really needed them or not. Much of this activity was supported on the sales side by the rapid adoption and use of client relationship management (CRM) systems and the shift from paper and spreadsheet based record keeping to databases. These things made it possible to sell a LOT more with fewer resources than ever before.",[17,2374,2375],{},"Higher levels of marketing and sales activity, supported by enhanced information flow, fueled by bigger budgets, made it possible for businesses to sell more to buyers who were open to purchasing more stuff.",[17,2377,2378],{},"That is until the COVID-19 pandemic and economic crisis brought this to a halt.",[17,2380,2381],{},"Today, the best thing businesses can do is leverage their existing systems to gain control over their current sales situations. Maybe you can’t max out your results as you did before the pandemic, but you can make the most of the opportunities available to you right now. Center your efforts on your sales enablement system. It provides the connectivity needed to better manage your marketing and sales efforts and track your results. This empowers you to optimize your marketing materials and messages and improve your sales process based on today’s constantly changing realities.",[17,2383,2384,2385],{},"If you’re not sure how to do this, a friendly and experienced Mobile Locker rep is available to help. ",[81,2386,2388],{"href":153,"rel":2387},[85],"Check us out online.",[12,2390,2392],{"id":2391},"team-empowerment-is-critical","Team empowerment is critical.",[17,2394,2395],{},"When things are changing as fast as they are now, it’s almost impossible for sales reps to keep up with the latest marketing materials and sales tactics. A sales enablement system solves this by serving as a central source of marketing and sales information they can access any place, any time, even in virtual selling situations.",[17,2397,2398],{},"It will help the people on your sales team feel more confident knowing they’re using the right tools and best tactics to sell no matter what’s going on in the world. ",[12,2400,2402],{"id":2401},"focus-on-buyers","Focus on buyers.",[17,2404,2405],{},"People are experiencing things today no one could have ever expected or planned for. Buyers could be dealing with business issues, threats of unemployment, financial problems, childcare issues and family and personal health related concerns. Salespeople need the best, most timely training and materials to address these things while selling right now. ",[17,2407,2408,2409,2412],{},"A sales enablement app like ",[81,2410,698],{"href":83,"rel":2411},[85]," makes it possible to distribute sales tools and training and monitor usage in real time. It makes it possible for sales leaders to ensure that the sales process stays focused on buyer feelings and needs during these sensitive times.",[12,2414,2416],{"id":2415},"keep-your-eye-on-the-data","Keep your eye on the data.",[17,2418,2419],{},"During an extended period of economic flux, your sales numbers won’t always be going up. In fact, they may not increase consistently for a while. This can make it difficult, and maybe a bit demoralizing, to consistently watch your results.",[17,2421,2422],{},"The truth: It’s now more important than ever to monitor marketing and sales data through your sales enablement system. It’s the only way to know what’s really happening with your sales in real time. It provides you with the information you need to fine tune your sales process so you can get ahead of today’s ever-changing realities.",[17,2424,2425],{},"Maybe it isn’t possible to leverage sales enablement in a slapdash way these days to achieve big wins. But you could use it for something far more important. Especially if you’re willing to do the work and stay disciplined. Why not figure out how you can take a more systematic approach to sales enablement? It will help you win the battles you face day after day on your way to winning the sales war.",[17,2427,2428,2429],{},"An experienced Mobile Locker expert can help you figure out how to practice sales enablement in the right way for today. ",[81,2430,2432],{"href":153,"rel":2431},[85],"Get connected with one online.",{"title":158,"searchDepth":159,"depth":159,"links":2434},[2435,2436,2437,2438],{"id":2368,"depth":159,"text":2369},{"id":2391,"depth":159,"text":2392},{"id":2401,"depth":159,"text":2402},{"id":2415,"depth":159,"text":2416},[660],"How sales enablement is practiced since COVID-19 has changed. Find out what you need to know to get it right, right now.","/assets/articles/images/sales-enablement-today-plain-1.png",{},"/articles/how-sales-enablement-has-changed-in-the-post-covid-19-world","2020-08-24",{"title":2446,"description":2440},"How Sales Enablement Has Changed in the Post COVID-19 World | Mobile Locker","articles/how-sales-enablement-has-changed-in-the-post-covid-19-world","g1bL0iDHyNNpbpCxCWm2ZwXDMj28Pj_16UuhqodiUhk",{"id":2450,"title":2451,"author":7,"body":2452,"categories":2591,"description":2592,"extension":170,"heroImage":2593,"heroImageAlt":2451,"meta":2594,"navigation":173,"path":2595,"publishedAt":2596,"seo":2597,"stem":2599,"tags":179,"updatedAt":179,"__hash__":2600},"articles/articles/how-to-be-known-as-the-pharma-company-that-puts-patients-first.md","How to: Be Known as THE Pharma Company That Puts Patients First",{"type":9,"value":2453,"toc":2581},[2454,2457,2460,2463,2467,2470,2473,2481,2484,2487,2507,2510,2513,2520,2524,2527,2530,2534,2537,2541,2553,2557,2560,2564,2567,2571,2574,2578],[17,2455,2456],{},"Historically, pharmaceutical sales, marketing, and communications has been mostly about connecting with doctors, nurses, and other medical professionals. Patients were typically a secondary consideration. ",[17,2458,2459],{},"Recently, the high level of competition in the pharma industry has made it critical for companies to more actively market to, communicate with, and develop relationships with their end-users. Putting patients first and treating them like kings or queens is a proven way to drive new business and prevent people from switching to competitive offerings.",[17,2461,2462],{},"Here are some proven ways to connect with your consumers.",[12,2464,2466],{"id":2465},"focus-on-the-patient","Focus on the patient.",[17,2468,2469],{},"The only way to get people to engage with your brand is to really get to know — and understand — them. That’s why you have to develop clear profiles of everyone in your prospective client base.",[17,2471,2472],{},"If a drug is approved for use by men and women in different age groups, how you connect with them, what you say and the way you communicate are likely to be very different. Their concerns and individual needs will vary. A mom on the go might respond to quick, easy-to-understand, and concise messages. Her senior dad might need more in-depth messaging to build comfort and trust.",[17,2474,2475,482,2478],{},[54,2476,2477],{},"Think about it:",[220,2479,2480],{},"How you interact with your sister is probably very different from how you communicate with your grandmother.",[17,2482,2483],{},"A younger individual may feel completely comfortable connecting and interacting in social media or through text messages. An older person probably prefers email alerts and printed brochures. ",[17,2485,2486],{},"Start by developing comprehensive personas for everyone approved to use the products you offer. Include all the information the people on your marketing team will need to create communications that will resonate with your end consumers, including:",[27,2488,2489,2492,2495,2498,2501,2504],{},[30,2490,2491],{},"Product-specific facts for each group",[30,2493,2494],{},"Consumer mindset",[30,2496,2497],{},"Worries and concerns",[30,2499,2500],{},"Media usage",[30,2502,2503],{},"Preferred messaging style",[30,2505,2506],{},"Income, education, and living circumstances.",[17,2508,2509],{},"Also, consider whether you’ll be communicating to the patient directly or through a caregiver or medical professional. This could make a difference in how you develop your personas and the campaigns that result from them.",[17,2511,2512],{},"Solid profiles make it possible to develop meaningful communications for the users of your products and their intermediaries. They give marketers and communicators what they need to move out of their own minds and shift their focus onto patients, caregivers, and medical professionals.   ",[17,2514,2515,2516,2519],{},"Your profiles and personas will evolve over time as you learn more about users of your pharmaceuticals and what they respond to. A sales enablement system like ",[81,2517,7],{"href":83,"rel":2518},[85]," makes it easy to track the effectiveness of your marketing and communication materials so you always have a clear picture of what’s working and what’s not with different types of people.",[12,2521,2523],{"id":2522},"provide-opportunities-for-feedback","Provide opportunities for feedback.",[17,2525,2526],{},"Good communication is all about talking WITH, not talking TO consumers. Provide easy ways for people in all your customer segments to ask questions, provide feedback, and express their opinions. For older users, offer 24 / 7 phone service. It’s a familiar and comfortable way for them to interact with your organization. Digital options may not be right for some seniors. However, younger people probably prefer to connect online. ",[17,2528,2529],{},"Almost everyone today is open to providing online ratings and reviews. If collected and used in legal and compliant ways, they can help you gain novel insights about your products and consumer experience. People are more likely to share honest opinions under the cover of anonymity.",[12,2531,2533],{"id":2532},"develop-a-permanent-patient-portal-starting-at-the-clinical-trial-period","Develop a permanent patient portal starting at the clinical trial period.",[17,2535,2536],{},"When you begin a clinical trial, create an online website for people to enroll in it, and to share information. Don’t eliminate it once the trial is complete. Scale it up so it becomes a central resource for patients and medical professionals after the drug is released. It will provide people with historic information about the development of the product. This level of transparency will help build trust with new users. It will make them feel a part of something bigger. Don’t forget to make the user experience of the portal a good one across all devices including smartphones, tablets, and computers.",[12,2538,2540],{"id":2539},"leverage-a-common-patient-marketing-platform","Leverage a common patient marketing platform.",[17,2542,2543,2544,2547,2548,2552],{},"Are there patients who use more than one of your products? Could there be ways to expand your business through cross-promotion of your offerings? If you answered YES to these questions, then you need a common platform to manage your client marketing and communications. It will help you develop more valuable programs for your multi-product users and identify and support cross-selling opportunities. ",[81,2545,390],{"href":83,"rel":2546},[85]," has been developed with this functionality in mind. You owe it to yourself to ",[81,2549,2551],{"href":153,"rel":2550},[85],"speak with a helpful representative"," to find out how it could make marketing to — and communicating with — patients simpler and more effective.",[12,2554,2556],{"id":2555},"make-it-easy-to-buy-your-products","Make it easy to buy your products.",[17,2558,2559],{},"Find ways to simplify the buying process for your pharmaceuticals. Provide clear and easily accessible information on your website that covers where to find them, how to discuss them with doctors and pharmacists, discount availability, and insurance information for different providers. You’re more likely to begin a relationship with someone if you make it simple to do so.",[12,2561,2563],{"id":2562},"get-creative-about-how-you-interact","Get creative about how you interact.",[17,2565,2566],{},"Don’t limit yourself to delivering communications through websites, emails, brochures, or other conventional methods. Automated calendar or text messages can be good ways to remind people to take their drugs or get prescriptions refilled. Phone messages might be ideal for some patients, especially those with poor eyesight. Videos are a great medium for training and education, especially for younger people who grew up learning from them.",[12,2568,2570],{"id":2569},"leverage-artificial-intelligence","Leverage artificial intelligence.",[17,2572,2573],{},"Artificial intelligence (AI) isn’t the future. It’s today. You should be using it to do things like coming up with cross-promotional opportunities, figuring out which patients are more likely to stop taking their medications, and determining who might use them improperly. Then leverage the AI insights to deliver proactive communications to your consumers. If you’re not an artificial intelligence expert, it could be worth it to hire a consultant to help you understand how you could use it to improve your client marketing and outreach efforts.",[12,2575,2577],{"id":2576},"in-the-end-building-relationships-is-good-for-patients-and-your-business","In the end, building relationships is good for patients AND your business.    ",[17,2579,2580],{},"If you take steps to form solid bonds with your customers, they won’t be the only beneficiaries. Your business will benefit, as well. The feedback you get from them could help you better understand how people are responding to your therapies and messaging about them. You may even identify subpopulations within your customer segments with significant differences that could help you refine your product offerings and how you deliver them. In some cases, you may identify completely new drug opportunities. You’re only limited by how far you’re willing to go to get to know your consumers so you can serve them like royalty.",{"title":158,"searchDepth":159,"depth":159,"links":2582},[2583,2584,2585,2586,2587,2588,2589,2590],{"id":2465,"depth":159,"text":2466},{"id":2522,"depth":159,"text":2523},{"id":2532,"depth":159,"text":2533},{"id":2539,"depth":159,"text":2540},{"id":2555,"depth":159,"text":2556},{"id":2562,"depth":159,"text":2563},{"id":2569,"depth":159,"text":2570},{"id":2576,"depth":159,"text":2577},[167],"The key to success for pharmaceutical companies today: Making patients their top priority. See how you can become known for treating customers like royalty.","/assets/articles/images/patients-first-1.jpg",{},"/articles/how-to-be-known-as-the-pharma-company-that-puts-patients-first","2020-11-11",{"title":2598,"description":2592},"How to: Be Known as THE Pharma Company That Puts Patients First | Mobile Locker","articles/how-to-be-known-as-the-pharma-company-that-puts-patients-first","4tRsDR7i07r1vnebrHTAGNMlHYO9aztV0C1LHuQMy2I",{"id":2602,"title":2603,"author":7,"body":2604,"categories":2939,"description":2941,"extension":170,"heroImage":2942,"heroImageAlt":2603,"meta":2943,"navigation":173,"path":2944,"publishedAt":2945,"seo":2946,"stem":2948,"tags":179,"updatedAt":179,"__hash__":2949},"articles/articles/how-to-become-a-master-at-data-driven-marketing-and-sales.md","How to: Become a Master at Data-Driven Marketing and Sales",{"type":9,"value":2605,"toc":2931},[2606,2609,2612,2619,2624,2627,2631,2634,2637,2663,2666,2675,2717,2734,2738,2741,2744,2761,2765,2768,2771,2788,2791,2808,2812,2815,2818,2821,2824,2828,2831,2834,2885,2888,2904,2908,2911,2914,2928],[17,2607,2608],{},"It’s finally happened. After years of promises that never really paid off, businesses are FINALLY able to measure the end-to-end success of their marketing and sales initiatives.",[17,2610,2611],{},"From initial customer contact to final sale and beyond, the tools and technology are in place to measure every aspect of your marketing and sales process.",[17,2613,2614,482,2616],{},[54,2615,1185],{},[220,2617,2618],{},"Many businesses don’t have the experience needed to put all the pieces together to figure out the return they’re getting on their investment in marketing and sales.",[17,2620,2621,364],{},[54,2622,2623],{},"Is all that money actually paying off?",[17,2625,2626],{},"Here’s a simple, easy-to-understand guide that explains how to take a data-driven approach to marketing and selling. It will help you reduce costs while optimizing results.",[12,2628,2630],{"id":2629},"map-your-end-to-end-marketing-and-sales-process-and-set-goals","Map your end-to-end marketing and sales process and set goals.",[17,2632,2633],{},"Document everything you do to market and sell your products. Start with your social media and other marketing outreach campaigns and include everything needed to close deals and re-market to customers. ",[17,2635,2636],{},"Once you do this, apply well-defined goals to every step. This could include things like:",[27,2638,2639,2642,2645,2648,2651,2654,2657,2660],{},[30,2640,2641],{},"Projected click-through rates",[30,2643,2644],{},"Cost per click",[30,2646,2647],{},"Time spent on a web page",[30,2649,2650],{},"Number of leads per web page",[30,2652,2653],{},"Percent of invitations that are responded to",[30,2655,2656],{},"Number of sales",[30,2658,2659],{},"Cost per sale",[30,2661,2662],{},"The number of up-sells.",[17,2664,2665],{},"The specific goals depend on your marketing efforts and sales process. What’s critical is that you assign a number to each and measure progress toward it. Having a well-documented process with specific metrics attached to every step of it is the foundation of a data-driven marketing and sales program.",[17,2667,2668,2670,2671,2674],{},[54,2669,481],{}," Make sure your goals are ",[54,2672,2673],{},"SMART"," ones:",[27,2676,2677,2685,2693,2701,2709],{},[30,2678,2679,482,2682],{},[54,2680,2681],{},"Specific:",[220,2683,2684],{},"Objectives must be specific. Be as detailed as possible when defining goals.",[30,2686,2687,482,2690],{},[54,2688,2689],{},"Measurable:",[220,2691,2692],{},"You must set a specific number for each goal so you are able to measure your progress toward it.",[30,2694,2695,482,2698],{},[54,2696,2697],{},"Achievable:",[220,2699,2700],{},"Goals should be challenging, but not impossible, to achieve.",[30,2702,2703,482,2706],{},[54,2704,2705],{},"Relevant:",[220,2707,2708],{},"A goal is relevant when it directly supports your overall business objectives.",[30,2710,2711,482,2714],{},[54,2712,2713],{},"Time-bound:",[220,2715,2716],{},"Your goals should include deadlines for achieving them along with benchmarks to measure progress.",[17,2718,2719,482,2721,482,2724,482,2731],{},[54,2720,1218],{},[220,2722,2723],{},"Quantifiable measures of marketing and sales success are called",[81,2725,2728],{"href":2726,"rel":2727},"https://www.klipfolio.com/resources/articles/what-is-a-key-performance-indicator",[85],[220,2729,2730],{},"key performance indicators",[220,2732,2733],{},"(KPIs)?",[12,2735,2737],{"id":2736},"understand-your-target-audience","Understand your target audience.",[17,2739,2740],{},"The products or services you offer aren’t right for everyone. You must identify and define the people who are most likely to benefit from buying them. This is what’s known as your target audience.",[17,2742,2743],{},"Be as specific as possible when defining your target audience. Include information like:",[27,2745,2746,2752,2755],{},[30,2747,2748,2751],{},[54,2749,2750],{},"Demographics:"," Relevant demographic information typically includes things like age, gender, marital status, education level, household income, residence, habits, memberships, job position, and more. Choose the details that your marketing team and sales reps need to know so they’re able to connect with the people you want to reach.",[30,2753,2754],{},"Behaviors: Documenting behaviors helps to bring the people in your target audience to life. Consider including information about the other types of things they purchase, the social media channels they engage with, the websites they visit often, and the types of entertainment they enjoy.",[30,2756,2757,2760],{},[54,2758,2759],{},"Motivations:"," Your marketers and sales reps need to understand why people in your target market would want to purchase your products and services. It helps them better understand what will trigger them to check out your business and move them through every step of the sales process.",[12,2762,2764],{"id":2763},"collect-data","Collect data.",[17,2766,2767],{},"Naturally, data-driven marketing and sales programs need accurate, relevant data to be successful. It has to be documented and stored in ways that make it easy to analyze.",[17,2769,2770],{},"Start by collecting everything you know about your current customers, including:  ",[27,2772,2773,2776,2779,2782,2785],{},[30,2774,2775],{},"Interactions with social media and marketing campaigns",[30,2777,2778],{},"Sales histories ",[30,2780,2781],{},"Customer service interactions",[30,2783,2784],{},"Actions they’ve taken on your website",[30,2786,2787],{},"Survey responses, ratings and reviews.",[17,2789,2790],{},"Having this available allows you to compare current data with historical information. It helps you understand whether your marketing and sales activities are improving or hindering your bottom-line results. This provides a great foundation for your data-driven program.",[17,2792,2793,482,2795,482,2798,482,2805],{},[54,2794,481],{},[220,2796,2797],{},"If you don’t have adequate data about your current customers, you can buy",[81,2799,2802],{"href":2800,"rel":2801},"https://en.wikipedia.org/wiki/Data_aggregation",[85],[220,2803,2804],{},"data from aggregators",[220,2806,2807],{},"through exchanges.",[12,2809,2811],{"id":2810},"choose-marketing-channels","Choose marketing channels.",[17,2813,2814],{},"One of the biggest advantages of data-based marketing is that it helps you identify the marketing channels and messages that work best for connecting your business to the people in your target market and getting them to purchase things.",[17,2816,2817],{},"Start by choosing channels that align with the information you collected about the people in your target audience. These could include social media sites, your blog, pay-per-click ads, email, television commercials, radio ads, digital display ads, billboards, and more.",[17,2819,2820],{},"Once you identify the best channels, come up with a plan that optimizes how much you have available to spend. Figure out how frequently you can reach the people in your target audience at the lowest possible cost while maximizing the pay off.",[17,2822,2823],{},"After you’ve launched your plan, track actual results against projected ones. Adjust your plan over time to improve performance. Never stop testing new options. It will help you improve results over the long term.",[12,2825,2827],{"id":2826},"develop-and-serve-up-content","Develop and serve-up content.",[17,2829,2830],{},"Finally, you need to develop marketing and sales content and distribute it through the media channels you’ve identified.",[17,2832,2833],{},"Here’s what you should consider to create effective content:",[27,2835,2836,2859,2873,2879],{},[30,2837,2838,2841,2842],{},[54,2839,2840],{},"User expectations."," Go back to your target audience profile information and figure out what types of content your prospective buyers are most likely to respond to. Ask yourself the following types of questions to figure it out:\n",[27,2843,2844,2849,2854],{},[30,2845,2846,364],{},[220,2847,2848],{},"Are they readers or video viewers?",[30,2850,2851],{},[220,2852,2853],{},"Do they prefer long-form content or short information nuggets?",[30,2855,2856],{},[220,2857,2858],{},"Do they search for information or prefer to have it served up to them?",[30,2860,2861,2864,2865],{},[54,2862,2863],{},"Goals."," Your marketing and sales objectives will influence the type of content you create.\n",[27,2866,2867,2870],{},[30,2868,2869],{},"An infographic could be all it takes to explain a relatively simple concept.",[30,2871,2872],{},"For more complex information, you should create a video, blog post or an e-book.",[30,2874,2875,2878],{},[54,2876,2877],{},"Media channel."," The channels the content is delivered in will impact the type of content you develop. Some media, such as Instagram, is ideal for images. Others, like a blog article, require a significant amount of text. ",[30,2880,2881,2884],{},[54,2882,2883],{},"Customer journey."," Your content and messaging will evolve depending on where the customer is in the buying journey. Consider what they need to know and feel at every step of the sales and marketing process and deliver information that meets their expectations and moves them to the next step.",[17,2886,2887],{},"Over time, track how each piece of content is performing compared with the goals you set for it. If you find something’s not working, replace it with something new.",[17,2889,2890,482,2892,482,2895,482,2901],{},[54,2891,1218],{},[220,2893,2894],{},"Distributing your content through",[81,2896,2898],{"href":887,"rel":2897},[85],[220,2899,2900],{},"Mobile Locker’s platform",[220,2902,2903],{},"makes it simple to track its performance?",[12,2905,2907],{"id":2906},"track-campaign-performance","Track campaign performance.",[17,2909,2910],{},"A successful data-driven marketing and sales strategy requires that you continuously collect data about your campaigns. As your campaigns proceed, you can use performance metrics to track progress so you can figure out what’s working and what’s not.",[17,2912,2913],{},"Track and regularly analyze how often your audience has completed desired actions. Armed with this information, you are able to:",[27,2915,2916,2919,2922,2925],{},[30,2917,2918],{},"Refine your target audience",[30,2920,2921],{},"Optimize media selection",[30,2923,2924],{},"Eliminate waste",[30,2926,2927],{},"Identify high-performing marketing and sales tactics and messages to optimize your overall performance. ",[17,2929,2930],{},"As you do these things, your marketing and sales teams will be able to function like well-oiled machines that improve over time. THAT is the payoff to the promise of data-driven marketing we’ve all been waiting for.",{"title":158,"searchDepth":159,"depth":159,"links":2932},[2933,2934,2935,2936,2937,2938],{"id":2629,"depth":159,"text":2630},{"id":2736,"depth":159,"text":2737},{"id":2763,"depth":159,"text":2764},{"id":2810,"depth":159,"text":2811},{"id":2826,"depth":159,"text":2827},{"id":2906,"depth":159,"text":2907},[2940],"Sales and Marketing Alignment","Find out everything you need to know to become a master at data based marketing and sales.","/assets/articles/images/data-driven-marketing-1.jpg",{},"/articles/how-to-become-a-master-at-data-driven-marketing-and-sales","2020-06-09",{"title":2947,"description":2941},"How to: Become a Master at Data-Driven Marketing and Sales | Mobile Locker","articles/how-to-become-a-master-at-data-driven-marketing-and-sales","lZmglhYwchNqUxyUF0lXtik5KgEoW83Z6J62yHHjyZE",{"id":2951,"title":2952,"author":7,"body":2953,"categories":3144,"description":3145,"extension":170,"heroImage":3146,"heroImageAlt":2952,"meta":3147,"navigation":173,"path":3148,"publishedAt":3149,"seo":3150,"stem":3152,"tags":179,"updatedAt":179,"__hash__":3153},"articles/articles/how-to-prepare-for-a-new-kind-of-selling.md","How to: Prepare for a New Kind of Selling",{"type":9,"value":2954,"toc":3135},[2955,2964,2967,2975,2978,2987,2998,3001,3004,3008,3011,3014,3018,3021,3024,3031,3035,3038,3041,3044,3048,3051,3054,3057,3061,3064,3067,3070,3074,3080,3087,3102,3106,3109,3112,3127],[17,2956,2957,2958,2963],{},"A recently conducted online survey of senior sales leaders by ",[81,2959,2962],{"href":2960,"rel":2961},"https://salesxceleration.com/infographics/the-effect-on-sales-during-covid-19/",[85],"Sales Xceleration",", a consulting company, shows the impact recent events have had on sales organizations across the United States. A remarkable 93.4 percent of the respondents report that they have been affected by it. More than three out of four of them represent small to mid sized businesses earning less than $100 million in annual revenue. (Almost 40 percent made less than $5 million per year.) These are the types of organizations that are typically least able to survive economic slow downs or catastrophic events like forced business closures.",[17,2965,2966],{},"Despite the fact that recent changes have impacted sales organizations in a major way, according to the survey most have taken little or no action to address the issues they’re facing.",[27,2968,2969,2972],{},[30,2970,2971],{},"More than half do not have a strategy — or plan to create one — for selling in the brave new world ahead.",[30,2973,2974],{},"Just over a third have adjusted sales goals — and related compensation plans — for their salespeople.",[17,2976,2977],{},"The numbers show that many sales leaders are acting like ostriches in the face of a crisis. Many are burying their heads in the sand, not dealing with today’s realities and those they may face in the future.",[17,2979,2980,2981,2986],{},"This could leave them vulnerable. In 2010, after the recovery from the great recession was underway, ",[81,2982,2985],{"href":2983,"rel":2984},"https://hbr.org/2010/03/roaring-out-of-recession",[85],"Harvard Business Review"," conducted extensive research on the impact past recessions had on businesses. It analyzed what happened to 4,700 companies over the three recessions prior to 2008.",[27,2988,2989,2992,2995],{},[30,2990,2991],{},"17 percent of the organizations studied did not make it through a recession",[30,2993,2994],{},"Four out of five had not regained their pre-recession growth rate three years after the recession",[30,2996,2997],{},"Two out of five had not returned to the same revenue and profit levels three years after the recession.",[17,2999,3000],{},"Only one out of ten outperformed competitors by at least ten percent in revenue and profit growth. These are typically companies that had taken steps to prepare for more challenging times.",[17,3002,3003],{},"So, what should sales leaders do in the face of challenges ahead? Here are some initial steps you can take toward building a sales organization that’s prepared to survive and thrive in the brave new world of selling.",[12,3005,3007],{"id":3006},"go-online-to-learn-whats-really-going-on-with-your-buyers","Go online to learn what’s really going on with your buyers.",[17,3009,3010],{},"You may not be able to meet with prospects and clients in person, but you can find out what’s on their minds online.",[17,3012,3013],{},"At a time when people can’t connect much beyond Zoom meetings, many are sharing a lot about themselves in social media. Monitor your clients’ Linkedin, Facebook, Instagram, Twitter and other social profiles to get a sense of what they’re thinking and feeling. It’s a good way to gather insights that will help you adjust your marketing messages and sales approach so they’re more sensitive to your buyers.",[12,3015,3017],{"id":3016},"assume-remote-selling-will-continue-long-into-the-future","Assume remote selling will continue long into the future.",[17,3019,3020],{},"Even as businesses begin to reopen, experts don’t expect selling to return to normal any time soon, if ever.",[17,3022,3023],{},"Traditional sales presentations don’t work when buyers are remote and they aren’t as focused on business as usual. Instead, arm your reps with interactive experiences that help them take a more collaborative approach to virtual sales. They’ll keep people engaged and help close more deals even if you’re selling long distance.",[17,3025,3026,3027,3030],{},"Not sure how to create effective interactive sales support experiences? ",[81,3028,390],{"href":927,"rel":3029},[85]," makes it easy and intuitive to develop them quickly. Contact a friendly and helpful rep to find out more.",[12,3032,3034],{"id":3033},"encourage-your-team-to-collaborate","Encourage your team to collaborate.",[17,3036,3037],{},"No one gets through an emergency or crisis alone. It takes a team, leveraging all the best ideas and practices of each of its members.",[17,3039,3040],{},"Ask your sales reps to work closely together to identify the best ways to sell your products and services based on today’s new realities. Any new insights could turn into a fresh value proposition, new marketing messages, different ways to approach selling or simpler, paperless ways to onboard clients.",[17,3042,3043],{},"Mobile Locker’s app makes it easy for reps to share information with each other even when working off site, and even offline.",[12,3045,3047],{"id":3046},"dont-forget-the-numbers","Don’t forget the numbers.",[17,3049,3050],{},"Of course, feelings are important during times like these. Acknowledging and addressing them is the only way to connect with buyers and make sales.",[17,3052,3053],{},"However, you can’t completely forget about metrics and goals if you want to be successful. Take time to review your organization’s current revenue realities. Gain an understanding of your cash flow, including any government support you’ve received during the last few months, and the limits you may face selling now and through the end of the year. Then readjust your budgets and goals so the people on your sales team clearly know what they need to achieve.",[17,3055,3056],{},"Recessions can be good opportunities to press the reset button. Don’t be afraid to make changes that will help your business survive and succeed.",[12,3058,3060],{"id":3059},"dont-give-up-on-live-in-person-events","Don’t give up on live, in-person events.",[17,3062,3063],{},"Many are predicting the end of live events. However, humans are hot-wired for person-to-person interactions.",[17,3065,3066],{},"It will take time for trade shows, events and conferences to happen again, but once people start to feel comfortable gathering together and interacting, they’ll be back. Virtual events may be an interim step prior to the discovery of a vaccination for coronavirus or some type of cure.",[17,3068,3069],{},"Keep an eye out for what event marketing will transition into in the future so you’re prepared for when they restart.",[12,3071,3073],{"id":3072},"embrace-virtual-training-and-coaching","Embrace virtual training and coaching.",[17,3075,3076,3077],{},"When things are changing, sales reps need information and training on how to update their tactics to respond to evolving customer mindsets. The issue: ",[220,3078,3079],{},"Training can’t happen in person when people aren’t allowed to gather in groups.",[17,3081,3082,3083,3086],{},"Virtual training helps firms succeed despite today’s social distancing challenges. It gets information to sales reps in real time so they can use it in real-world sales situations right away. Start by regularly communicating with your reps and giving them information they can use. If you can’t develop your own content, there’s plenty of information about current buyer mindsets, sales tactics and more available online that you can share right away. Find out how ",[81,3084,390],{"href":388,"rel":3085},[85]," makes it easy to get information to your reps and ensure they take advantage of it.",[17,3088,3089,482,3091,482,3094,482,3099],{},[54,3090,481],{},[220,3092,3093],{},"It’s likely your reps are finding new ways to sell every day.",[81,3095,3097],{"href":927,"rel":3096},[85],[220,3098,390],{},[220,3100,3101],{},"allows them to share what’s working with everyone on your team so they can all benefit from the learnings. It’s a form of virtual coaching, where people with more experience and information pass it on to those who need it.",[12,3103,3105],{"id":3104},"bring-in-fresh-talent","Bring in fresh talent.",[17,3107,3108],{},"During recessions some talented people who might not otherwise be available find themselves without work. Many young people, fresh out of college, are unable to find their first jobs. ",[17,3110,3111],{},"If you have any flexibility in your sales budget, allocate some dollars for hiring new reps. Offering them limited pay-for-results contracts is a cost-effective way to test them out and see how they fit within your current team. People hired during times like these often become the most loyal employees.",[17,3113,3114,482,3116,482,3119,482,3124],{},[54,3115,481],{},[220,3117,3118],{},"Have an on boarding program ready for when you hire new people. It will help them be productive starting on day one.",[81,3120,3122],{"href":388,"rel":3121},[85],[220,3123,390],{},[220,3125,3126],{},"makes it easy to distribute sales training and monitor progress toward completion.",[17,3128,3129,3130,3134],{},"Don’t let today’s economic realities get you down. It’s critical that you take action now to make changes that will help you make it through the recession and come out of it better than ever. ",[81,3131,3133],{"href":153,"rel":3132},[85],"Contact a Mobile Locker rep"," to find out how you can get started.",{"title":158,"searchDepth":159,"depth":159,"links":3136},[3137,3138,3139,3140,3141,3142,3143],{"id":3006,"depth":159,"text":3007},{"id":3016,"depth":159,"text":3017},{"id":3033,"depth":159,"text":3034},{"id":3046,"depth":159,"text":3047},{"id":3059,"depth":159,"text":3060},{"id":3072,"depth":159,"text":3073},{"id":3104,"depth":159,"text":3105},[660],"Is it time for you to pull your head out of the sand and plan for how you’ll sell in the months and years ahead?","/assets/articles/images/virtual-world-1.jpg",{},"/articles/how-to-prepare-for-a-new-kind-of-selling","2020-05-12",{"title":3151,"description":3145},"How to: Prepare for a New Kind of Selling | Mobile Locker","articles/how-to-prepare-for-a-new-kind-of-selling","79_EtXDLkF2_-gcJJegkGfEugTkGxHuQwPPPj57IyH4",{"id":3155,"title":3156,"author":7,"body":3157,"categories":3324,"description":3325,"extension":170,"heroImage":3326,"heroImageAlt":3156,"meta":3327,"navigation":173,"path":3328,"publishedAt":3329,"seo":3330,"stem":3332,"tags":179,"updatedAt":179,"__hash__":3333},"articles/articles/how-to-win-the-sales-game-now-and-long-into-the-future.md","How to: Win the Sales Game Now and Long Into the Future",{"type":9,"value":3158,"toc":3315},[3159,3162,3166,3169,3172,3183,3186,3194,3202,3206,3209,3220,3223,3234,3237,3241,3248,3251,3259,3263,3266,3269,3272,3280,3284,3287,3291,3294,3297,3301,3304],[17,3160,3161],{},"So what can you do during these changing times to improve your sales game right now and in the months and years ahead? Here are some ways you can improve your bottom line results today and better position your business for revenue growth no matter what the future holds.",[12,3163,3165],{"id":3164},"take-a-long-term-view","Take a long term view.",[17,3167,3168],{},"Are you focused on making it through tomorrow? If you’re like most business owners and sales leaders today, it’s probably impossible for you to think much beyond surviving until the day after tomorrow. ",[17,3170,3171],{},"Still, planning three moves or plays ahead is critical to winning any game or sport. The same is true for businesses. Despite the dynamic times we’re all living through right now, it’s likely that you have information at your disposal that points toward where things could be headed in the future. ",[27,3173,3174,3177,3180],{},[30,3175,3176],{},"Constantly monitor what’s selling and what’s not.",[30,3178,3179],{},"Figure out which messages prospective customers are responding to and which are falling flat.",[30,3181,3182],{},"Take time to understand what sales tactics are closing deals and which are killing them. ",[17,3184,3185],{},"Doing this will help you keep pace with what’s going on with your customers and how they currently relate to your business and what their mindset could be in the future. It will give you the information needed to make the right sales moves now and better position your team for tomorrow.",[17,3187,3188,3189,3193],{},"If you find it challenging to track these things, investing in a ",[81,3190,3192],{"href":927,"rel":3191},[85],"sales enablement system like the one offered by Mobile Locke","r could help make it simple. It monitors every interaction your sales team has with clients and prospects and provides clear and actionable data and information that can guide the evolution of your sales process over the long term.",[17,3195,3196,482,3199],{},[54,3197,3198],{},"Think of it this way:",[220,3200,3201],{},"How do teams win the World Series, Super Bowl and Stanley Cup? They provide top tier athletes with the data they need to optimize their performance on the playing field and better train for future games. The same should be true for your sales team, as well.",[12,3203,3205],{"id":3204},"dont-only-think-big-consider-micro-growth-as-well","Don’t only think BIG. Consider micro growth, as well.",[17,3207,3208],{},"Many business owners and salespeople think exclusively about winning in a big way. Who doesn’t want their company to become the next Amazon, Facebook or Microsoft? Still, the vast majority of successful businesses in the United States serve a niche or defined market really well. They’re category killers rather than behemoths that try to be everything to everyone.",[27,3210,3211,3214,3217],{},[30,3212,3213],{},"What’s your company particularly successful at right now? ",[30,3215,3216],{},"What do you do really well?",[30,3218,3219],{},"What types of customers and prospects are buying the products and services you offer? ",[17,3221,3222],{},"Focus your time on what’s working with your current customer base today to maximize your profit potential right now. Then think about how you can expand on that in a controlled way in the future. ",[27,3224,3225,3228,3231],{},[30,3226,3227],{},"Can you find more things to offer the people you’re already doing business with?",[30,3229,3230],{},"How can you deepen your relationships with them?",[30,3232,3233],{},"Could you find more customers similar to those in your base?",[17,3235,3236],{},"During times like these, making micro moves could get you farther than going big, failing and being forced to go home without a win.",[12,3238,3240],{"id":3239},"watch-the-scoreboard-all-the-time","Watch the scoreboard. All the time.",[17,3242,3243,3244,3247],{},"If you haven’t taken a fresh look at the data available to you lately, ",[220,3245,3246],{},"it’s time."," The amount and quality are vastly greater than what you could access even a year ago. ",[17,3249,3250],{},"The issue you could face when you do this is that it’s hard to understand the numbers coming from all the different sources, including your client relationship management system (CRM), email service, Google Ads, Google Analytics, social media sites, sales records and more.",[17,3252,3253,3254,3258],{},"The solution: Leverage a ",[81,3255,3257],{"href":927,"rel":3256},[85],"sales enablement system like the one developed by Mobile Locker"," to tie together all your sources of sales and marketing metrics and information. It provides the single, easy-to-understand data dashboard that will help you take advantage of current opportunities. What’s more, it will allow you to identify future sales, marketing and messaging trends so you can take steps today that will position you to beat the competition in the future.",[12,3260,3262],{"id":3261},"outsource-your-sales-function","Outsource your sales function.",[17,3264,3265],{},"Ask yourself: Are you really ready and able to sell your products and services during these constantly changing times? The answer for most small and mid-sized businesses is NO. It’s impossible to keep up with today’s challenges while trying to figure out what they could face ahead.",[17,3267,3268],{},"That’s why more and more are outsourcing all — or part — of their sales functions. It allows the business to focus on what it does best: Providing top-notch products and services and developing new ones. They don’t waste time on selling, which is not a core competency. ",[17,3270,3271],{},"It’s a winning solution for many organizations. It allows them to outpace the competition when it comes to servicing clients and developing new and better offerings. At the same time, selling is handled by a team of well-trained professional experts.",[17,3273,3274,3275,3279],{},"Are you concerned about turning over your sales to an outside operation? ",[81,3276,3278],{"href":927,"rel":3277},[85],"Leverage a sales enablement system like the one offered by Mobile Locker."," It’s a great way to monitor sales activity in real time to help ensure you’re getting the results you expect.",[12,3281,3283],{"id":3282},"move-it-online","Move it online.",[17,3285,3286],{},"In a world where people are less likely to congregate and interact in person, more and more of the sales function is moving online. If you do one thing right now, invest in moving as much of your sales process online as possible. It will help you close more deals now. PLUS most experts predict selling will never return to the good old days prior to the pandemic, which makes it a really smart long-term investment.",[12,3288,3290],{"id":3289},"use-social-media-to-build-relationships","Use social media to build relationships.",[17,3292,3293],{},"With many people practicing social distancing, more and more are using social media to stay connected. The same is true for sales reps. They’re staying top of mind with clients and prospects in the virtual world rather than the real one. They share regular updates on things like industry trends, the latest news, promotions and product and service opportunities. ",[17,3295,3296],{},"It’s a cost effective way to keep in touch with people right now. It also positions sales reps as friends, helping build relationships and closer ties that could last for years, long after the pandemic and economic crisis are over.",[12,3298,3300],{"id":3299},"encourage-close-collaboration-between-sales-and-marketing","Encourage close collaboration between sales and marketing.",[17,3302,3303],{},"Sales and marketing teams often work at cross purposes. Sales is generally focused on closing deals and getting results. Marketing is concerned with maintaining the brand and it’s perception and reputation over the long term.",[17,3305,3306,3307,3310,3311],{},"During times like now when things are changing FAST, it’s necessary for them to work closely together. It’s the only way that marketing can instantly supply sales reps with the messages and materials they need to sell, as new opportunities come up. ",[3308,3309],"br",{},"\nAdopting a sales enablement process, along with a system like the one offered by Mobile Locker, can help encourage collaboration. It encourages sales and marketing to work together toward the same set of goals. ",[81,3312,3314],{"href":153,"rel":3313},[85],"Contact a friendly and helpful Mobile Locker rep to learn more.",{"title":158,"searchDepth":159,"depth":159,"links":3316},[3317,3318,3319,3320,3321,3322,3323],{"id":3164,"depth":159,"text":3165},{"id":3204,"depth":159,"text":3205},{"id":3239,"depth":159,"text":3240},{"id":3261,"depth":159,"text":3262},{"id":3282,"depth":159,"text":3283},{"id":3289,"depth":159,"text":3290},{"id":3299,"depth":159,"text":3300},[400],"Learn all the ways you win at selling during these challenging times.","/assets/articles/images/win-at-sales-plain-1.png",{},"/articles/how-to-win-the-sales-game-now-and-long-into-the-future","2020-08-27",{"title":3331,"description":3325},"How to: Win the Sales Game Now and Long Into the Future | Mobile Locker","articles/how-to-win-the-sales-game-now-and-long-into-the-future","lJWS5jHEre08bfSk6sl6bKdP2VRAjGPpP2kDv_Q-cxQ",{"id":3335,"title":3336,"author":7,"body":3337,"categories":3433,"description":3434,"extension":170,"heroImage":3435,"heroImageAlt":3336,"meta":3436,"navigation":173,"path":3437,"publishedAt":3438,"seo":3439,"stem":3441,"tags":179,"updatedAt":179,"__hash__":3442},"articles/articles/how-to-work-with-marketing-talent-long-distance.md","How to: Work With Marketing Talent Long Distance",{"type":9,"value":3338,"toc":3426},[3339,3342,3345,3348,3352,3355,3358,3361,3365,3368,3372,3375,3378,3382,3416,3420,3423],[17,3340,3341],{},"Prior to the pandemic, more and more businesses were starting to work with advertising, social media, marketing, design, creative and content development agencies long distance. It provided more opportunities to connect with the right talent, especially for businesses in markets with few or no people who do this type of work. ",[17,3343,3344],{},"The pandemic has made people feel more comfortable than ever doing business long distance, which has only accelerated the trend to more virtual work relationships.",[17,3346,3347],{},"Still, you might feel uncomfortable making the move. Here are answers to the most common questions we get about working long distance with marketing professionals and agencies.",[12,3349,3351],{"id":3350},"when-does-it-make-sense-to-work-with-remote-talent-or-an-agency-long-distance","When does it make sense to work with remote talent or an agency long distance?",[17,3353,3354],{},"In the past, it was the only option when you couldn’t find people or agencies with the skills you needed in your own area. Some places are light on social media pros, website designers, digital artists or other specialists. ",[17,3356,3357],{},"Today, businesses must be open to leveraging remote resources on all projects. It’s not a matter of finding ANY talent. It’s about identifying the BEST talent. It’s highly unlikely that any single place, even big cities like New York, Chicago or Los Angeles, is home to superior people across all marketing disciplines. That’s why it makes sense to search everywhere, across the United States and the world, to find the best people and agencies to work for you.",[17,3359,3360],{},"Another benefit of doing this is that people from outside your area could offer you fresh perspectives and insights on new ways of thinking and doing things. You may be able to leverage your remote partners to introduce your products and services in their markets.",[12,3362,3364],{"id":3363},"how-can-i-get-to-know-and-feel-comfortable-about-working-with-a-remote-worker-or-agency","How can I get to know — and feel comfortable about working with — a remote worker or agency?",[17,3366,3367],{},"Like most long distance relationships, start digitally. Visit their websites and social media sites to find out who they are, what they’re about and the kind of work they do. Once you think they’re qualified to handle your work and could be a good fit, ask them to complete an application or RFP process. Don’t make it so cumbersome that you scare away qualified individuals or agencies. Simply ask questions that will help you know for sure that they could be a good fit for your business and project… or not. Qualification questions are important, but ones that delve into values may be more so. They will help you figure out if you’re adequately aligned to make a remote relationship work.",[12,3369,3371],{"id":3370},"whats-next-once-i-have-my-short-list-how-do-i-select-the-ideal-finalist","What’s next? Once I have my short list, how do I select the ideal finalist?",[17,3373,3374],{},"This is where the omnipresent Zoom meeting comes in. Prior to hiring individuals or agencies, set up a video get together. It’s a good way to get a read on people and ensure that what you’ve seen online and in writing is for real. Use your time to figure out whether the people you meet with via Zoom are ones you could envision working with on a project or having a long-term business relationship with. ",[17,3376,3377],{},"If you’re hiring an agency for a long-term or complex opportunity, it might be worth an in-person visit, once the pandemic allows for it. If your spending is in the millions rather than the thousands, and the relationship could last for years, a site visit could be what it takes to help you rest assured you’re selecting the right long distance agency.",[12,3379,3381],{"id":3380},"once-i-choose-an-individual-or-agency-to-work-with-how-do-i-start-things-off-remotely-right","Once I choose an individual or agency to work with, how do I start things off (remotely) right?",[27,3383,3384,3390,3400,3410],{},[30,3385,3386,3389],{},[54,3387,3388],{},"Begin with a virtual kick off meeting."," It puts names to faces and sets expectations. It makes sure everyone is on the same page, even if they’re not in the same place. ",[30,3391,3392,3395,3396,3399],{},[54,3393,3394],{},"Decide on how you will communicate and share information."," In some cases, a phone call or virtual meeting is adequate. However, over the long term, you will need an information sharing platform. ",[81,3397,390],{"href":887,"rel":3398},[85]," makes it possible to communicate, pass files, comment on project work and monitor success long distance. Everyone will have the same view of their project work no matter where they are.",[30,3401,3402,3405,3406,3409],{},[54,3403,3404],{},"Figure out how you’re going to collaborate."," Marketing and creative pursuits are all about collaboration. It’s the only way you can be successful. You need to collaborate in a virtual environment in the same — or an even better — way than the real world. You should think of ",[81,3407,2900],{"href":887,"rel":3408},[85]," as your collaborative play space.",[30,3411,3412,3415],{},[54,3413,3414],{},"Plan for check ins."," Once you start working together, figure out how often you need to meet. Should you get together once a week or once a month? Set this up right away. Make sure check-ins encourage conversations. Long distance business meetings often turn into serial monologues.",[12,3417,3419],{"id":3418},"how-do-i-keep-the-long-distance-relationship-fresh-vital-and-valuable","How do I keep the long distance relationship fresh, vital and valuable?",[17,3421,3422],{},"When you are located in the same place, it’s likely that you get closer together with the people or agencies you partner with over coffee, dinner, drinks and shared experiences. You celebrate birthdays, anniversaries and successes. The same MUST be true when you work long distance. Take time to build personal relationships. When things go right, make time for a Zoom celebration. Remember personal milestones.",[17,3424,3425],{},"If the COVID-19 pandemic has taught us anything, it’s that virtual relationships don’t have to be less than actual ones. And when nurtured properly, they could be better. Take steps NOW to figure out how you could maximize long distance marketing relationships during the pandemic.",{"title":158,"searchDepth":159,"depth":159,"links":3427},[3428,3429,3430,3431,3432],{"id":3350,"depth":159,"text":3351},{"id":3363,"depth":159,"text":3364},{"id":3370,"depth":159,"text":3371},{"id":3380,"depth":159,"text":3381},{"id":3418,"depth":159,"text":3419},[1157,168],"Think it's too difficult to work with remote marketing talent? Think again! Find out why it could be the smartest move you could make.","/assets/articles/images/long-distance-marketing-plain-1.png",{},"/articles/how-to-work-with-marketing-talent-long-distance","2020-08-20",{"title":3440,"description":3434},"How to: Work With Marketing Talent Long Distance | Mobile Locker","articles/how-to-work-with-marketing-talent-long-distance","G6cL0W3zcSHSrtpRtbeDPDryrddwSx4Wxdfis2jImCU",{"id":3444,"title":3445,"author":7,"body":3446,"categories":3589,"description":3590,"extension":170,"heroImage":3591,"heroImageAlt":3445,"meta":3592,"navigation":173,"path":3593,"publishedAt":3594,"seo":3595,"stem":3597,"tags":179,"updatedAt":179,"__hash__":3598},"articles/articles/how-your-marketing-team-can-help-your-business-succeed-during-the-pandemic-and-beyond.md","How Your Marketing Team Can Help Your Business Succeed During the Pandemic and Beyond",{"type":9,"value":3447,"toc":3587},[3448,3454,3457,3460,3471,3474,3477,3503,3506,3558,3571,3579],[17,3449,3450,3451],{},"In addition to your sales department, your marketing team is the critical link between your business and customers. It must play a central role when it comes time to connect with prospective buyers during the pandemic and beyond. ",[220,3452,3453],{},"But how?",[17,3455,3456],{},"The COVID-19 crisis is unlike anything businesses have ever experienced before. It has completely changed how people interact with them. This is having an impact on their bottom lines, sometimes positive, but in most cases negative.",[17,3458,3459],{},"Marketers today are struggling with:",[27,3461,3462,3465,3468],{},[30,3463,3464],{},"How to communicate with customers.  ",[30,3466,3467],{},"The best options for spending marketing dollars.",[30,3469,3470],{},"The most effective ways to collaborate with colleagues while working remotely.",[17,3472,3473],{},"While there’s a lot of things for marketers to be concerned about right now, they’re also being presented with a unique opportunity. The pandemic and resulting economic challenges could be once-in-a-lifetime events that allow them to influence consumer behavior — and position their businesses — for years, or decades, to come. While having to respond to the crisis quickly, they also have to keep their eyes on the long-term prize.",[17,3475,3476],{},"Here are some of the challenges — and opportunities — marketers are facing today:",[27,3478,3479,3485,3491,3497],{},[30,3480,3481,3484],{},[54,3482,3483],{},"Economic outlook."," Optimism in the U.S. economy is down, which is keeping individual consumers and businesses from spending money. Marketers have to figure out what to do and say to generate increased sales now while also setting the foundation for a better, post-pandemic business future.",[30,3486,3487,3490],{},[54,3488,3489],{},"Inconsistent performance."," Different industries are being impacted in different ways. Disinfectant and mask sales are up. The hospitality industry is tanking. Marketers need to be nimble so they can respond to constantly shifting demand patterns. A business that’s cold today could be hot next week. The reverse could also be true. Marketers have to react without being reactionary.",[30,3492,3493,3496],{},[54,3494,3495],{},"Digital transformation."," All types of businesses are moving online. This was a trend prior to the pandemic, but it’s accelerated over the last six months. Even unexpected sectors like medicine and law have gone virtual. This is forcing marketers to think outside of the box and come up with new ways to market and communicate. It’s critical that they not limit their thinking to today. They also need to imagine the long-term digital customer experience.",[30,3498,3499,3502],{},[54,3500,3501],{},"Media changes."," With people spending time at home, they’re consuming more — and different kinds — of media. It’s critical for marketers to take time to understand the changing habits of their customers. It’s the only way they’ll be able to connect with them in the media they’re currently consuming.",[17,3504,3505],{},"So what can marketers do to cope with these complex situations?",[27,3507,3508,3528,3534,3540,3546,3552],{},[30,3509,3510,3513,3514,3516,482,3519,482,3525,364],{},[54,3511,3512],{},"Accept the new reality."," Start by acknowledging that today is unlike yesterday, and tomorrow will be different, as well. Marketers need to stay nimble and be responsive. The same old, same old that’s working now will probably not be effective tomorrow — or maybe even in the next hour.",[3308,3515],{},[220,3517,3518],{},"Need help tracking the effectiveness of your marketing campaigns?",[81,3520,3522],{"href":887,"rel":3521},[85],[220,3523,3524],{},"Mobile Locker’s app could be the tool you’re looking for.",[220,3526,3527],{},"It’s the best way for you to understand how buyers are responding to the marketing messaging, process, and collateral changes you make because of the pandemic and economic crisis.",[30,3529,3530,3533],{},[54,3531,3532],{},"Stay on top of the “now”."," Focus on what customers are dealing with and support them. Update your processes and messaging to address the health issues, economic problems, and other challenges they’re managing through every day. Stay authentic. Old-school promotion won’t work during times like these.",[30,3535,3536,3539],{},[54,3537,3538],{},"Manage your cash."," No one knows how long the pandemic will last, or how it could impact businesses over time. Be careful about how you manage marketing budgets. Don’t be too frugal about how you spend money now so you miss out on current opportunities. You also must avoid being a spendthrift, to ensure you have cash when you need it later on.",[30,3541,3542,3545],{},[54,3543,3544],{},"Create demand."," People and businesses are spending less, which means you have to find ways to get them to part with their cash. Update your customer profiles and use cases to find new opportunities for selling your products and services. Marketers today must get creative to find ways to reposition their offerings to get people to take action.",[30,3547,3548,3551],{},[54,3549,3550],{},"Try new media options."," More people than ever are looking for advice and support from their peers during the COVID-19 crisis. They’re often doing this through social media. If you haven’t made the leap, it could be time for your business to join the social conversation. It may be the best way for your business to stay valid. Once you find marketing and media options that work, leverage them in revised plans.",[30,3553,3554,3557],{},[54,3555,3556],{},"Stay agile."," Agile marketing typically works in two-week sprints to keep up with changes in demand. However, that may be too slow for today. Successful marketers have to be able to adjust their operations to develop new strategies and campaigns in days, if not hours. Work with your team to find ways to be more agile and responsive now and in the future.",[17,3559,3560,482,3563,482,3568,364],{},[220,3561,3562],{},"The",[81,3564,3566],{"href":887,"rel":3565},[85],[220,3567,1228],{},[220,3569,3570],{},"makes it possible to collaborate with business partners in real-time, no matter where they’re located. A small investment in it could pay off BIG time by allowing your business to become far more responsive.",[27,3572,3573],{},[30,3574,3575,3578],{},[54,3576,3577],{},"Rethink loyalty."," The benefits, promotions, and other incentives that drove customer loyalty last year are likely meaningless now and will certainly be in the future. Loyalty during a pandemic is a very different thing than it was during “normal” times. Take time to discuss with your best customers what makes them loyal to your business and will keep them that way. Then update your initiatives based on their feedback. During times like these, regular and consistent customers could be far more valuable than prospecting for new business.",[17,3580,3581,3582,3586],{},"Need help staying up-to-date during the pandemic and beyond? ",[81,3583,3585],{"href":153,"rel":3584},[85],"Contact a friendly and helpful Mobile Locker representative."," They can share insights and best practices from the vast array of clients that we work with that are successfully making it through these challenging times.",{"title":158,"searchDepth":159,"depth":159,"links":3588},[],[168],"Learn how marketing needs to evolve to deal with today’s challenging times.","/assets/articles/images/marketing-success-1.jpg",{},"/articles/how-your-marketing-team-can-help-your-business-succeed-during-the-pandemic-and-beyond","2020-09-28",{"title":3596,"description":3590},"How Your Marketing Team Can Help Your Business Succeed During the Pandemic and Beyond | Mobile Locker","articles/how-your-marketing-team-can-help-your-business-succeed-during-the-pandemic-and-beyond","5zH3JK0ZMWwxev5A3TU6gHFF1RafFcCVE48CnEnVY8k",{"id":3600,"title":3601,"author":7,"body":3602,"categories":3798,"description":3799,"extension":170,"heroImage":3800,"heroImageAlt":3601,"meta":3801,"navigation":173,"path":3802,"publishedAt":3803,"seo":3804,"stem":3806,"tags":179,"updatedAt":179,"__hash__":3807},"articles/articles/increase-sales-by-turning-customers-into-advocates.md","Increase Sales by Turning Customers Into Advocates",{"type":9,"value":3603,"toc":3783},[3604,3607,3613,3619,3625,3628,3634,3637,3640,3644,3647,3658,3661,3664,3668,3671,3674,3678,3681,3684,3688,3691,3695,3698,3701,3705,3708,3711,3718,3722,3725,3728,3732,3735,3739,3742,3745,3749,3752,3756,3759,3762,3766,3773,3777],[17,3605,3606],{},"Are you looking for a proven, yet relatively low cost way to increase sales during these challenging times? ",[17,3608,3609,3610],{},"Of course you are! ",[220,3611,3612],{},"Everyone is these days.",[17,3614,3615,3616],{},"Most organizations are exclusively focused on finding new people to do business with. ",[220,3617,3618],{},"In other words, they’re always going fishing for new clients.",[17,3620,3621,3622],{},"Turn things around and leverage your current customers to generate new business opportunities. ",[220,3623,3624],{},"Why not have them do your fishing for you?",[17,3626,3627],{},"Encourage them to become advocates for your business. It’s the easiest and most cost-effective way to increase revenue. Your clients will promote your business, along with its products and services, by recommending it to likely buyers who are similar to them. ",[17,3629,3630,3631],{},"They’ll do this gladly and for FREE. ",[220,3632,3633],{},"Who could ask for more?",[17,3635,3636],{},"Here’s how you can turn customers into advocates and leverage their advocacy to the fullest.",[17,3638,3639],{},"Identify likely advocates.",[12,3641,3643],{"id":3642},"start-by-segmenting-your-customer-base","Start by segmenting your customer base.",[17,3645,3646],{},"Not every customer or client will turn into an advocate. The reality is most will not.",[27,3648,3649,3652,3655],{},[30,3650,3651],{},"Some simply want to purchase something from you every now and then and they’re done.",[30,3653,3654],{},"Others become regular buyers, but will do little else to benefit you and your business.",[30,3656,3657],{},"A few will be willing to become genuine, long-term advocates for your brand.",[17,3659,3660],{},"The simplest way to identify possible advocates from the normal buyers in your customer base is to ask everyone you do business with to rate you on a scale of one to ten about how likely they are to recommend you to others. You can do this as you close a deal or as part of a digital follow up survey.",[17,3662,3663],{},"Anyone who rates you a nine or ten could become a brand advocate. Segment them for special messaging and advocacy-related marketing and communication campaigns.",[12,3665,3667],{"id":3666},"always-ask-for-feedback","Always ask for feedback.",[17,3669,3670],{},"Another great way to find potential advocates is to ask clients for feedback. It’s also the best way to honestly learn about what’s working in your organization and what’s not. It shows the people you do business with that you care about their opinions. ",[17,3672,3673],{},"Requesting feedback doesn’t have to be difficult. Train your reps to ask customers how things are going. Reinforce this by adding an online survey to the end of every customer interaction. Those who provide positive feedback in person or through the surveys could be likely advocates.",[12,3675,3677],{"id":3676},"launch-a-referral-program","Launch a referral program.",[17,3679,3680],{},"Referral programs serve two important purposes. They’re a proven way to build business PLUS they help identify advocates. By offering a discount or other reward for a referral, you’re getting leads on possible buyers and identifying potential advocates who may be willing to provide ongoing referrals for your business.",[17,3682,3683],{},"When you look at all these benefits, a referral program could be one of the top marketing opportunities for your organization.",[12,3685,3687],{"id":3686},"encourage-advocacy","Encourage advocacy.",[17,3689,3690],{},"Finding potential advocates is one thing. Turning them into actual ones is another. Here’s how you can do it.",[12,3692,3694],{"id":3693},"provide-customer-service-thats-second-to-none","Provide customer service that’s second to none.",[17,3696,3697],{},"People don’t remember customer interactions that are just okay. They won’t complain, but they aren’t going to recommend your business, either.",[17,3699,3700],{},"If you want to turn buyers into brand advocates, you can’t just meet expectations. You’ve got to beat them, by a LOT. Otherwise they will turn to competitors who provide more memorable and valuable experiences. Or they’ll keep buying from you, but not feel very committed to your business.",[12,3702,3704],{"id":3703},"say-their-name","Say their name.",[17,3706,3707],{},"People love to hear their names and the names of the companies they represent. Scientific studies have proven that when we hear our names and the names of the things that we care about, such as the businesses we work for, said out loud, people’s brains respond in positive ways.",[17,3709,3710],{},"Train your reps to say the names of customers and regularly reference the businesses they work for. Personalize messaging whenever possible. It demonstrates that you and the people on your team care enough to know who their customers are and treat them as individuals who work for unique organizations. It will help turn regular buyers into brand advocates.",[17,3712,3713,482,3715],{},[54,3714,481],{},[220,3716,3717],{},"Don’t go overboard. Using somebody’s name too often (especially in person) can come across as too practiced or artificial. It won’t increase advocacy. It will drive people to the competition.",[12,3719,3721],{"id":3720},"encourage-people-to-do-business-with-you-over-and-over-and-you-get-it","Encourage people to do business with you over and over and… You get it.",[17,3723,3724],{},"The people you work with won’t become advocates overnight. It typically takes multiple purchases and interactions to begin to feel loyalty to a brand.",[17,3726,3727],{},"Encourage customers to come back to do additional business with you. Use discounts, reward programs and other smart marketing tactics to accomplish this. Increased interactions will benefit your bottom line and help turn more buyers into advocates.",[12,3729,3731],{"id":3730},"offer-a-loyalty-program","Offer a loyalty program.",[17,3733,3734],{},"Loyalty programs are effective because if a business offers customers a bonus or reward to come back, it’s less likely they’ll be tempted to do business elsewhere. As noted in the previous section, repeat customers are more likely to become brand advocates. Loyalty programs are a win win. They provide benefits to buyers and increase revenue for businesses.",[12,3736,3738],{"id":3737},"offer-personalized-service","Offer personalized service.",[17,3740,3741],{},"Personalized service makes people feel special and encourages them to come back for more. Doing special things doesn’t have to be difficult, time consuming or expensive. It can be as simple as remembering something meaningful to the client or a special interaction. Or it could involve surprising someone with a favorite muffin and cup of coffee or sending a small, meaningful gift on their birthday.",[17,3743,3744],{},"When you make people feel special, they’re more likely to want to make YOU feel special in return by becoming advocates.",[12,3746,3748],{"id":3747},"under-promise-and-over-deliver","Under promise and over deliver.",[17,3750,3751],{},"This is one of the most powerful tactics for driving consumer advocacy. When you under promise and over deliver, you surprise people because you give them more than they expect. They’ll become advocates because people love to tell stories about businesses that provide added value for the dollar. It makes them feel like smart and savvy consumers.",[12,3753,3755],{"id":3754},"send-written-thank-you-notes","Send written thank you notes.",[17,3757,3758],{},"How often do you receive something in the mail that makes you happy? Exactly. It’s a constant flow of bills, ads and statements.",[17,3760,3761],{},"That’s why personal, hand written and mailed thank you notes stand out. They show you care about your customers and value your relationship with them. That simple piece of paper is a powerful tool for building advocacy.",[12,3763,3765],{"id":3764},"automate-it","Automate it.",[17,3767,3768,3769,3772],{},"If all of this seems difficult or time consuming, it doesn’t have to be. Leveraging software like Mobile Locker’s makes it possible to automate virtually every aspect of it, making it easy to launch and run your advocacy program. Plus, it allows you to monitor the success of every step of it so you can make it more effective over time. ",[81,3770,1322],{"href":153,"rel":3771},[85]," to find out more.",[12,3774,3776],{"id":3775},"the-bottom-line","The bottom line.",[17,3778,3779,3780],{},"In the end, think about what would turn you into an advocate for another business. Then do those things to transform your clients into advocates for YOUR business. ",[220,3781,3782],{},"Why fish when you can get them to fish for you?",{"title":158,"searchDepth":159,"depth":159,"links":3784},[3785,3786,3787,3788,3789,3790,3791,3792,3793,3794,3795,3796,3797],{"id":3642,"depth":159,"text":3643},{"id":3666,"depth":159,"text":3667},{"id":3676,"depth":159,"text":3677},{"id":3686,"depth":159,"text":3687},{"id":3693,"depth":159,"text":3694},{"id":3703,"depth":159,"text":3704},{"id":3720,"depth":159,"text":3721},{"id":3730,"depth":159,"text":3731},{"id":3737,"depth":159,"text":3738},{"id":3747,"depth":159,"text":3748},{"id":3754,"depth":159,"text":3755},{"id":3764,"depth":159,"text":3765},{"id":3775,"depth":159,"text":3776},[400],"Are you finding it challenging to find new clients? Why not have your current clients recommend new ones to you? Makes sense, right?","/assets/articles/images/advocacy-marketing-1.jpg",{},"/articles/increase-sales-by-turning-customers-into-advocates","2020-07-15",{"title":3805,"description":3799},"Increase Sales by Turning Customers Into Advocates | Mobile Locker","articles/increase-sales-by-turning-customers-into-advocates","62Q1LVy0Svz5MPUkprUmN6l8otJfL6LIe8g9vlR7T0s",{"id":3809,"title":3810,"author":7,"body":3811,"categories":4148,"description":4149,"extension":170,"heroImage":4150,"heroImageAlt":3810,"meta":4151,"navigation":173,"path":4152,"publishedAt":4153,"seo":4154,"stem":4156,"tags":179,"updatedAt":179,"__hash__":4157},"articles/articles/is-it-time-to-update-your-brand-messaging.md","Is it time to update your brand messaging?",{"type":9,"value":3812,"toc":4140},[3813,3816,3819,3836,3839,3843,3858,3861,3865,3868,3871,3874,3894,3897,3975,3978,3982,3985,4005,4008,4046,4049,4052,4056,4059,4062,4076,4079,4090,4093,4097,4100,4103,4120,4123,4127],[17,3814,3815],{},"The world has changed dramatically over the last several months. Many more changes are likely in the weeks, months and years ahead.",[17,3817,3818],{},"It’s time to ask yourself:",[27,3820,3821,3824,3827,3830,3833],{},[30,3822,3823],{},"Is how you talk about your business still valid today?",[30,3825,3826],{},"Are your marketing campaigns getting the results you expect?",[30,3828,3829],{},"Are buyers responding to your products and services the way they always have?",[30,3831,3832],{},"Are your sales results what you expect them to be?",[30,3834,3835],{},"Is it time for you to update how you talk about your business and the products and services you offer?",[17,3837,3838],{},"Updating — or completely rethinking — your business messaging doesn’t have to be difficult or time-consuming. And it’s completely worthwhile. It will help you increase your sales now and better position your business for the years ahead. Here’s how.",[12,3840,3842],{"id":3841},"create-your-mission-and-vision-statements","Create your mission and vision statements.",[17,3844,3845,3846,3851,3852,3857],{},"Your ",[81,3847,3850],{"href":3848,"rel":3849},"https://en.wikipedia.org/wiki/Mission_statement",[85],"mission"," explains what your business does, how it benefits customers, along with its objectives, and how it goes about achieving those objectives. Your ",[81,3853,3856],{"href":3854,"rel":3855},"https://en.wikipedia.org/wiki/Vision_statement",[85],"vision"," is an aspirational statement that explains where you see your operation going in the future and how it will get there. ",[17,3859,3860],{},"Your mission and vision are typically used in-house and not shared publicly. Still, defining these things is at the foundation of being able to communicate effectively about your business and developing solid brand messaging. Mission and vision statements are often combined to create a single statement about a company’s purposes, goals, and values.",[12,3862,3864],{"id":3863},"define-what-makes-your-business-different","Define what makes your business different.",[17,3866,3867],{},"Nobody starts a business to do things in the same way that everyone else does.",[17,3869,3870],{},"Think about all the things that make your organization unique and how those differences positively impact your customers.",[17,3872,3873],{},"Outline the points of differentiation so they’re clearly defined and can be understood and used by everyone on your team. Use this framework to document each differentiator.",[27,3875,3876,3882,3888],{},[30,3877,3878,3881],{},[54,3879,3880],{},"Headline:"," In as few words as possible, convey the value of the differentiator to your customers. It should be clear and simple and stop people in their tracks.",[30,3883,3884,3887],{},[54,3885,3886],{},"Supporting details",". Add three to five details that support the headline.",[30,3889,3890,3893],{},[54,3891,3892],{},"Statement:"," Leverage the supporting details to come up with a statement that explains each differentiator in a clear way.",[17,3895,3896],{},"Here are some examples:",[27,3898,3899,3904,3920,3925,3930,3945,3950,3955,3970],{},[30,3900,3901,3903],{},[54,3902,3880],{}," The simplest way to protect your home and family.",[30,3905,3906,3909],{},[54,3907,3908],{},"Supporting details:",[27,3910,3911,3914,3917],{},[30,3912,3913],{},"Our security system can be installed in less than 20 minutes.",[30,3915,3916],{},"It connects you with our security experts and your local police department instantly.",[30,3918,3919],{},"A leading security consulting agency has determined that our security system is the easiest to install and use.",[30,3921,3922,3924],{},[54,3923,3892],{}," Experts have determined that our security system, which can be set up in minutes, is the easiest way to connect you and your loved ones to people who will keep them safe.",[30,3926,3927,3929],{},[54,3928,3880],{}," The most dependable solution for accessing the internet any place, any time.",[30,3931,3932,3934],{},[54,3933,3908],{},[27,3935,3936,3939,3942],{},[30,3937,3938],{},"Our solution is great for people who travel or work remotely.",[30,3940,3941],{},"It’s been proven 99 plus percent dependable.",[30,3943,3944],{},"It has been tested in the most remote parts of the United States and world.",[30,3946,3947,3949],{},[54,3948,3892],{}," Our new, proven, one-of-a-kind solution will connect you to the internet no matter where you find yourself. ",[30,3951,3952,3954],{},[54,3953,3880],{}," Introducing a new way to ensure your customers read your emails.",[30,3956,3957,3959],{},[54,3958,3908],{},[27,3960,3961,3964,3967],{},[30,3962,3963],{},"It’s easy to use email optimizer.",[30,3965,3966],{},"It leverages “best of” data to improve email messaging and layout.",[30,3968,3969],{},"Our metrics dashboard provides results in real-time.",[30,3971,3972,3974],{},[54,3973,3892],{}," Our new and cutting-edge solution will optimize your emails instantly and provide you with the real-time metrics required to prove your email marketing program is working.",[17,3976,3977],{},"Come up with approximately ten key differentiators and outline them completely. Then, narrow them down and pick your top three. Choose the ones that resonate most with people in your target audience. These will be your key differentiators. The rest can be leveraged as supporting points. Feature your top differentiators in your marketing efforts. Use the supporting ones to seal the deal with customers who care about them.",[12,3979,3981],{"id":3980},"come-up-with-your-tag-line","Come up with your tag line.",[17,3983,3984],{},"Use your mission and vision, along with your top three differentiators, to come up with a “headline” or “tagline” for your company. It should capture the essence of your business and what makes it unique. Some of the best-known taglines are the ones that truly capture the essence of a company.",[27,3986,3987,3993,3999],{},[30,3988,3989,3992],{},[54,3990,3991],{},"Nike:"," Just Do It",[30,3994,3995,3998],{},[54,3996,3997],{},"Apple:"," Think Different",[30,4000,4001,4004],{},[54,4002,4003],{},"BMW:"," The Ultimate Driving Machine",[17,4006,4007],{},"Ideally, you should try to create a tagline that is:",[27,4009,4010,4016,4022,4028,4034,4040],{},[30,4011,4012,4015],{},[54,4013,4014],{},"Short,"," typically five words or less.",[30,4017,4018,4021],{},[54,4019,4020],{},"Intriguing,"," to get people to check out your business.",[30,4023,4024,4027],{},[54,4025,4026],{},"Memorable,"," making buyers think of your business when they’re ready to make a purchase.",[30,4029,4030,4033],{},[54,4031,4032],{},"Unique,"," so your company won’t be mistaken for any other business.",[30,4035,4036,4039],{},[54,4037,4038],{},"Emotional,"," because it’s important to get people to have positive feelings about your company.",[30,4041,4042,4045],{},[54,4043,4044],{},"Beneficial,"," because the only way someone will do business with you is if they understand what’s in it for them.",[17,4047,4048],{},"Not every tag line will include all these attributes, but the best ones come close.",[17,4050,4051],{},"Come up with at least ten tagline ideas. Shop them around to customers and people in your target market. Use an online survey to get feedback on them. After doing this research, one of your sample tag lines should rise above the rest. That’s the winner you move ahead with.",[12,4053,4055],{"id":4054},"create-an-elevator-pitch","Create an elevator pitch.",[17,4057,4058],{},"An elevator pitch is a short statement that gets someone to do business with you within the time it takes to complete an elevator ride.",[17,4060,4061],{},"Considering this scenario, your elevator pitch should:",[27,4063,4064,4067,4070,4073],{},[30,4065,4066],{},"Make sense to strangers who know nothing about your company.",[30,4068,4069],{},"Be short, typically less than 60 words and deliverable in about 30 seconds.",[30,4071,4072],{},"Explain your brand and what your company does in a clear way.",[30,4074,4075],{},"Be compelling and memorable so people want to learn more about your business as soon as possible.",[17,4077,4078],{},"Here are some elevator speeches from complex companies that are clear and compelling — and brief.",[27,4080,4081,4084,4087],{},[30,4082,4083],{},"Our company takes a multidisciplinary approach to engineering. We are proven experts at designing and building perfect prototypes for the aerospace and defense industries, on-time and on-budget.",[30,4085,4086],{},"We transition how businesses sell products in traditional brick and mortar locations to virtual online stores. Our services are proven to increase revenue as the sales process moves to the digital realm.",[30,4088,4089],{},"My company creates customized sales enablement solutions for small and mid-sized businesses that are cost effective and proven to improve marketing and sales results.",[17,4091,4092],{},"Once you come up with an elevator pitch, ask several people to say it out loud. Will your sales reps actually say the words? If not, keep working on it until you come up with something that‘s effective.",[12,4094,4096],{"id":4095},"write-your-about-your-business-copy","Write your “about your business” copy.",[17,4098,4099],{},"This content is an expansion on your elevator pitch and is typically used on your business website.",[17,4101,4102],{},"Your “about” content provides all the key information buyers need to know about your business:",[27,4104,4105,4108,4111,4114,4117],{},[30,4106,4107],{},"Who you serve.",[30,4109,4110],{},"What issues you solve for them and how your products and services improve their lives.",[30,4112,4113],{},"How you conduct business.",[30,4115,4116],{},"A brief history of your organization.",[30,4118,4119],{},"Your key differentiators. ",[17,4121,4122],{},"You may want to test several variations of your “about” statement on your website to figure out which is most engaging to potential customers and generates the best results.",[12,4124,4126],{"id":4125},"finally","Finally…",[17,4128,4129,4130,4134,4135,4139],{},"You’ll want to train your sales team on how to use your new messaging and provide them with sales content that reflects this new positioning. ",[81,4131,4133],{"href":927,"rel":4132},[85],"Mobile Locker’s ap","p makes doing this simple and easy. ",[81,4136,4138],{"href":83,"rel":4137},[85],"Check us out online"," to find out how.",{"title":158,"searchDepth":159,"depth":159,"links":4141},[4142,4143,4144,4145,4146,4147],{"id":3841,"depth":159,"text":3842},{"id":3863,"depth":159,"text":3864},{"id":3980,"depth":159,"text":3981},{"id":4054,"depth":159,"text":4055},{"id":4095,"depth":159,"text":4096},{"id":4125,"depth":159,"text":4126},[168],"The world has changed… a LOT. It could be time to update your brand messages. Find out how.","/assets/articles/images/brand-messaging-1.jpg",{},"/articles/is-it-time-to-update-your-brand-messaging","2020-06-15",{"title":4155,"description":4149},"Is it time to update your brand messaging? | Mobile Locker","articles/is-it-time-to-update-your-brand-messaging","r5AFQcUZ2-V2nuFcPPYLxEtqc2kkXzxksm0dwtxMUqE",{"id":4159,"title":4160,"author":7,"body":4161,"categories":4348,"description":4349,"extension":170,"heroImage":4350,"heroImageAlt":4160,"meta":4351,"navigation":173,"path":4352,"publishedAt":4353,"seo":4354,"stem":4356,"tags":179,"updatedAt":179,"__hash__":4357},"articles/articles/its-time-to-replace-your-cockroach-collateral.md","It’s Time to Replace Your Cockroach Collateral",{"type":9,"value":4162,"toc":4332},[4163,4167,4170,4173,4176,4179,4184,4187,4191,4194,4225,4229,4232,4237,4240,4244,4247,4250,4258,4262,4265,4269,4272,4275,4279,4282,4285,4289,4292,4296,4299,4303,4306,4313,4317,4320,4324],[12,4164,4166],{"id":4165},"is-your-collateral-right-for-selling-in-todays-dynamically-changing-world","Is your collateral right for selling in today’s dynamically changing world?",[17,4168,4169],{},"Collateral has been a vital part of the sales process since time began. Many believe prehistoric cave paintings showing herds of animals and bundled crops may represent some of the earliest sales presentations and records of completed deals.",[17,4171,4172],{},"The evolution of sales collateral has been glacial because of how people sell hasn’t changed all that much over time. In most cases, it’s been done in person. And salespeople have always depended on support materials to help them explain their products and services and why their offerings are different and better. Stone tablets were replaced by printed pieces. Eventually, brochures and sell sheets were supplemented with videos and electronic marketing and sales collateral.",[17,4174,4175],{},"The coronavirus pandemic has forced thousands of years of sales stagnation to officially come to an end.",[17,4177,4178],{},"The last two months have changed how people sell — and do business overall — more quickly and dramatically than any period in history. Work-from-home orders have turned selling into a virtual experience. Digital selling has been successful for most businesses. These types of transactions are typically faster and more cost efficient. It’s unlikely that organizations will ever return to the old way of doing things now that they’ve been forced to develop better options. If anything, selling will only accelerate into a more efficient and even more virtual future.",[17,4180,4181,364],{},[220,4182,4183],{},"What does this mean for sales collateral?",[17,4185,4186],{},"It’s likely that old-school printed or pdf brochures will finally go the way of the dinosaur. The same is true of cookie cutter Powerpoint presentations. The COVID-19 pandemic may be the meteor that finally takes out these old-school marketing cockroaches once and for all.",[12,4188,4190],{"id":4189},"characteristics-of-modern-marketing-collateral","Characteristics of modern marketing collateral",[17,4192,4193],{},"Today’s marketing and sales pieces should be developed to:",[27,4195,4196,4207,4213,4219],{},[30,4197,4198,4201,4202,4206],{},[54,4199,4200],{},"Drive conversions."," The right collateral will get your buyers to take the next steps in the sales process, ultimately compelling them to close deals. ",[81,4203,4205],{"href":887,"rel":4204},[85],"Monitoring collateral usage through a sales enablement system like Mobile Locker’s"," will help you determine which pieces are moving people forward and which are having little, no or negative impacts.",[30,4208,4209,4212],{},[54,4210,4211],{},"Educate customers."," Education is the most critical component of the sales process. It’s how you make buyers feel confident about purchasing from you rather than your competitors. Collateral should make your value proposition clear to prospective customers.",[30,4214,4215,4218],{},[54,4216,4217],{},"Answer questions and overcome objections."," Most buyers have knowledge gaps or personal biases that could prevent them from buying from you. Good collateral responds to questions or objections even before people can articulate them.",[30,4220,4221,4224],{},[54,4222,4223],{},"Maintain connections."," Selling is rarely ever once-and-done. It takes many touch points to engage prospects and move them toward closing deals. Having a complete end-to-end collateral plan aligned with your marketing and sales process will keep communications going and customers engaged.",[12,4226,4228],{"id":4227},"examples-of-modern-collateral","Examples of modern collateral ",[17,4230,4231],{},"Here are some ideas for digital replacements to printed brochures and static sales presentations.",[4233,4234,4236],"h3",{"id":4235},"microsites","Microsites",[17,4238,4239],{},"Why not repurpose your old brochures as micro sites? They make it possible for people to learn about your products and services — and your organization — at their own pace. Alternatively, sales reps can guide customers through them during calls. They’re better than brochures because they allow you to track buyer interactions with the content, helping you gain insights about what they’re thinking and feeling. Also, micro sites let you embed videos and other experiences that move your brand marketing from a one-dimensional, linear page turner to a more human, multidimensional and dynamic experience.",[4233,4241,4243],{"id":4242},"content-marketing","Content marketing",[17,4245,4246],{},"Content includes anything from blog posts and ebooks to email newsletters and white papers. They are a great way to generate interest in your business, gather leads, educate consumers and encourage people to share the pieces with those in their networks, who are also likely buyers.",[17,4248,4249],{},"Content lets you provide in-depth information on topics related to your business. To build credibility, it’s important that your content come across as impartial and be fully supported by data, facts and research. ",[17,4251,4252,4253,4257],{},"Make sure your content includes prompts and calls to action that move prospects forward in the sales process and encourages them to take action. While you’re at it, distribute your content through ",[81,4254,4256],{"href":887,"rel":4255},[85],"a sales enablement system like Mobile Locker’s",". It will help you understand which pieces are performing as intended and which aren’t hitting the mark.",[4233,4259,4261],{"id":4260},"infographics","Infographics",[17,4263,4264],{},"Infographics are an ideal way to convey information in a virtual world. If designed correctly, they provide clear and concise representations of complex information and concepts. Remote buyers can engage with them alone or guided by sales reps. The right picture really is worth a thousand words — or more — when it comes to explaining the value of your products and services in a virtual world. ",[4233,4266,4268],{"id":4267},"product-and-service-pages","Product and service pages",[17,4270,4271],{},"Convert your old product sheets and pdfs into interactive pages on your website. Don’t limit yourself to text and images. Use things like videos, infographics, charts, graphs, data tables and interactive experiences to bring your products and services to life. It will help differentiate your offerings from those of your competitors.",[17,4273,4274],{},"Leverage metrics and user data to ensure you’re providing the right information to get people to take action.",[4233,4276,4278],{"id":4277},"case-studies-and-testimonials","Case studies and testimonials",[17,4280,4281],{},"Case studies and testimonials have typically been after thoughts, marketing add-ons used to close deals. Now they’re one of the most critical pieces of marketing and sales collateral. People today have unlimited access to information and they’re skeptical of anything supplied by companies. They’re more likely to believe things conveyed by people who are similar to them.",[17,4283,4284],{},"If you can demonstrate to your buyers that your products or services work for other people, it will help convince them that they’ll work for them, too. Well-crafted, meaningful success stories are a great way to build trust in a virtual world. Encourage different types of customers to share their experiences. It will provide you with a library of case studies and testimonials that are relatable to as many people as possible. Share them in videos and other media that help them feel real and authentic, not flat, packaged or edited.",[4233,4286,4288],{"id":4287},"product-and-service-demonstrations","Product and service demonstrations",[17,4290,4291],{},"Is your product or service difficult to understand? Invest in videos and interactive experiences that make their value clear. Show people how they’ll use them while doing their jobs. It will help them understand how they’ll make their every day lives better. This will make it less likely they’ll walk away from sales because they don’t “get it”.",[4233,4293,4295],{"id":4294},"customized-presentations","Customized presentations",[17,4297,4298],{},"No two people are alike. That’s why sales presentations must be customizable and dynamic to meet individual needs. In a virtual world, it’s smart to hand over the keys to buyers so they can be in control of their own sales journey. It might make sales reps uncomfortable, but once they get used to greater collaboration in the selling process, they will be able to close more deals.",[4233,4300,4302],{"id":4301},"scripts","Scripts",[17,4304,4305],{},"Should your in-person sales scripts be the same as those delivered over the phone or via Zoom meeting? Probably not. It takes a different level of detail and descriptiveness to explain products and services long distance. It’s also important to ask more questions to understand how buyers are responding because it’s harder, or impossible, to read body language in a virtual experience.",[17,4307,4308,4309,4312],{},"If you distribute scripts through a ",[81,4310,1912],{"href":927,"rel":4311},[85],", it’s easy to regularly update them based on the latest “best of” learnings.",[4233,4314,4316],{"id":4315},"competitor-comparisons","Competitor comparisons",[17,4318,4319],{},"You’re changing how you market your products and services. It’s likely that your competitors are, as well. Move your comparison documents online so you can update them in real time during this extraordinary period of dynamic change.",[12,4321,4323],{"id":4322},"collateral-can-keep-you-competitive-during-the-covid-19-pandemic","Collateral can keep you competitive during the COVID-19 pandemic",[17,4325,4326,4327,4331],{},"It’s critical that you update your old school cockroach collateral to reflect today’s new marketing and sales realities. The investment will pay off in better buyer experiences, which will help you close more deals, even in today’s challenging environment. ",[81,4328,4330],{"href":153,"rel":4329},[85],"Contact a friendly and helpful Mobile Locker"," rep to find out how we can help you make the change simple and easy.",{"title":158,"searchDepth":159,"depth":159,"links":4333},[4334,4335,4336,4347],{"id":4165,"depth":159,"text":4166},{"id":4189,"depth":159,"text":4190},{"id":4227,"depth":159,"text":4228,"children":4337},[4338,4339,4340,4341,4342,4343,4344,4345,4346],{"id":4235,"depth":1606,"text":4236},{"id":4242,"depth":1606,"text":4243},{"id":4260,"depth":1606,"text":4261},{"id":4267,"depth":1606,"text":4268},{"id":4277,"depth":1606,"text":4278},{"id":4287,"depth":1606,"text":4288},{"id":4294,"depth":1606,"text":4295},{"id":4301,"depth":1606,"text":4302},{"id":4315,"depth":1606,"text":4316},{"id":4322,"depth":159,"text":4323},[168],"Selling is changing at a faster pace than ever before. Is your marketing collateral keeping up? Find out how you can replace old pieces that never go away.","/assets/articles/images/cockroach-1.jpg",{},"/articles/its-time-to-replace-your-cockroach-collateral","2020-05-19",{"title":4355,"description":4349},"It’s Time to Replace Your Cockroach Collateral | Mobile Locker","articles/its-time-to-replace-your-cockroach-collateral","YHzxOYNHmNdE_87m5YdeUVyYnGwOD-hJ59BAQ7xjM0M",{"id":4359,"title":4360,"author":7,"body":4361,"categories":4600,"description":4602,"extension":170,"heroImage":4603,"heroImageAlt":4360,"meta":4604,"navigation":173,"path":4605,"publishedAt":4606,"seo":4607,"stem":4609,"tags":179,"updatedAt":179,"__hash__":4610},"articles/articles/marketing-101-for-managed-service-providers.md","Marketing 101 for Managed Service Providers",{"type":9,"value":4362,"toc":4594},[4363,4372,4375,4378,4381,4384,4387,4391,4394,4401,4408,4411,4414,4458,4470,4474,4477,4515,4519,4522,4560,4564,4567,4586],[17,4364,4365,4366,4371],{},"Many managed service providers (MSPs) have never had to promote their services. As we explained in the ",[81,4367,4370],{"href":4368,"rel":4369},"https://www.mobilelocker.com/blog/2020/03/msps-the-definitive-guide-to-increasing-sales/",[85],"first article in this series",", they were able to depend on word of mouth to generate revenue. In today’s more competitive environment, this is no longer the case. They must actively market their services to attract new subscribers and retain the ones they already have.",[17,4373,4374],{},"That’s why we created this guide. It explains all you need to know to market your business successfully across multiple media channels. It’s unlikely that you or the other tech pros on your team will be handling everyday marketing tasks. However, it’s important to understand the basics of MSP marketing so you can hire the right people to do the work and ensure they’re getting the job done correctly.",[17,4376,4377],{},"Multichannel marketing is necessary because people interact with many types of media every day. Experts believe it takes 13 impressions for a brand to register with people. In other words, they have to see your company at least 13 times in social media, on the news, through digital ads, via email and in other places for them to become aware of your MSP. It could take many more interactions after that to get them to contact you.",[17,4379,4380],{},"Marketing doesn’t stop once prospective clients express interest in your business. You must arm your salespeople with the materials required to close deals.",[17,4382,4383],{},"Even then, marketing has to continue. Keep connecting with clients so they renew their subscriptions with you and don’t jump ship. Ongoing marketing may also increase the business they do with you.",[17,4385,4386],{},"Let’s take a look at the four key marketing steps and some of the tactics that support them.",[12,4388,4390],{"id":4389},"_1-awareness-and-education","1. Awareness and education",[17,4392,4393],{},"How can someone do business with your MSP if they don’t know it exists or understand how a subscription will make their work lives better? Building awareness and educating prospective subscribers are the foundation of any good marketing program.",[17,4395,4396,4397,448],{},"Start by figuring out who you want to do business with, the best media to reach them and the key messages that will get your MSP noticed. If you haven’t figured this out, ",[81,4398,4400],{"href":4368,"rel":4399},[85],"the first article in this series will help",[17,4402,4403,4404,4407],{},"When it comes to initial awareness advertising, ",[220,4405,4406],{},"keep it simple",". Alert prospects to a single pain point your service solves or highlight one benefit of subscribing to it. Doing more will muddy the message and make it less likely you’ll breakthrough.",[17,4409,4410],{},"Once people decide to learn more about your MSP, add additional information and greater complexity to your messaging. For instance, a page on your website should go much deeper than a social post or digital ad. Still, say only what you need to say to move someone forward in the sales journey. Any more could give them reasons to not move on.",[17,4412,4413],{},"The most common awareness and education marketing tactics include:",[27,4415,4416,4422,4428,4434,4440,4446,4452],{},[30,4417,4418,4421],{},[54,4419,4420],{},"Social media."," People spend a LOT of time on social media. It’s a cost-effective way to reach them with many simple messages. It’s a perfect medium for increasing the number of touchpoints.",[30,4423,4424,4427],{},[54,4425,4426],{},"SEO marketing."," If people are searching online for a solution to an issue your MSP solves, you have to earn — or buy — a top position in the search results to become part of their consideration set.",[30,4429,4430,4433],{},[54,4431,4432],{},"Videos."," Much like social media, people spend a great deal of time watching short videos. If you get yours into the right streams, you’ll be able to introduce your business to prospects in your target market.",[30,4435,4436,4439],{},[54,4437,4438],{},"Trade shows and events."," This is a perfect way to connect with people who are predisposed to subscribing to your service. It all depends on selecting the right events. It’s also important to pick a prominent position for your booth and keep the messages and images on it simple so people “get it” when they pass by. Bonus points: Use Mobile Locker’s app to develop interactive experiences that will get prospects to pay attention to you while you learn about them.",[30,4441,4442,4445],{},[54,4443,4444],{},"Industry organizations."," Becoming a member of the right groups — and taking an active role in them — could get you a lot of inexpensive exposure to people in your target market.",[30,4447,4448,4451],{},[54,4449,4450],{},"Webinars."," Does your MSP solve a specific problem or address a workplace pain point? Explaining what your MSP does and how it helps in a webinar is a good way to build awareness about your solution and educate people about its benefits. Plus, you’ll collect participant contact information.",[30,4453,4454,4457],{},[54,4455,4456],{},"Press releases."," Has your MSP done something awesome? Cover it in a press release. Share it with industry thought leaders, publications and blog writers. You may earn free media coverage, endorsements, and impressions.",[17,4459,4460,482,4462,482,4467],{},[54,4461,481],{},[81,4463,4465],{"href":887,"rel":4464},[85],[220,4466,390],{},[220,4468,4469],{},"will help your team stay organized while developing marketing campaigns and distributing materials.",[12,4471,4473],{"id":4472},"_2-action-and-lead-generation","2. Action and lead generation",[17,4475,4476],{},"Once people in your target audience are aware of your MSP and know what you do, you need to get them to take action and become a lead. At this point, you can go deeper into explaining what you do and what makes your MSP unique. Your messaging should be compelling enough to make prospects want to contact you. Here are some proven tactics:",[27,4478,4479,4485,4491,4497,4503,4509],{},[30,4480,4481,4484],{},[54,4482,4483],{},"Web page optimization."," Is your website performing at its peak? Monitor data and track user behavior to ensure people are engaging with it as you intend. It will identify online barriers to people becoming leads.",[30,4486,4487,4490],{},[54,4488,4489],{},"Website visitor tracking."," Are certain people visiting your website frequently? Not sure? Tag visitors, so you know who is sniffing you out or kicking the tires. It gives you the information needed to take a more aggressive approach to market to them.",[30,4492,4493,4496],{},[54,4494,4495],{},"White papers and case studies."," Both of these marketing tactics take a lot of effort to create, but they’re usually worth it. They demonstrate expertise in your field, and if people are willing to give up contact info to access them, who could ask for more?",[30,4498,4499,4502],{},[54,4500,4501],{},"Email marketing."," For many MSPs, the sales cycle is long. Prospects may stall out during the sales process. Email marketing keeps you front and center while they’re going through the decision-making process.",[30,4504,4505,4508],{},[54,4506,4507],{},"Direct mail."," Despite rumors of its demise, direct mail can be successful in certain situations. The right follow-up piece delivered in an unexpected way could get prospects to take action.",[30,4510,4511,4514],{},[54,4512,4513],{},"Appointments."," Often missed, even by the most tech-savvy entrepreneurs, making it easy to schedule a call or request contact is a critical part of any successful marketing campaign.",[12,4516,4518],{"id":4517},"_3-closing-the-deal","3. Closing the deal",[17,4520,4521],{},"Once your sales reps connect with prospective clients, you need to provide them with tools to help close deals, including:",[27,4523,4524,4530,4540,4554],{},[30,4525,4526,4529],{},[54,4527,4528],{},"Interactive questionnaires."," These help reps get to know prospective clients and their needs so they can tailor sales pitches to them. Mobile Locker’s app makes it fast and simple to develop them.",[30,4531,4532,4535,4536,4539],{},[54,4533,4534],{},"Customizable presentations."," No two prospects are alike. That’s why it’s critical for you to be able to develop flexible sales presentations that can be personalized on the fly. ",[81,4537,390],{"href":887,"rel":4538},[85]," makes it possible to do this with or without a wifi connection.",[30,4541,4542,4545,4546,4549,4550,4553],{},[54,4543,4544],{},"Demonstrations."," Many managed services are difficult to explain. Give reps tools that let them ",[220,4547,4548],{},"show"," what you do rather than ",[220,4551,4552],{},"explain"," it.",[30,4555,4556,4559],{},[54,4557,4558],{},"Contracts and forms."," Salespeople should have easy access to the documents needed to sign up new subscribers. Have marketers give them a fresh eye to ensure they’re attractive and easy to complete.",[12,4561,4563],{"id":4562},"_4-ongoing-marketing","4. Ongoing marketing",[17,4565,4566],{},"You can’t stop marketing to people once they become clients. You must stay front and center to prevent them from moving to competitors who are actively marketing to them. Some proven tactics include:",[27,4568,4569,4574,4580],{},[30,4570,4571,4573],{},[54,4572,4420],{}," Ask your clients to follow you on social media so they regularly see your posts in their feeds.",[30,4575,4576,4579],{},[54,4577,4578],{},"Email newsletters."," Regular emails should report on your latest tech advancements and offer tips on how clients can do their jobs better.",[30,4581,4582,4585],{},[54,4583,4584],{},"Invitations."," Ask clients out every now and then. Getting together with them informally will help you and your reps learn whether they’re still happy with your service.",[17,4587,4588,4589,4593],{},"Need help getting started marketing your MSP? ",[81,4590,4592],{"href":153,"rel":4591},[85],"Contact a helpful expert at Mobile Locker"," who will advise you on how to make your MSP a marketing powerhouse in no time.",{"title":158,"searchDepth":159,"depth":159,"links":4595},[4596,4597,4598,4599],{"id":4389,"depth":159,"text":4390},{"id":4472,"depth":159,"text":4473},{"id":4517,"depth":159,"text":4518},{"id":4562,"depth":159,"text":4563},[4601],"Managed Service Providers","MSPs are under greater pressure than ever to market their services. Learn the basics so you can keep up with the competition.","/assets/articles/images/msp-marketing-1.jpg",{},"/articles/marketing-101-for-managed-service-providers","2020-03-20",{"title":4608,"description":4602},"Marketing 101 for Managed Service Providers | Mobile Locker","articles/marketing-101-for-managed-service-providers","KYC_VUepCs_px4KuqRJuSceDSt4SCcvwcNdjkcsBsIs",{"id":4612,"title":4613,"author":7,"body":4614,"categories":4718,"description":4719,"extension":170,"heroImage":4720,"heroImageAlt":4613,"meta":4721,"navigation":173,"path":4722,"publishedAt":4723,"seo":4724,"stem":4726,"tags":179,"updatedAt":179,"__hash__":4727},"articles/articles/medical-device-companies-are-all-about-the-tech.md","Medical Device Companies Are All About The Tech…",{"type":9,"value":4615,"toc":4708},[4616,4620,4623,4626,4629,4633,4636,4640,4643,4646,4650,4653,4656,4660,4663,4666,4669,4673,4676,4679,4683,4686,4693,4697,4700],[12,4617,4619],{"id":4618},"so-why-arent-they-maxing-it-out-to-make-their-businesses-more-successful","So, why aren’t they maxing it out to make their businesses more successful?",[17,4621,4622],{},"Does your medical device company have a sales enablement system?",[17,4624,4625],{},"If it does, is it being leveraged to the fullest?",[17,4627,4628],{},"If you answered “no” or “aren’t sure” to either of these questions, check out the seven reasons why your organization needs a sales enablement system, along with ways you can max out your use of it.",[12,4630,4632],{"id":4631},"_1-it-keeps-your-business-legal-and-compliant","1. It keeps your business legal and compliant. ",[17,4634,4635],{},"The regulatory burden on companies in the medical device industry is extraordinary. One simple slip up is all it takes to put a business under. A sales enablement system should be your single source for developing and distributing sales collateral, education materials, and training. It helps ensure everyone interacting with medical professionals and patients has the information they need to explain products correctly, in legal and compliant ways. It also helps make certain that problematic collateral is removed from distribution immediately and the latest and best pieces are made available instantly. Reps are always able to access them any place, any time, with or without a wifi connection.",[12,4637,4639],{"id":4638},"_2-it-facilitates-todays-rapid-transition-from-direct-to-digital-interactions","2. It facilitates today’s rapid transition from direct to digital interactions.",[17,4641,4642],{},"Medical device companies have always been hands-on, in-person operations. Salespeople, medical science liaisons, and customer service reps have always visited hospitals, medical practices, nursing homes, and clinics to meet with clients. The coronavirus pandemic has changed all that. Today, we’re living in a hands-off world. Almost all interactions have to take place in the virtual realm.",[17,4644,4645],{},"Most people right now are resistant to in-person sales calls. Medical device experts are rarely able today to coach doctors and other medical professionals in the office or operating room. A sales enablement system makes it possible to gather rep feedback on what materials they need to aid their long-distance sales and education efforts and equipment demonstrations. It helps facilitate cooperation on the development of them. It also monitors how clients are responding so sales support and training materials can be improved over time.",[12,4647,4649],{"id":4648},"_3-it-enhances-the-customer-experience","3. It enhances the customer experience.",[17,4651,4652],{},"A nurse may have a different experience with your products than a doctor. People working in a nursing home could discuss them in different ways than those in a clinic.",[17,4654,4655],{},"A sales enablement system makes it simple to customize presentations and other content depending on the audience. Not only does this make the sales process more meaningful and helps close more deals, but it also protects against lawsuits and other issues. People are more likely to pay attention when educational experiences are meaningful to them. This is particularly important when people are learning how to use tools that could impact the lives of others.",[12,4657,4659],{"id":4658},"_4-it-facilitates-mergers-and-acquisitions","4. It facilitates mergers and acquisitions. ",[17,4661,4662],{},"Prior to the COVID-19 pandemic, there was a great deal of merger and acquisition activity happening in the medical device industry. There’s no reason to believe it won’t start up again once things settle down. That’s because the healthcare industry will still need to move into a value-based care model. Larger, more diversified companies are able to deliver more to clients at a lower cost, in an efficient way.",[17,4664,4665],{},"While a merger or acquisition can pay off big time, getting one done is challenging. This is especially true if the businesses have multiple locations or divisions across the United States or around the world. A sales enablement platform facilitates the process of making two companies into one. It helps them standardize their workflows, sales processes, collateral, messaging, and training. Entering into a merger or acquisition with sales enablement systems helps each party have a clear picture of their assets. This makes it easier to merge them together into a coherent operation.",[17,4667,4668],{},"A small investment in sales enablement will eliminate big headaches for key stakeholders including sales, marketing, IT, compliance, training, and more while two companies merge or go through a takeover and long after.",[12,4670,4672],{"id":4671},"_5-it-improves-patient-care","5. It improves patient care.",[17,4674,4675],{},"It no longer works to “talk to” or “at” patients. They have to be engaged in a dialogue about their own care. When this happens, people are more likely to recover quickly and experience better long-term outcomes.",[17,4677,4678],{},"Sales enablement not only helps improve the quality of — and engagement with — business-to-business (B2B) collateral, it can do the same for material used with patients. It helps ensure that the correct pre- and post-operative instructions and information sheets are used with the right people at the ideal time. The technology that monitors engagement with B2B collateral can do the same for patient pieces, as well. It will help you improve materials over time. This will allow your organization to deliver a superior patient experience that will enhance its reputation with medical professionals.",[12,4680,4682],{"id":4681},"_6-it-evolves-with-changing-times-and-conditions","6. It evolves with changing times and conditions.",[17,4684,4685],{},"The medical device business and sales environment is ever-changing. Companies expand, evolve their business models, and update their product offerings. Additional stakeholders are brought on all the time, along with new clients (hopefully). ",[17,4687,4688,4689,4692],{},"A sound sales enablement system, like the one developed by ",[81,4690,7],{"href":83,"rel":4691},[85],", can be customized and scaled to meet the needs of virtually any medical device business now and as it evolves in the future. The ability to change quickly is a powerful advantage to have in today’s competitive environment.",[12,4694,4696],{"id":4695},"_7-it-supports-big-data","7. It supports big data.",[17,4698,4699],{},"Data is central to the success of medical device businesses. It’s the only way the B2B marketing and sales processes can be successful and fully integrated into product training, customer service, and the patient experience. It provides the data needed to improve things on a consistent basis and makes working with your organization easier.",[17,4701,4702,4703,4707],{},"You never know where your next business challenge is going to come from: a new competitor, an unexpected innovation, or a better way of selling. No matter what, you owe it to yourself to be prepared for anything you could possibly face. ",[81,4704,4706],{"href":153,"rel":4705},[85],"Isn’t it time for you to speak with a Mobile Locker representative"," to find out how we can help you max out your usage of a sales enablement system so you can enjoy all its benefits?",{"title":158,"searchDepth":159,"depth":159,"links":4709},[4710,4711,4712,4713,4714,4715,4716,4717],{"id":4618,"depth":159,"text":4619},{"id":4631,"depth":159,"text":4632},{"id":4638,"depth":159,"text":4639},{"id":4648,"depth":159,"text":4649},{"id":4658,"depth":159,"text":4659},{"id":4671,"depth":159,"text":4672},{"id":4681,"depth":159,"text":4682},{"id":4695,"depth":159,"text":4696},[167,660],"Medical device companies: Find out how you can use sales enablement to MAX OUT your sales results and protect your business.","/assets/articles/images/med-device-1.jpg",{},"/articles/medical-device-companies-are-all-about-the-tech","2020-10-20",{"title":4725,"description":4719},"Medical Device Companies Are All About The Tech… | Mobile Locker","articles/medical-device-companies-are-all-about-the-tech","4JwudGbUNC5me0rTBXOLRJsD8mtjGwUPVQNi2ZnzwOw",{"id":4729,"title":4730,"author":7,"body":4731,"categories":4888,"description":4889,"extension":170,"heroImage":4890,"heroImageAlt":4730,"meta":4891,"navigation":173,"path":4892,"publishedAt":4893,"seo":4894,"stem":4896,"tags":179,"updatedAt":179,"__hash__":4897},"articles/articles/msps-the-definitive-guide-to-increasing-sales.md","MSPs: The Definitive Guide to Increasing Sales",{"type":9,"value":4732,"toc":4880},[4733,4736,4739,4742,4753,4756,4759,4762,4766,4769,4772,4792,4795,4802,4806,4809,4812,4815,4819,4822,4825,4829,4832,4835,4842,4846,4849,4852,4873,4877],[17,4734,4735],{},"Managed service providers (MSPs) often struggle with selling their services.",[17,4737,4738],{},"Most are founded, owned and managed by engineers and tech experts who understandably don’t have experience in marketing and sales. This is a serious issue. The first MSPs were able to generate revenue through word of mouth. This is no longer true in today’s crowded and competitive marketplace.",[17,4740,4741],{},"That’s why we’ve come up with a definitive three-part series that will help you:",[193,4743,4744,4747,4750],{},[30,4745,4746],{},"Develop a brand that’s meaningful to prospective clients",[30,4748,4749],{},"Create marketing messages, campaigns, and collateral that get prospects to take action",[30,4751,4752],{},"Build a sales culture focused on closing deals.",[17,4754,4755],{},"Promoting traditional tech solutions is very different from marketing managed services. It’s one of the key issues MSPs have to deal with right now.",[17,4757,4758],{},"The former is a one-time, single-decision deal. Catch someone on the right day, in the right way, and you’ll make a sale. The latter is subscription-based which requires earning ongoing trust and commitment from buyers.",[17,4760,4761],{},"Selling something once is much simpler than building business relationships. That’s why creating a brand people believe in and connect with is foundational to the success of MSPs.",[12,4763,4765],{"id":4764},"taking-stock","Taking stock",[17,4767,4768],{},"Let’s start by explaining how to develop a brand that helps prospective subscribers understand what your MSP does and why they should do business with you. It will also make your MSP stand out from the competition in a crowded industry.",[17,4770,4771],{},"Ask yourself:",[27,4773,4774,4777,4780,4783,4786,4789],{},[30,4775,4776],{},"What types of businesses do you want to serve?",[30,4778,4779],{},"What are the characteristics of your ideal clients?",[30,4781,4782],{},"What solutions do you offer each type of client?",[30,4784,4785],{},"How do you make the lives of your subscribers better?",[30,4787,4788],{},"How do you help them be more effective?",[30,4790,4791],{},"What makes your services different from — and better than — those of your competitors?",[17,4793,4794],{},"Answering all these questions might seem daunting, but it’s the only way you’ll come to terms with what your business does, who it serves and what makes it unique. It will help you build a brand, messaging and sales process that engenders trust and gets results.",[17,4796,4797,482,4799],{},[54,4798,481],{},[220,4800,4801],{},"Many tech professionals don’t take branding, marketing, and sales seriously. They consider the things they can do in their downtime. This is a big mistake, especially in today’s sophisticated, integrated marketing and sales culture. Investing in them is as important as spending money on developing and upgrading technology. MSPs must find the right balance for their individual businesses.",[12,4803,4805],{"id":4804},"building-your-brand","Building your brand",[17,4807,4808],{},"Once you answer the questions outlined above, you’re ready to define and develop your brand.",[17,4810,4811],{},"Different types of businesses leverage MSPs for a wide range of reasons including things like outsourcing email, handling help desk duties, managing security, providing cloud storage and much more. Being able to clearly define and explain your services and unique position in this crowded and diverse field is critical.",[17,4813,4814],{},"Brand building must be a team effort. Include everyone in the process who develops solutions for —  or interacts with — customers. Executives will have different perspectives than developers. One sales rep may not see things in the same way as another. Encouraging the people you work with to align on a single vision will ensure everyone in your organization presents your brand in the same way.",[12,4816,4818],{"id":4817},"pick-your-prospects","Pick your prospects",[17,4820,4821],{},"Start by working with your team to identify your ideal client base. No two clients are alike. Some are more likely to convert than others. Some are more profitable. A few are simply more satisfying and enjoyable to work with.",[17,4823,4824],{},"Understanding who you want to do business with is at the foundation of building your brand. Knowing who you are communicating with is the only way to figure out how to reach them and know what to say. Plus, it’s a smart investment. It’ll keep you from spending time, effort and money going after the wrong people. Or reaching the right ones and saying or doing the wrong things.",[12,4826,4828],{"id":4827},"align-on-your-value","Align on your value",[17,4830,4831],{},"Next, you and the people on your team need to figure out what value your MSP provides to your ideal prospects.",[17,4833,4834],{},"Once you align on this, you will be able to develop a value proposition. This is a simple statement that clearly explains the value your MSP provides to those in your target audience. A good benchmark is that it should be brief and clear enough for prospective clients to understand in 30 seconds or less, the typical length of an elevator ride. That’s why it’s often referred to as an elevator speech.",[17,4836,4837,482,4839],{},[54,4838,481],{},[220,4840,4841],{},"Many MSPs are tempted to adapt their tech solutions to be everything to everyone. Don’t do it. People are unlikely to understand — or act on — mixed messages.",[12,4843,4845],{"id":4844},"differentiate-your-msp","Differentiate your MSP",[17,4847,4848],{},"Finally, work with your team to figure out what makes your MSP different from others that serve similar clients. These differentiators will become the proof points that support your value proposition. They should make it clear why your services are unique — and better than those offered by your competitors.",[17,4850,4851],{},"This is a critical step. If you find it difficult to explain how your MSP is different, it could be time to retool your services. Taking this step is always worth it. You won’t be able to close sales if prospective clients can’t figure out why they should pick your services above those offered by others.",[17,4853,4854,482,4856,482,4861,482,4864,482,4870],{},[54,4855,481],{},[81,4857,4859],{"href":887,"rel":4858},[85],[220,4860,390],{},[220,4862,4863],{},"can be a valuable tool when developing a brand. It will keep all your documentation and discussions in a central place so they can be accessed by stakeholders. It will facilitate communication and encourage collaboration, which will help get buy-in from everyone involved.",[81,4865,4867],{"href":153,"rel":4866},[85],[220,4868,4869],{},"Contact a helpful Mobile Locker expert",[220,4871,4872],{},"to find out how we can help you with your brand-building process.",[12,4874,4876],{"id":4875},"next-steps","Next steps",[17,4878,4879],{},"Building a brand is the first step toward sales success for MSPs. Look out for the second part of our series. It explains what you need to do next: leverage your brand to develop messages and marketing materials that will get prospects to take action and do business with your MSP.",{"title":158,"searchDepth":159,"depth":159,"links":4881},[4882,4883,4884,4885,4886,4887],{"id":4764,"depth":159,"text":4765},{"id":4804,"depth":159,"text":4805},{"id":4817,"depth":159,"text":4818},{"id":4827,"depth":159,"text":4828},{"id":4844,"depth":159,"text":4845},{"id":4875,"depth":159,"text":4876},[4601],"MSPs face unique sales challenges. Find out what you can do to overcome these issues and succeed.","/assets/articles/images/msps-part-1-plain-1.jpg",{},"/articles/msps-the-definitive-guide-to-increasing-sales","2020-03-16",{"title":4895,"description":4889},"MSPs: The Definitive Guide to Increasing Sales | Mobile Locker","articles/msps-the-definitive-guide-to-increasing-sales","BJeVGxQVpzfC5x9WBp6uBmM2OjKADantW75IZ_luvPU",{"id":4899,"title":4900,"author":7,"body":4901,"categories":4908,"description":158,"extension":170,"heroImage":4910,"heroImageAlt":4900,"meta":4911,"navigation":173,"path":4912,"publishedAt":4913,"seo":4914,"stem":4916,"tags":179,"updatedAt":179,"__hash__":4917},"articles/articles/not-mobile-lockers-super-bowl-ad.md","NOT Mobile Locker’s Super Bowl Ad!",{"type":9,"value":4902,"toc":4906},[4903],[17,4904,4905],{},"CEO Mark Stralka wanted to go big and spend $15 million on a Super Bowl ad this year. Fortunately, CRO Bob Lempke talked him out of it…",{"title":158,"searchDepth":159,"depth":159,"links":4907},[],[4909],"Announcement","/assets/articles/images/Bob-Super-Bowl-Ad-1.jpg",{},"/articles/not-mobile-lockers-super-bowl-ad","2020-01-30",{"title":4915,"description":158},"NOT Mobile Locker’s Super Bowl Ad! | Mobile Locker","articles/not-mobile-lockers-super-bowl-ad","71OrW8SeudPzxzbOCweAcmiRy1QZE0CDEAycelZz6mA",{"id":4919,"title":4920,"author":7,"body":4921,"categories":5100,"description":5101,"extension":170,"heroImage":5102,"heroImageAlt":4920,"meta":5103,"navigation":173,"path":5104,"publishedAt":5105,"seo":5106,"stem":5108,"tags":179,"updatedAt":179,"__hash__":5109},"articles/articles/personalized-presentations-give-pharma-and-med-tech-reps-the-edge-to-beat-the-competition.md","Personalized Presentations Give Pharma and Med Tech Reps the Edge to Beat the Competition",{"type":9,"value":4922,"toc":5086},[4923,4926,4929,4932,4949,4952,4955,4958,4962,4965,4972,4976,4979,4983,4989,4993,4996,5000,5011,5018,5022,5025,5040,5044,5047,5051,5054,5058,5061,5065,5068,5072,5079,5083],[17,4924,4925],{},"Is your business at a competitive disadvantage?",[17,4927,4928],{},"It could be if you — and all your sales reps — don’t have the knowledge and ability to customize your presentations any place, any time. You must be able to create personalized sales experiences on the fly that meet the needs of virtually every medical professional to maintain a competitive edge.",[17,4930,4931],{},"People have gotten used to almost every experience being customized. ",[27,4933,4934,4940,4943],{},[30,4935,4936,4937,364],{},"Online stores offer personalized shopping recommendations. ",[220,4938,4939],{},"It often seems like they know what you want before you do.",[30,4941,4942],{},"Netflix and other video-on-demand services are programmed to recommend the perfect movie or show for you. They figure out what you want to watch even when you’re not sure.",[30,4944,4945,4946],{},"When you do research online, you can customize your journey, stopping along the way to read, look at infographics, watch videos, and get answers to your questions in virtual chats or over the phone. ",[220,4947,4948],{},"You have total control over how you learn about things.",[17,4950,4951],{},"With all aspects of life being so “personal”, most people don’t have the patience to sit through any experience — much less a presentation — that isn’t 100 percent tailored to meet their needs and expectations. This is particularly true of doctors, nurses, and other medical professionals who don’t have time to waste, especially during a pandemic.",[17,4953,4954],{},"The personalization trend has only accelerated because of the COVID-19 pandemic. More meetings are taking place on Zoom and other virtual channels. When people aren’t in the same room as the sales rep, they’re less likely to be fully engaged, unless the experience is created just for them.",[17,4956,4957],{},"How can you and the people on your sales team personalize presentations so the medical professionals you meet with find value in them? It’s easier than you think! Here’s what you need to know. ",[12,4959,4961],{"id":4960},"_1-do-your-due-diligence","1. Do your due diligence.",[17,4963,4964],{},"Take time to learn all you can about the people you’re presenting to. Current customers and prospective ones will appreciate that you cared enough to do your homework. Go beyond doing standard research like reviewing websites and seek out information about the prospects you’re meeting within social media. Check out their networks. See if you know any of the people they’re connected to. The people working in the pharmaceutical and medical technology industries and healthcare professionals are a tight-knit group, especially on the local level. It’s likely that you know somebody who knows the people you’re going to meet with and can tell you about them.",[17,4966,4967,482,4969],{},[54,4968,481],{},[220,4970,4971],{},"Be thoughtful about how you leverage what you learn through research. Don’t use information in a way that seems like you’re a stalker. Limit what you find out to develop personalized presentations and not to get too “personal.”",[12,4973,4975],{"id":4974},"_2-make-it-clear-you-understand-what-theyre-dealing-with","2. Make it clear you understand what they’re dealing with.",[17,4977,4978],{},"Based on your research, ask yourself: What do the medical professionals I’m meeting with want to achieve and what problems are they dealing with? How can your business provide them with something that makes doing their jobs easier while allowing them to deliver better care to their patients? Incorporate these insights into a story that runs through your presentation. Make it clear that you “get it” and share a common mindset.",[12,4980,4982],{"id":4981},"_3-shift-your-perspective","3. Shift your perspective.",[17,4984,4985,4986],{},"Don’t limit your understanding of your clients and prospects by viewing them only through your own mindset. Honestly get to know them. Do what it takes to get into their heads and hearts. If you’re not sure about what someone you’re meeting with is thinking and feeling, take time to listen and understand. Ask thoughtful questions that turn your meetings into conversations rather than monologues. If in doubt, stop talking and listen instead. Sometimes personalization doesn’t require cutting-edge technology or high levels of creative design. ",[220,4987,4988],{},"It just takes listening.",[12,4990,4992],{"id":4991},"_4-dont-pitch-drugs-or-devices-offer-solutions","4. Don’t pitch drugs or devices. Offer solutions.",[17,4994,4995],{},"It’s difficult these days to differentiate most drugs or medical technology. There are countless offerings that seem similar. The only way to beat the competition is to transform your offerings into custom-tailored solutions to the issues medical professionals and their patients are dealing with every day. ",[12,4997,4999],{"id":4998},"_5-know-your-prospects-better-than-they-know-themselves","5. Know your prospects better than they know themselves.",[17,5001,5002,5003,5006,5007,5010],{},"Don’t limit your sales efforts to what doctors, nurses, and others ask about or ",[220,5004,5005],{},"think"," they need. Provide them with information about what they ",[220,5008,5009],{},"really"," need. The best way to break through is to answer a question that hasn’t been asked yet or solve a problem they don’t know they have. ",[17,5012,5013,482,5015],{},[54,5014,481],{},[220,5016,5017],{},"Doing good research and asking the right questions will help you deliver more proactive and personal sales experiences.",[12,5019,5021],{"id":5020},"_6-use-messages-and-images-that-support-your-sales-conversations","6. Use messages and images that support your sales conversations.",[17,5023,5024],{},"You never want people reading bullet points on your PowerPoint slides. It’s the kiss of death. You also don’t want them staring at images trying to understand what they mean. Instead, you want to keep the focus on YOU. Leverage visuals that encourage conversation. They shouldn’t distract people or turn them off. ",[17,5026,5027,482,5029,482,5032,5037],{},[54,5028,481],{},[220,5030,5031],{},"If you’re not sure whether your images are the right ones, put yourself into your client’s head. It could help you gain a better perspective. While you’re at it, distribute your sales presentations through an app like",[81,5033,5035],{"href":83,"rel":5034},[85],[220,5036,7],{},[220,5038,5039],{},". It will help you gather insights that will allow you to determine what presentation elements are working and which are not.",[12,5041,5043],{"id":5042},"_7-use-testimonials-that-are-meaningful","7. Use testimonials that are meaningful.",[17,5045,5046],{},"Client success stories used to be an afterthought. Today, at a time when opinions, ratings, and reviews are central to most businesses, customer testimonials could make all the difference between sealing the deal and losing the sale. Choose client stories the medical professionals you’re meeting with will relate to. A doctor in private practice may not connect with a testimonial from a nurse who works in a hospital. Or a pediatrician may not find a case study about a geriatric patient helpful.",[12,5048,5050],{"id":5049},"_8-speak-their-language","8. Speak their language.",[17,5052,5053],{},"Every industry has its own terminology. This is especially true in the pharmaceutical, medical technology, and healthcare fields. Add to this the fact that people have different levels of education, training, and experience. Take care that you’re not using words the people you’re meeting with don’t understand. Perhaps even more critical, use terminology they expect to hear. This will help you build credibility and trust.",[12,5055,5057],{"id":5056},"_9-learn-about-the-competition","9. Learn about the competition.",[17,5059,5060],{},"You’ll be better able to individualize your sales conversations if you know specifically what companies and products you’re competing against. A vague reference to the “competition” won’t do much to blunt their advantage. Learning what a medical professional is already using, and who else they may be meeting with, will help you better position your offerings against those of your competitors.",[12,5062,5064],{"id":5063},"_10-structure-your-presentations-around-short-chapters","10. Structure your presentations around short chapters.",[17,5066,5067],{},"Don’t create complete end-to-end presentations. Instead, come up with short sections that can easily be configured depending on the needs of each client. Develop a few slides to cover individual topics like “Background,” “Challenges,” “Research” and “Efficacy.” Come up with a few variations on each for everything you sell. Make it easy to mix, match, and configure slides and sections so they can be used to tell a custom, clear, and coherent story for each potential client.",[12,5069,5071],{"id":5070},"_11-leverage-the-latest-technology","11. Leverage the latest technology.",[17,5073,5074,5075,5078],{},"Distribute your sales decks using a modern sales enablement system like ",[81,5076,7],{"href":83,"rel":5077},[85],". It will make it easy to customize your presentation components any place, any time. If you take advantage of our cutting-edge app, you will be able to measure the effectiveness of your presentations with different groups in real-time. This will make it possible for you to constantly improve them so they better resonate with people in your target audiences.",[12,5080,5082],{"id":5081},"_12-make-your-follow-up-as-personal-as-your-presentation","12. Make your follow-up as personal as your presentation.",[17,5084,5085],{},"What good is a personalized sales experience if you follow up on it with a generic email or call? When you communicate after a meeting, be as specific as possible about what was covered, how you plan to handle next steps, and what to expect next. It will impress prospective clients if your personalized approach continues after the sales meeting. It’s a good way to demonstrate what working with you and your organization will be like. It communicates that they can expect personalized service tailored to their needs in every interaction.",{"title":158,"searchDepth":159,"depth":159,"links":5087},[5088,5089,5090,5091,5092,5093,5094,5095,5096,5097,5098,5099],{"id":4960,"depth":159,"text":4961},{"id":4974,"depth":159,"text":4975},{"id":4981,"depth":159,"text":4982},{"id":4991,"depth":159,"text":4992},{"id":4998,"depth":159,"text":4999},{"id":5020,"depth":159,"text":5021},{"id":5042,"depth":159,"text":5043},{"id":5049,"depth":159,"text":5050},{"id":5056,"depth":159,"text":5057},{"id":5063,"depth":159,"text":5064},{"id":5070,"depth":159,"text":5071},{"id":5081,"depth":159,"text":5082},[167],"Find out how some simple customization techniques can help your sales presentations connect with clients and prospects.","/assets/articles/images/personal-presentations-1.jpg",{},"/articles/personalized-presentations-give-pharma-and-med-tech-reps-the-edge-to-beat-the-competition","2020-11-25",{"title":5107,"description":5101},"Personalized Presentations Give Pharma and Med Tech Reps the Edge to Beat the Competition | Mobile Locker","articles/personalized-presentations-give-pharma-and-med-tech-reps-the-edge-to-beat-the-competition","jmE-ijsHwgXqvvHqgyobXNlLAwA1Sbf13hpH9tC-cQs",{"id":5111,"title":5112,"author":7,"body":5113,"categories":5218,"description":5219,"extension":170,"heroImage":5220,"heroImageAlt":5112,"meta":5221,"navigation":173,"path":5222,"publishedAt":5223,"seo":5224,"stem":5226,"tags":179,"updatedAt":179,"__hash__":5227},"articles/articles/pharma-and-healthcare-companies-reduce-marketing-and-sales-risks-during-the-pandemic.md","Pharma and Healthcare Companies: Reduce Marketing and Sales Risks During the Pandemic",{"type":9,"value":5114,"toc":5215},[5115,5118,5121,5124,5127,5130,5133,5147,5150,5196,5200,5208],[17,5116,5117],{},"Handling marketing and sales at pharmaceutical, medical device, and other healthcare-related companies has always been a tough grind. Doing it during a pandemic takes things to entirely new levels. Few industries are dealing with the same levels of complexity and constantly changing risk when it comes to marketing and selling their products.",[17,5119,5120],{},"Reps interact with medical professionals across the country and all over the world, in big cities and small communities. All these places are being impacted by COVID-19 in different ways. And it changes every day. It’s almost impossible for sales reps to stay up-to-date on the best ways to interact with the people they do business with. It’s even harder for them to know what they can say that will resonate during these challenging times that’s also legal, approved, and compliant.",[17,5122,5123],{},"Add to all this the fact that reps are spread out geographically and, because of health concerns, are unwilling or unable to meet in person with marketing teams and sales leaders. This is leaving them feeling disconnected from their companies when they most need to be closely connected.  ",[17,5125,5126],{},"When reps are able to get access to company news and training, it’s often delivered through a confusing series of emails, newsletters, videos, website updates, and more. It’s impossible to figure out what’s the latest and best information.",[17,5128,5129],{},"So, what can you do to get things under control? ",[17,5131,5132],{},"The best option is to leverage the proven practices of sales enablement to:",[27,5134,5135,5138,5141,5144],{},[30,5136,5137],{},"Develop the materials needed to support rep meetings with medical professionals during the pandemic.",[30,5139,5140],{},"Train salespeople on how to sell and communicate during these challenging times.",[30,5142,5143],{},"Share the latest information about the pandemic and how it could impact your product line.",[30,5145,5146],{},"Monitor the effectiveness of marketing and communication campaigns and sales results in real-time.",[17,5148,5149],{},"Specifically, here’s how sales enablement could make a big difference to your business during the pandemic and beyond.",[27,5151,5152,5158,5164,5174,5180,5186],{},[30,5153,5154,5157],{},[54,5155,5156],{},"Timely sales support."," Marketers and sales reps are able to connect directly and interact through a sales enablement system, even when they’re working remotely. Reps can explain what they’re experiencing in the field and marketers are able to respond quickly.",[30,5159,5160,5163],{},[54,5161,5162],{},"Real-time information."," Reps don’t have to wait until the end of the day, sort through a lot of confusing information, or connect to wi-fi to learn the latest. They can access information through a sales enablement system at any place, any time. This gives them a competitive edge because they can respond to anything that occurs during the ever-changing coronavirus crisis.",[30,5165,5166,5169,5170,5173],{},[54,5167,5168],{},"A better customer experience."," Reps are more likely to use the latest approved marketing materials if they’re easy to find. A sales enablement system like ",[81,5171,7],{"href":927,"rel":5172},[85]," makes it simple for salespeople to know what sales support materials are current and should be used at every step of the sales process. It allows for segmentation and other organizing tactics that ensure reps only have access to the materials they need and are trained (and allowed) to use. This is particularly important at a time when regional differences are magnified because of the pandemic.",[30,5175,5176,5179],{},[54,5177,5178],{},"Improved connectivity."," The life of sales reps can be lonely and isolated. Sure, they interact with customers all day long, but they often don’t feel that they’re part of a team. Sales enablement and connecting through a sales enablement system creates a sense of community within the sales force that encourages competition and collaboration. ",[30,5181,5182,5185],{},[54,5183,5184],{},"Reduced risk."," Healthcare issues and concerns are changing at a faster pace than ever before. And false information about pharmaceuticals is spreading almost as fast as the pandemic. Distributing your sales materials and product information through a sales enablement system like Mobile Locker’s helps ensure reps are using the latest materials containing the most current information. It helps prevent reps from passing out outdated pieces that could get your company in trouble.",[30,5187,5188,5191,5192,5195],{},[54,5189,5190],{},"Enforced training."," Pharma salespeople depend on training. Life and death issues hinge on them explaining things clearly and correctly. However, reps often find it difficult to participate in training sessions because of their challenging schedules. Distributing training through a sales enablement platform like ",[81,5193,7],{"href":388,"rel":5194},[85]," makes it possible to complete training when it’s convenient. It also allows sales managers to track progress to ensure reps are finishing all the training required to sell effectively.",[12,5197,5199],{"id":5198},"implementing-a-sales-enablement-program-and-system","Implementing a sales enablement program and system.",[17,5201,5202,5203,5207],{},"Adopting processes and procedures and installing a new system may seem daunting during a pandemic. However, the benefits clearly outweigh the challenges. Typically, we recommend that organizations adopt sales enablement in a holistic way. However, during challenging times like these, it could make more sense to take a phased approach. ",[81,5204,5206],{"href":153,"rel":5205},[85],"An experienced Mobile Locker representative"," can work with you to identify which benefits and features of our system are most important and beneficial to your organization right now. Then we can partner with you to customize a solution that will work for your business now and that can be scaled over time, as things return to a new normal.",[17,5209,5210,5211],{},"You can rest assured the people on Mobile Locker’s team “get it.” We’ve been working with pharmaceutical, medical device, and other healthcare-related companies for more than a decade. Unlike other sales enablement platforms, you won’t need an interpreter to speak with a rep and we already have the technology available that’s proven in the field. ",[81,5212,5214],{"href":153,"rel":5213},[85],"You owe it to yourself and your business to speak with an experienced Mobile Locker rep today.",{"title":158,"searchDepth":159,"depth":159,"links":5216},[5217],{"id":5198,"depth":159,"text":5199},[167],"Find out how pharmaceutical, medical device, and other healthcare companies can gain control over their marketing and sales during the pandemic while reducing r","/assets/articles/images/pharma-covid-1.jpg",{},"/articles/pharma-and-healthcare-companies-reduce-marketing-and-sales-risks-during-the-pandemic","2020-10-12",{"title":5225,"description":5219},"Pharma and Healthcare Companies: Reduce Marketing and Sales Risks During the Pandemic | Mobile Locker","articles/pharma-and-healthcare-companies-reduce-marketing-and-sales-risks-during-the-pandemic","6MFCa6M1o7s3GwJ-4IHbagP0jCYJK9KHxvR3L7sB6H4",{"id":5229,"title":5230,"author":7,"body":5231,"categories":5318,"description":5319,"extension":170,"heroImage":5320,"heroImageAlt":5230,"meta":5321,"navigation":173,"path":5322,"publishedAt":5323,"seo":5324,"stem":5326,"tags":179,"updatedAt":179,"__hash__":5327},"articles/articles/pharma-and-med-tech-marketing-2020-in-review.md","Pharma and Med Tech Marketing: 2020 in Review",{"type":9,"value":5232,"toc":5311},[5233,5236,5239,5242,5246,5249,5252,5256,5259,5262,5265,5272,5276,5279,5282,5285,5288,5292,5295,5298,5302,5305,5308],[17,5234,5235],{},"Pharmaceutical and medical technology marketing and communications have changed at a faster pace in 2020 than ever before. This is despite — or maybe partly because of — the COVID-19 pandemic.",[17,5237,5238],{},"However, this year hasn’t only been about the coronavirus.",[17,5240,5241],{},"Here are some of the top marketing and communication trends Mobile Locker has seen our clients leverage this year. How many of these strategies and tactics are you using? How many do you plan to take advantage of in the year ahead? ",[12,5243,5245],{"id":5244},"_1-support-for-telemedicine-and-online-care-became-a-top-priority","1. Support for telemedicine and online care became a top priority.",[17,5247,5248],{},"Like many aspects of life during the pandemic, medical treatment has moved online. This was something that began before COVID-19, but many patients and healthcare professionals were uncomfortable with the concept. When concerns about the coronavirus made virtual medical consultations the only way for patients and doctors to meet, they found out it can be a safe and effective way to seek out — and deliver — quality care.",[17,5250,5251],{},"This has changed how pharmaceutical and healthcare businesses support the medical professionals they work with. The ones that provide doctors and nurses with the best tools and resources to support their online patient interactions have taken leadership positions, while their slower and less responsive competitors have fallen behind.",[12,5253,5255],{"id":5254},"_2-content-is-king-again","2. Content is king. Again.",[17,5257,5258],{},"Content has been king for a long time now. However, as more and more sales and healthcare-related interactions take place online, it’s important for pharmaceutical and med-tech firms to have the best information, packaged and presented as effectively as possible for the virtual realm. ",[17,5260,5261],{},"Brochures, slide presentations and flip charts used to be okay when meetings took place in person. Since the pandemic made it necessary for sales and training interactions to take place via Zoom and other online channels, videos, virtual demonstrations and flexible presentations have become critical components of doing business. ",[17,5263,5264],{},"The same has become true when it comes to patient communications. Pharma and med-tech companies that have the most engaging and effective online information are more likely to get people to ask doctors about their products. The ones with the best communication and education tools are more likely to get medical professionals to recommend their offerings to patients.",[17,5266,5267,5268,5271],{},"One of the things we’ve found is that the firms we work with find value in leveraging the ",[81,5269,1228],{"href":83,"rel":5270},[85]," to monitor the effectiveness of their content. This year, they churned out new material at record levels. Our app gives them the power to find out if it’s performing as intended in real-time. If not, it makes it possible to fix things on the fly and make them better.",[12,5273,5275],{"id":5274},"_3-artificial-intelligence-ai-and-marketing-automation-ma-finally-take-hold","3. Artificial intelligence (AI) and marketing automation (MA) finally take hold.",[17,5277,5278],{},"After years of fits and starts, artificial intelligence and marketing automation are finally being used in meaningful ways in the pharmaceutical and medical technology industries. From helping salespeople better qualify prospects to predicting which types of patients could benefit from their products, AI is being used in countless ways in many of the businesses we work with.",[17,5280,5281],{},"Marketing automation makes it possible for these companies to leverage the insights gained through their artificial intelligence systems to quickly and accurately market to and communicate with clients, prospects, and patients.  ",[17,5283,5284],{},"AI almost instantly analyzes data and comes up with insights that would have taken weeks — or even months — to do just a year or two ago. MA allows firms to act on those insights in days, rather than weeks or months. Taken together, these two powerful technologies allow the organizations that know how to use them right to be far more responsive and beat competitors who are not leveraging AI or MA or don’t know how to use them correctly.",[17,5286,5287],{},"If your company isn’t taking advantage of these powerful technologies, they should be part of your 2021 plan.",[12,5289,5291],{"id":5290},"_4-featured-snippets-drive-business","4. Featured snippets drive business.",[17,5293,5294],{},"This year, Google accelerated the trend of delivering more results via featured snippets. They’re the short answers to questions that pop up at the top of many search results. Pharma and med-tech companies are battling it out to come up with the snippets Google selects when people search for answers to questions about healthcare issues.",[17,5296,5297],{},"While it can be difficult to boil down many medical concepts into concise snippets, the companies that can do this well will be able to drive more traffic to their websites, which can contribute to an increase in sales. Those that aren’t able to optimize this aspect of their online search strategy will limit their opportunities.",[12,5299,5301],{"id":5300},"_5-use-of-digital-video-increases","5. Use of digital video increases.",[17,5303,5304],{},"Marketers and communicators in the medical field used to think that people would take information seriously if it was presented as a formal written narrative, whether online or in print. Video was considered too frivolous a medium to deliver information about health conditions.",[17,5306,5307],{},"This is the year the scale tipped in favor of video delivery. The older generation of readers has become far more comfortable watching videos to learn things about all aspects of their lives. Younger people have grown up watching them and don’t know anything else. Add to this the fact that devices and increased streaming bandwidth have made watching videos online a convenient and enjoyable experience. It’s the perfect way to explain complex concepts and make them easy to understand.",[17,5309,5310],{},"If your organization hasn’t made video a priority, you should take a look at your 2021 marketing and communication plan to find opportunities to leverage it. It’s what medical professionals and patients expect, so it only makes sense to provide it to them.",{"title":158,"searchDepth":159,"depth":159,"links":5312},[5313,5314,5315,5316,5317],{"id":5244,"depth":159,"text":5245},{"id":5254,"depth":159,"text":5255},{"id":5274,"depth":159,"text":5275},{"id":5290,"depth":159,"text":5291},{"id":5300,"depth":159,"text":5301},[167],"Check out all the marketing and communications trends from 2020 and learn how they could impact the year ahead.","/assets/articles/images/2020-in-review-1.jpg",{},"/articles/pharma-and-med-tech-marketing-2020-in-review","2020-12-03",{"title":5325,"description":5319},"Pharma and Med Tech Marketing: 2020 in Review | Mobile Locker","articles/pharma-and-med-tech-marketing-2020-in-review","gHpyBts_KBKwBt4NYF0YR1BaSFFVa0IZiQVEpRL5R6o",{"id":5329,"title":5330,"author":7,"body":5331,"categories":5452,"description":5453,"extension":170,"heroImage":5454,"heroImageAlt":5330,"meta":5455,"navigation":173,"path":5456,"publishedAt":4913,"seo":5457,"stem":5459,"tags":179,"updatedAt":179,"__hash__":5460},"articles/articles/play-the-sales-game-like-a-super-bowl-superstar.md","Play the Sales Game Like a Super Bowl Superstar",{"type":9,"value":5332,"toc":5445},[5333,5339,5342,5346,5352,5355,5358,5363,5370,5374,5377,5380,5383,5388,5392,5395,5398,5401,5415,5419,5422,5425,5430,5434,5437,5440],[17,5334,5335,5336],{},"The Super Bowl is an aggressive, full contact, cut-throat competition. ",[54,5337,5338],{},"So is selling.",[17,5340,5341],{},"Here are five things you can learn from top NFL teams that will help you — and everyone in your sales organization — sell like a superstar.",[12,5343,5345],{"id":5344},"_1-have-a-plan","1. Have a plan.",[17,5347,5348,5349],{},"What are the chances of making it to the end zone if a team doesn’t have a plan and playbook to get them there? ",[220,5350,5351],{},"Exactly.",[17,5353,5354],{},"The same is true when it comes to winning the sales game.",[17,5356,5357],{},"You need a comprehensive plan that defines and guides your overall sales process, along with a playbook that explains how to handle individual selling situations. Without these things, your dealing with chaos on the sales field, leaving your competitors an opening to steal the deal away from you.",[17,5359,5360,364],{},[220,5361,5362],{},"If you haven’t defined and documented your end-to-end sales process, make it a priority. Once you do, develop a playbook that includes key talking points, FAQs, ways to overcome objections and recommended collateral for every step of your sales process.",[17,5364,5365,5366,5369],{},"Run your selling program through a ",[81,5367,1912],{"href":927,"rel":5368},[85],". It will ensure that everyone on your team is playing at their peak.",[12,5371,5373],{"id":5372},"_2-practice-the-hand-off","2. Practice the hand-off.",[17,5375,5376],{},"Football teams have quarterbacks and running backs. Two different types of athletes with different skills performing very different functions. The same should be true of the people on your sales team.",[17,5378,5379],{},"Every top sales organization has excellent relationship builders, great explainers and killer closers. It’s rare that anyone individual has all these skills.",[17,5381,5382],{},"Identify who on your team is good at what. Once you do, figure out a process for transferring responsibilities from one person to another through the sales process. Figure out how to give the buyer the optimal experience while making the most of your talent so you close more deals. ",[17,5384,5385],{},[220,5386,5387],{},"Smooth handoffs put more points on the board.",[12,5389,5391],{"id":5390},"_3-control-emotions","3. Control emotions.",[17,5393,5394],{},"Teams that miss the playoffs train and practice, but let emotions get in the way of ultimate success. Anger, fear, extreme exuberance and other emotions cause them to lose focus and make mistakes that lead to losses.",[17,5396,5397],{},"Super Bowl teams also train and practice, but the players on them are able to keep their emotions in check, even when a 300 plus pound linebacker is heading their way.",[17,5399,5400],{},"Successful salespeople should be trained to do the same. They must practice their sales pitches and figure out how to calmly and clearly overcome buyer objections when they come up. There’s nothing worse than a rep dropping the ball, not being able to respond to customer queries.",[17,5402,5403,482,5406,482,5412,364],{},[220,5404,5405],{},"Coming up with a list of responses to common objections will help you and the others on your team to recover from fumbles and put points on the board. Distribute them through a",[81,5407,5409],{"href":927,"rel":5408},[85],[220,5410,5411],{},"sales enablement system like Mobile Locker’s",[220,5413,5414],{},"to make them available any place, any time, whenever questions or objections could block a deal.",[12,5416,5418],{"id":5417},"_4-respect-the-competition","4. Respect the competition.",[17,5420,5421],{},"Every team thinks they’re the best and they should. It’s great to feel confident. Still, it’s a mistake to take any other team for granted.",[17,5423,5424],{},"It’s not enough to be able to perfectly execute the sales tactics in your own playbook. You also need to know the strengths and weaknesses of your competitors and figure out how to exploit them. It’s the only way you and your team can position your products and services so they’re viewed by buyers in the best light. It also gives you the information needed to plan for questions and objections.",[17,5426,5427],{},[220,5428,5429],{},"A little research on the other businesses you’re competing against could go a long way toward preparing to play against their strengths and take advantage of the holes in their line-up.",[12,5431,5433],{"id":5432},"_5-play-every-game-like-its-the-super-bowl","5. Play every game like it’s the Super Bowl.",[17,5435,5436],{},"Even football hall-of-famers have bad days, but they never use it as an excuse to play at less than their best. To make it to the Super Bowl, they approach every game leading up to it like it is the ultimate championship showdown. It’s the only way to prevent losses that could keep them out of the playoffs.",[17,5438,5439],{},"As a salesperson and team, you have to adopt the same mindset. Every call, meeting, and interaction has to be played like it’s for the close. In the same way that every play that leads to a touchdown matters, every perception a buyer has of you, your team, and your business contributes to their decision about whether to work with you. Any fumble along the way could give them a reason to give the win to one of your competitors.",[17,5441,5442],{},[220,5443,5444],{},"Handling every client interaction like an MVP will lead to a winning sales record.",{"title":158,"searchDepth":159,"depth":159,"links":5446},[5447,5448,5449,5450,5451],{"id":5344,"depth":159,"text":5345},{"id":5372,"depth":159,"text":5373},{"id":5390,"depth":159,"text":5391},{"id":5417,"depth":159,"text":5418},{"id":5432,"depth":159,"text":5433},[400,660,661],"The Super Bowl is an aggressive, full contact, cut-throat competition. So is selling. Here are five things you can learn from top NFL teams that will help you —","/assets/articles/images/image1-7-1.jpeg",{},"/articles/play-the-sales-game-like-a-super-bowl-superstar",{"title":5458,"description":5453},"Play the Sales Game Like a Super Bowl Superstar | Mobile Locker","articles/play-the-sales-game-like-a-super-bowl-superstar","T-lMPN3Zi_F_aVxjsPMWV-cMkO_9_1ht5Up3AcGAsj8",{"id":5462,"title":5463,"author":7,"body":5464,"categories":5634,"description":5635,"extension":170,"heroImage":5636,"heroImageAlt":5463,"meta":5637,"navigation":173,"path":5638,"publishedAt":5639,"seo":5640,"stem":5642,"tags":179,"updatedAt":179,"__hash__":5643},"articles/articles/selling-is-all-messed-up-in-this-strange-new-world-heres-how-to-make-things-right.md","Selling is All Messed Up in This Strange New World. Here’s How to Make Things Right.",{"type":9,"value":5465,"toc":5623},[5466,5469,5480,5483,5486,5489,5493,5496,5499,5510,5513,5516,5523,5527,5530,5533,5536,5539,5543,5546,5549,5553,5556,5560,5563,5567,5570,5573,5577,5580,5583,5586,5589,5592,5596,5599,5602,5606,5609,5620],[17,5467,5468],{},"How were you spending your days just a few months ago?",[27,5470,5471,5474,5477],{},[30,5472,5473],{},"Lining up sales meetings?",[30,5475,5476],{},"Traveling to meet with clients?",[30,5478,5479],{},"Having lunch with new prospects?",[17,5481,5482],{},"What used to seem so right is now so completely WRONG.",[17,5484,5485],{},"So you’re hanging at home, trying to figure out what to do next.",[17,5487,5488],{},"Here are some things to think about that will help you find a new direction.",[12,5490,5492],{"id":5491},"_1-acknowledge-that-many-of-the-things-you-did-yesterday-might-not-be-right-for-today","1. Acknowledge that many of the things you did yesterday might not be right for today.",[17,5494,5495],{},"The world’s been turned up-side-down. Things that resonated yesterday, a week ago or last month may feel tone deaf today. It’s like Alice in Wonderland made real.",[17,5497,5498],{},"Good marketers and sales reps make customers their number one priority. It’s more important than ever to put yourself in your buyers’ shoes. How have the needs and priorities of your prospective customers evolved since coronavirus changed everything?",[17,5500,5501,5502,5505,5506,5509],{},"Ask yourself: Are they now dealing with more risks to their survival or have they been presented with awesome new opportunities? In other words, are they a ",[220,5503,5504],{},"catering hall owner"," or a ",[220,5507,5508],{},"toilet paper manufacturer","? One is struggling for survival. The other is struggling to keep up with unexpected demand.",[17,5511,5512],{},"With economic changes as dramatic as we’re experiencing right now, your value proposition may no longer be right for today’s world. It could be time to tweak — or completely change — it.",[17,5514,5515],{},"Start by reviewing your buyer personas. Revise them if they no longer reflect the mindsets or everyday realities of your customers. Then figure out what value you provide to them in today’s world. Update your value proposition, key messages and sales process so they align with where your buyers’ heads are at right now. It will help you connect with them no matter how things change.",[17,5517,5518,482,5520],{},[54,5519,481],{},[220,5521,5522],{},"Day to day, nothing stays the same. It may be necessary to update your personas, messages and sales process every few months or more. It’s the only way you’ll be able to stay valid.",[12,5524,5526],{"id":5525},"_2-admit-that-content-that-closed-deals-last-month-could-close-doors-today","2. Admit that content that closed deals last month could close doors today.",[17,5528,5529],{},"Have you seen a commercial lately that feels really off? Maybe it features a group of friends hanging out together. Or people attending a sporting event. What used to seem like fun, now seems… dangerous.",[17,5531,5532],{},"The same could be true with your marketing and sales materials. Are you still using the same old stuff in a brave new world? ",[17,5534,5535],{},"It could be time to make changes.",[17,5537,5538],{},"The good news: Everything you’re doing now is virtual, so updating materials should be relatively fast, easy and inexpensive. It could be the most important thing you do. Being sensitive about how you present your business and brand could go a long way to bringing in new customers and not alienating potential buyers forever.",[12,5540,5542],{"id":5541},"_3-the-things-people-object-to-and-the-questions-they-ask-may-have-changed","3. The things people object to, and the questions they ask, may have changed.",[17,5544,5545],{},"Do you provide sales reps with tools like answers to common questions and ways to deal with buyer objections? They’re probably no longer valid. You could be leaving salespeople in a vulnerable position if you haven’t rethought them based on today’s realities. ",[17,5547,5548],{},"Go back to your revised buyer personas and think about what the people represented in them could ask, or why they may not want to purchase from you now. Then come up with new answers and responses. Doing this as soon as possible will give you a jump on the competition and help you make more sales.",[12,5550,5552],{"id":5551},"_4-change-your-tone","4. Change your tone.",[17,5554,5555],{},"In normal times, confidence is key to closing deals. Right now, it might not be. In times like these, empathy, honesty, transparency and vulnerability are more important. Train reps on how to make new, better and more lasting relationships by connecting based on common challenges. Winning is no longer important. Neither is being THE expert. Engaging in honest conversations is.",[12,5557,5559],{"id":5558},"_5-location-makes-a-difference","5. Location makes a difference.",[17,5561,5562],{},"If you do business in different places, how you market or sell in each may need to change. Trying to connect with people in hard-hit locations like New York could be very different from selling in places that have not been as heavily impacted by COVID-19. In some cities, life is dominated by the crisis. In others, it may be something they’ve only seen in the news. Your approach and messaging should be adjusted to address the sensitivities and realities of each.",[12,5564,5566],{"id":5565},"_6-where-are-you-marketing-your-business","6. Where are you marketing your business?",[17,5568,5569],{},"Have you updated your media plan? It could be time. Where people engage with content has changed in this environment, Use of “softer” social media channels like Facebook and Instagram is up. (People are looking for comfort and opportunities to share.) The use of job-related ones like LinkedIn is down despite high unemployment. (Who needs another dose of reality right now?) ",[17,5571,5572],{},"People may be spending more time keeping up with general news rather than reading or viewing industry updates. Plus, people looking for connection may be more likely to respond to email and phone calls compared with “normal” times. Leverage these opportunities to connect with more customers.",[12,5574,5576],{"id":5575},"_7-never-express-frustration","7. Never express frustration.",[17,5578,5579],{},"Has someone broken an appointment with you? Have you had a deal scuttled at the last minute?",[17,5581,5582],{},"In the old days, just a month or two ago, you might have been emotional about it.",[17,5584,5585],{},"You can’t afford negative emotion any more.",[17,5587,5588],{},"That cancelled appointment may have been because of a personal or family health emergency. The failed sale could have been the result of a sudden business downturn or failure to secure a critical loan or line of credit.",[17,5590,5591],{},"These days, consider it a win when you are able to maintain a connection with prospects or clients. Getting to second base may be the best you can do right now. The home run might finally happen after restrictions are lifted.",[12,5593,5595],{"id":5594},"_8-collaborate-dont-pitch","8. Collaborate, don’t pitch.",[17,5597,5598],{},"People are less focused than ever. Working from home while educating kids makes it hard for people to pay attention and concentrate. They won’t be able to take in information from traditional sales presentations.",[17,5600,5601],{},"Adjust how you sell to break through. Find ways to be more collaborative so the sales process becomes a sales journey you experience together. It’s the only way you’ll feel sure that prospects are taking in and hearing what you have to say.",[12,5603,5605],{"id":5604},"_9-invest-in-the-right-tools","9. Invest in the right tools.",[17,5607,5608],{},"Need help working and collaborating in today’s fast-changing world? Mobile Locker’s app could help. It provides everything you need to:",[27,5610,5611,5614,5617],{},[30,5612,5613],{},"develop marketing and sales content virtually",[30,5615,5616],{},"distribute it to reps and train them on it any place, any time",[30,5618,5619],{},"monitor its effectiveness in real-time",[17,5621,5622],{},"The Mobile Locker platform provides everything required to market, engage, and sell in today’s new and ever-changing world. Contact a friendly and helpful Mobile Locker rep to find out how we can help you succeed in this strange new world of sales and beyond.",{"title":158,"searchDepth":159,"depth":159,"links":5624},[5625,5626,5627,5628,5629,5630,5631,5632,5633],{"id":5491,"depth":159,"text":5492},{"id":5525,"depth":159,"text":5526},{"id":5541,"depth":159,"text":5542},{"id":5551,"depth":159,"text":5552},{"id":5558,"depth":159,"text":5559},{"id":5565,"depth":159,"text":5566},{"id":5575,"depth":159,"text":5576},{"id":5594,"depth":159,"text":5595},{"id":5604,"depth":159,"text":5605},[660],"Learn how you can get your sales operation back on track during this “topsy turvy” environment.","/assets/articles/images/covid-selling-1.jpg",{},"/articles/selling-is-all-messed-up-in-this-strange-new-world-heres-how-to-make-things-right","2020-05-06",{"title":5641,"description":5635},"Selling is All Messed Up in This Strange New World. Here’s How to Make Things Right. | Mobile Locker","articles/selling-is-all-messed-up-in-this-strange-new-world-heres-how-to-make-things-right","oIIT7qY7JWTRuYDXPr67BWuMYAe2H1L0wBpiMTw8iY0",{"id":5645,"title":5646,"author":7,"body":5647,"categories":5796,"description":5797,"extension":170,"heroImage":5798,"heroImageAlt":5646,"meta":5799,"navigation":173,"path":5800,"publishedAt":5801,"seo":5802,"stem":5804,"tags":179,"updatedAt":179,"__hash__":5805},"articles/articles/ten-industry-trends-pharma-marketers-need-to-know-about-now.md","Ten Industry Trends Pharma Marketers Need to Know About Now.",{"type":9,"value":5648,"toc":5784},[5649,5652,5656,5659,5675,5679,5682,5686,5689,5693,5696,5700,5703,5716,5720,5723,5727,5730,5734,5737,5741,5744,5748,5751,5768],[17,5650,5651],{},"The pharmaceutical industry changes faster than almost any other and the pace of change is only accelerating. Here are some top pharma trends marketers should be aware of. Knowing about these things will help you prepare for the marketing and communication issues you will likely face in the year ahead and beyond.",[12,5653,5655],{"id":5654},"_1-covid-19-encourages-industry-wide-collaboration","1. COVID-19 encourages industry-wide collaboration.",[17,5657,5658],{},"The coronavirus pandemic has dominated the news —and the pharma industry — for most of the last year and there’s no sign that will change. COVID-19 has forced closer collaboration between people and organizations across the industry so they can respond to the pandemic as quickly as possible. Experts all over the world have been able to learn from each other and the research and testing they’re doing. This has proved valuable when it comes to combating coronavirus and its spread, and it’s likely to become a standard way of doing business in the years ahead. ",[17,5660,5661,482,5663,482,5666,482,5672],{},[54,5662,1218],{},[220,5664,5665],{},"A sales enablement system provides a secure way for people working in and across pharmaceutical companies to collaborate?",[81,5667,5669],{"href":153,"rel":5668},[85],[220,5670,5671],{},"Contact a Mobile Locker representative",[220,5673,5674],{},"to learn more.",[12,5676,5678],{"id":5677},"_2-pharma-companies-are-putting-more-focus-on-customers-and-their-individual-needs","2. Pharma companies are putting more focus on customers and their individual needs.",[17,5680,5681],{},"In an industry that’s constantly becoming more competitive, most businesses have found that it pays to focus on individual customers and their specific needs. At a time when medical professionals and patients have more choices than ever, speaking directly to them about the things they care about, using language they understand, will help your business and products stand out. This is especially important when there’s a whole lot of similarity and overlap in product offerings. Marketers should become masters at customization and personalization to make the most of this trend.",[12,5683,5685],{"id":5684},"_3-network-building-will-continue-at-pace","3. Network building will continue at pace.",[17,5687,5688],{},"Leaders at pharma businesses are realizing their companies can’t go it alone. They’re entering into contractual agreements that allow their organizations to become more efficient, increase speed to market and expand globally. This will continue for the foreseeable future as businesses seek greater flexibility so they stay competitive. ",[12,5690,5692],{"id":5691},"_4-new-technologies-will-continue-to-be-rolled-out","4. New technologies will continue to be rolled out.",[17,5694,5695],{},"Tech innovations are impacting how drugs are developed along with how they’re distributed through the supply chain in big ways. They also make it possible to market and sell products better and serve customers more effectively. It’s important for marketers to stay up to date on these trends so they understand how to provide the businesses they work for with a competitive advantage in the marketplace.",[12,5697,5699],{"id":5698},"_5-use-of-digital-marketing-continues-to-grow","5. Use of digital marketing continues to grow.",[17,5701,5702],{},"The coronavirus pandemic has accelerated the movement of marketing and sales activities from in person interactions to virtual experiences. Marketers who know how to fully leverage the data collected by digital customer interactions are more likely to beat the competition. That’s because they’re able to create customized marketing campaigns and sales presentations that are more likely to resonate with prospective customers, which will help increase sales.",[17,5704,5705,482,5707,482,5710],{},[54,5706,1218],{},[220,5708,5709],{},"A sales enablement app like Mobile Locker’s provides real time data on the effectiveness of marketing materials and sales collateral?",[81,5711,5713],{"href":887,"rel":5712},[85],[220,5714,5715],{},"Learn how this could benefit your organization.",[12,5717,5719],{"id":5718},"_6-value-propositions-will-need-to-be-rethought-and-revised","6. Value propositions will need to be rethought and revised.",[17,5721,5722],{},"In a competitive environment like we’re living in today, it’s often the case that the drug or company with the clearest and most compelling value proposition will win out. Extra points if it can be communicated in an easy-to-understand way. Marketers must be prepared to work with their product and sales partners to update value propositions in the year ahead and beyond.",[12,5724,5726],{"id":5725},"_7-customers-demand-to-be-heard","7. Customers demand to be heard.",[17,5728,5729],{},"People today are used to being asked their opinions. They provide online ratings and reviews for virtually everything — from restaurants to the stuff they buy on Amazon. They expect the same from pharmaceutical providers. Make it easy for medical professionals and individuals to provide feedback on everything, including their experiences with your products and the service they receive from your sales and customer service representatives. Make sure you have processes and procedures in place to respond to the feedback you receive. Also have a plan.        for how you will leverage feedback to improve your marketing, communications, sales process and customer service. Otherwise, asking for feedback is just a waste of time.",[12,5731,5733],{"id":5732},"_8-electronic-health-records-become-more-valuable","8. Electronic health records become more valuable.",[17,5735,5736],{},"Electronic health records have become more common over the last few years. If privacy concerns are respected, they could be used to supply doctors and patients with meaningful information. This will take patient engagement to a whole new level beyond old school brochures or generic websites. Marketers need to understand how they can use electronic patient data in legal and compliant ways to improve their communication activities.",[12,5738,5740],{"id":5739},"_9-innovative-therapies-are-likely-to-impact-pharmaceutical-businesses","9. Innovative therapies are likely to impact pharmaceutical businesses.",[17,5742,5743],{},"Thinking ahead into the future, gene and cell, and other novel therapies, are rapidly becoming factors that could disrupt pharmaceutical companies. Marketers must carve out time every now and then to brainstorm with their product and sales partners. They should use the time to consider what could impact their business now and in the future. It’s the best way to prepare for what could lie ahead.",[12,5745,5747],{"id":5746},"_10-artificial-intelligence-gains-superpower-status","10. Artificial intelligence gains superpower status.",[17,5749,5750],{},"Pharma companies are becoming more dependent on artificial intelligence every day. They’re using it to gather, analyze, classify and gain insights about massive volumes of data. This could be used to:",[27,5752,5753,5756,5759,5762,5765],{},[30,5754,5755],{},"Predict outcomes and come up with recommendations for the next best actions that medical professionals could take with patients. ",[30,5757,5758],{},"Anticipate patient adherence to their regimens.",[30,5760,5761],{},"Help patients gain better control over their health.",[30,5763,5764],{},"Provide more valuable insights to sales reps.",[30,5766,5767],{},"Recognize trends that could impact businesses.",[17,5769,5770,482,5772,482,5775,482,5781],{},[54,5771,1218],{},[220,5773,5774],{},"A sales enablement platform like Mobile Locker’s can be thought of as artificial intelligence for marketers? It takes complex data about your marketing and sales support initiatives and provides clear, easy-to-understand reporting about what’s working and what’s not.",[81,5776,5778],{"href":153,"rel":5777},[85],[220,5779,5780],{},"Contact a knowledgeable Mobile Locker representative",[220,5782,5783],{},"to find out how our software could benefit your business.",{"title":158,"searchDepth":159,"depth":159,"links":5785},[5786,5787,5788,5789,5790,5791,5792,5793,5794,5795],{"id":5654,"depth":159,"text":5655},{"id":5677,"depth":159,"text":5678},{"id":5684,"depth":159,"text":5685},{"id":5691,"depth":159,"text":5692},{"id":5698,"depth":159,"text":5699},{"id":5718,"depth":159,"text":5719},{"id":5725,"depth":159,"text":5726},{"id":5732,"depth":159,"text":5733},{"id":5739,"depth":159,"text":5740},{"id":5746,"depth":159,"text":5747},[167,168],"Take a peek into the future. Check out ten things marketers in the pharmaceutical industry should be preparing for now.","/assets/articles/images/pharma-trends-1.jpg",{},"/articles/ten-industry-trends-pharma-marketers-need-to-know-about-now","2020-10-27",{"title":5803,"description":5797},"Ten Industry Trends Pharma Marketers Need to Know About Now. | Mobile Locker","articles/ten-industry-trends-pharma-marketers-need-to-know-about-now","GFa6MU0a6JmPeiyEV4236OpjULldKQp1Kcv-5C2DoIY",{"id":5807,"title":5808,"author":7,"body":5809,"categories":5928,"description":5929,"extension":170,"heroImage":5930,"heroImageAlt":5808,"meta":5931,"navigation":173,"path":5932,"publishedAt":5933,"seo":5934,"stem":5936,"tags":179,"updatedAt":179,"__hash__":5937},"articles/articles/texting-and-other-novel-ways-healthcare-firms-are-connecting-with-medical-professionals.md","Texting and Other Novel Ways Healthcare Firms are Connecting with Medical Professionals",{"type":9,"value":5810,"toc":5924},[5811,5817,5820,5823,5831,5834,5837,5841,5844,5847,5858,5861,5865,5868,5871,5909],[17,5812,5813,5814],{},"People working in the pharmaceutical and medical technology industries are never allowed to take a break, even during a pandemic. Medications, vaccinations, and new technologies to help relieve all kinds of illnesses, disorders, and diseases continue to be discovered, developed, produced, tested, marketed, and communicated about. Existing offerings have to be promoted to new consumers. ",[220,5815,5816],{},"Healthcare doesn’t take a holiday.",[17,5818,5819],{},"The world may be hunkered down against the pandemic, but pharma and med-tech businesses still have to market to — and communicate with — medical professionals and patients.",[17,5821,5822],{},"Like most things these days, the healthcare industry has been forced to evolve over the last year. It has moved into the digital realm in ways no one could have imagined at the beginning of 2020. ",[27,5824,5825,5828],{},[30,5826,5827],{},"Telemedicine and virtual doctor appointments have become everyday things. And it looks like patients won’t be willing to return to the doctor’s office or clinic if they don’t have to, even when COVID-19 is no longer a threat.",[30,5829,5830],{},"In-person conversations between doctors and salespeople — once the norm — have all but disappeared. And it seems unlikely that they’ll ever come back.",[17,5832,5833],{},"In our current reality, and for the foreseeable future, communications have gone almost entirely virtual. This has forced pharma and med-tech marketers and sales teams to quickly regroup, reevaluate, and refocus their energies on multichannel digital campaigns. ",[17,5835,5836],{},"Unable to visit medical practices, clinics and hospitals, reps are now launching new offerings and promoting existing ones virtually, leveraging novel tactics, including text messaging.",[12,5838,5840],{"id":5839},"texting-isnt-new-to-pharma-and-med-tech-but-use-is-really-taking-off","Texting isn’t new to pharma and med tech. But use is really taking off.",[17,5842,5843],{},"It may seem incongruous that a simplistic medium like text messaging is being used to market and communicate about complex drug and technology offerings. ",[17,5845,5846],{},"However, marketers and communicators have proven that SMS opportunities are only limited by creativity, imagination, business needs, and legal and compliance constraints.",[27,5848,5849,5852,5855],{},[30,5850,5851],{},"Some companies are airing direct-to-consumer ads that offer attractive discounts to people who text them. It’s proven to be an awesome way for firms to make new connections with consumers.",[30,5853,5854],{},"Others are leveraging it to send out refill and maintenance notices, which helps ensure they don’t lose customers.",[30,5856,5857],{},"Some are texting patients with recommendations for related product offerings, which can help grow their current relationships.",[17,5859,5860],{},"When it comes to interacting with medical professionals, sometimes a thoughtful text message sent at the right time is the only way for reps to stay top-of-mind during these hectic times in the healthcare industry.",[12,5862,5864],{"id":5863},"its-critical-to-reach-doctors-how-they-want-when-they-want","It’s critical to reach doctors how they want, when they want.",[17,5866,5867],{},"Detailing, the practice of promoting drugs and medical devices to doctors one-on-one at conferences, meetings, and events, has been THE way of doing business for decades. These multi-billion dollar initiatives came to a crashing halt over the past year.",[17,5869,5870],{},"Still, that hasn’t stopped pharma and med-tech companies and their reps from reaching out to medical professionals and connecting with them during the pandemic. Some of the most effective ways they’re doing this include:",[27,5872,5873,5876,5879,5882,5885,5888,5891,5894,5897,5900,5903,5906],{},[30,5874,5875],{},"Getting mentioned in unbiased medical journal articles.",[30,5877,5878],{},"Having data about products referenced in studies.",[30,5880,5881],{},"Sending timely and helpful emails about current healthcare issues and opportunities.",[30,5883,5884],{},"Having product information readily accessible online so medical professionals can find it when they need it.",[30,5886,5887],{},"Providing doctors with only the information they want and not overloading busy medical professionals with things that they haven’t asked for.",[30,5889,5890],{},"Segmenting lists so promotional messages only go to the people they apply to. For example, pediatric drugs are only promoted to pediatricians and family doctors, not geriatricians.",[30,5892,5893],{},"Optimizing web performance so people don’t have to wait when they click on a link. Busy medical professionals will give up if they can’t access a page on your site quickly.",[30,5895,5896],{},"Leveraging meeting reminders to help ensure that doctors attend virtual meetings or cancel them if something else comes up. This can go a long way toward improving the efficiency of sales reps.",[30,5898,5899],{},"Following up on interactions immediately. If you don’t get busy medical practitioners what they need right away, you’re likely to lose them and your chance to do business with them.",[30,5901,5902],{},"Using text messages to alert doctors that you sent them an email or left a voicemail message for them. It will help prevent those communications from getting lost on a busy day.",[30,5904,5905],{},"Providing live chat functionality on websites so medical professionals can get answers to their questions right away.",[30,5907,5908],{},"Taking a multimedia approach to launching new products. If you don’t reach medical professionals through one channel, you might in another. Plus, repeated exposure makes it more likely they’ll take action.",[17,5910,5911,5912,5914,5915,5918,5919,5923],{},"Our clients have found using these tactics to be a prescription for success now and it will likely continue to be the case for the foreseeable future. ",[3308,5913],{},"\nThey’ve also found that leveraging ",[81,5916,2900],{"href":83,"rel":5917},[85]," during these changing times makes it faster and easier for them to develop communications and campaigns and to monitor their effectiveness. It could give your organization the edge it needs to keep up with the latest marketing and communication trends and achieve success now and in the years ahead. ",[81,5920,5922],{"href":153,"rel":5921},[85],"Contact a friendly and helpful Mobile Locker representative"," to find out how we can help you.",{"title":158,"searchDepth":159,"depth":159,"links":5925},[5926,5927],{"id":5839,"depth":159,"text":5840},{"id":5863,"depth":159,"text":5864},[167],"Learn how pharma and med tech companies can use texting and other novel media to reach medical professionals and patients during the pandemic and beyond.","/assets/articles/images/texting-1.jpg",{},"/articles/texting-and-other-novel-ways-healthcare-firms-are-connecting-with-medical-professionals","2020-12-10",{"title":5935,"description":5929},"Texting and Other Novel Ways Healthcare Firms are Connecting with Medical Professionals | Mobile Locker","articles/texting-and-other-novel-ways-healthcare-firms-are-connecting-with-medical-professionals","Ms8YvXvghrvh_7whEXSfzZNu9gV28lJTrYxr-yVznK0",{"id":5939,"title":5940,"author":7,"body":5941,"categories":6105,"description":6106,"extension":170,"heroImage":6107,"heroImageAlt":5940,"meta":6108,"navigation":173,"path":6109,"publishedAt":6110,"seo":6111,"stem":6113,"tags":179,"updatedAt":179,"__hash__":6114},"articles/articles/the-future-of-b2b-selling-in-a-changing-world.md","The future of B2B selling in a changing world",{"type":9,"value":5942,"toc":6100},[5943,5950,5953,5962,5965,5969,5972,5975,5978,5981,5989,5993,6007,6011,6014,6017,6020,6023,6030,6048,6062,6069,6073,6076,6079,6082,6089],[17,5944,5945,5946,5949],{},"A lot of the information about selling in a COVID-19 — and economically uncertain — world has focused on ",[220,5947,5948],{},"consumer sales",". Because of stay at home orders and concerns about transmitting and catching the disease, the trend toward online buying and selling is accelerating at a pace few could have ever imagined. All kinds of businesses — from grocery stores to medical practices and gift shops to accountants — have quickly made the switch to online sales and service.",[17,5951,5952],{},"But what about businesses that sell to other businesses (B2B)? How are they adapting to changing times? ",[17,5954,5955,5956,5961],{},"According to ",[81,5957,5960],{"href":5958,"rel":5959},"https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-b2b-digital-inflection-point-how-sales-have-changed-during-covid-19#",[85],"a study by McKinsey",", B2B companies are also at a major sales turning point similar to business to consumer (B2C) companies. The study is wide-ranging, representing B2B operations of varying sizes in 11 countries across seven sectors. It found that B2B digital operations are becoming more prominent — and changing at a faster pace — than ever before. ",[17,5963,5964],{},"Here’s what you need to know about the McKinsey study, along with what you can do so your business can stay current and succeed in the digital realm in these challenging times.",[12,5966,5968],{"id":5967},"business-spending","Business spending",[17,5970,5971],{},"While some companies are currently reducing spend on things like everyday operations and marketing, a large number are maintaining or even increasing it.  ",[17,5973,5974],{},"According to the McKinsey study, for 85 percent of businesses, the rate of change in spend is less than 25 percent up or down, which is relatively minor considering today’s extreme circumstances. ",[17,5976,5977],{},"The companies that are most likely to increase spend are those in industries that have an opportunity to grow during the pandemic and recession. These include businesses in the pharmaceutical, healthcare, cleaning, remote technology, medical and media sectors. Those in dormant areas like hospitality and energy are typically cutting spend.",[17,5979,5980],{},"Another factor impacting business budgets is location, and how the COVID-19 pandemic is impacting individual cities, states or countries. Companies in areas that are recovering from the crisis view this as an opportunity to increase sales by upping spend in digital marketing and operations. Those in areas hit hard by it, are cutting budgets because they see little opportunity to sell in the months ahead, although building digital infrastructure now to use in the future could be a smart move.",[17,5982,5983,482,5986,364],{},[54,5984,5985],{},"Key takeaway:",[220,5987,5988],{},"Leverage these two things — industry opportunity and current COVID-19 realities — to help you decide how to handle your budget.",[17,5990,5991],{},[220,5992,4771],{},[27,5994,5995,6001],{},[30,5996,5997,5998],{},"Is the current situation providing you with opportunities to grow your business? ",[220,5999,6000],{},"If so, you should consider upping your budgets to take advantage of new chances to sell.",[30,6002,6003,6004],{},"Is the market you serve recovering from the pandemic? Is business activity increasing? ",[220,6005,6006],{},"It could be a good time to increase spend to take advantage of opportunities to sell to — and serve —  other businesses.",[12,6008,6010],{"id":6009},"digital-transformation","Digital transformation",[17,6012,6013],{},"As they look ahead, B2B companies that participated in the McKinsey survey said they view digital interactions with customers as two to three times more important than traditional sales connections.",[17,6015,6016],{},"The importance of digital for B2B companies has grown significantly over the last several years. It has dramatically increased since the COVID-19 crisis began.",[17,6018,6019],{},"The primary reason this is happening is business consumer demand. This includes a significant increase in B2B buyers doing more research online, engaging with social media, participating in virtual communities and events and taking advantage of digital apps. ",[17,6021,6022],{},"Because of requirements for working at home and concerns about coronavirus transmission, business buyers today are demonstrating a strong preference for self-service across the entire buying journey. This is a big difference from just a few months ago, when digital was key at the beginning of the buying process, but often supplanted by more traditional methods when it came time to close deals.",[17,6024,6025,6026,6029],{},"As more and more B2B buyers expect to serve themselves virtually, it’s critical for companies to not just allow customers to do business online, ",[220,6027,6028],{},"they must get it right."," Purchasers are no longer willing to accept less from their business buying experiences than they are from their personal purchases. ",[17,6031,6032,482,6035,482,6038,6045,364],{},[54,6033,6034],{},"Important point:",[220,6036,6037],{},"According to a",[81,6039,6042],{"href":6040,"rel":6041},"https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/four-pathways-to-digital-growth-that-work-for-b2b-companies",[85],[220,6043,6044],{},"recent McKinsey study",[220,6046,6047],{},", businesses that provide outstanding digital experiences to their B2B buyers are more than twice as likely to be chosen as a primary vendor than those who deliver poor experiences.",[17,6049,6050,6051,1929,6054,6057,6058,6061],{},"When it comes to getting it right, B2B customers expect three things from their digital buying journeys: ",[220,6052,6053],{},"speed",[220,6055,6056],{},"transparency"," and ",[220,6059,6060],{},"expertise",". This is particularly true during challenging times like these. With the improvements to B2B digital experiences accelerating at a faster clip than ever, most buyers are unwilling to accept issues like confusing websites, poor technical support, a time-consuming ordering process or difficulties in setting up payments. They’ll move on to a competitor rather than making do.",[17,6063,6064,482,6066],{},[54,6065,5985],{},[220,6067,6068],{},"The rapid shift to B2B virtual selling has been born out of pandemic-related necessity. However, it presents an opportunity for B2B businesses to break through. If you take a leadership position during this period of digital transformation, you could position your operation for success in the years and decades ahead.",[12,6070,6072],{"id":6071},"sales-team-integration","Sales team integration ",[17,6074,6075],{},"Almost 90 percent of B2B sales interactions have recently moved from in-person meetings to the virtual realm, including videoconferencing, phone and web-based engagements. While some skepticism among business owners remains, more than half believe this change has been equally or more effective than the sales tactics they used before the pandemic.",[17,6077,6078],{},"The fast and extraordinary shift to remote working caused by the coronavirus pandemic has had major implications for how companies sell to and buy from one another. Sales teams are completely changing how they engage with buyers in the current environment. They’re optimizing how to work together remotely, most by developing nerve centers that help facilitate long distance sales operations. ",[17,6080,6081],{},"Even more important than developing new processes and procedures, sales leaders are working hard to find sensitive ways to integrate digital interactions with those of actual reps. Leading B2B companies are the ones who are best able to make this work. They’re figuring out how to replace face-to-face interactions with videoconferences, webinars, phone calls and other virtual means. They understand the crucial role the human touch plays in the digital sales process.",[17,6083,6084,482,6086],{},[54,6085,5985],{},[220,6087,6088],{},"It’s not good enough to just adjust your regular sales process to move into the virtual realm. You should completely rethink it so it leverages the best that digital technologies can offer coupled with the human connection reps are able to offer to close deals.",[17,6090,6091,6094,6095,6099],{},[54,6092,6093],{},"Need help moving your business into the virtual sales realm?"," Mobile Locker has been helping businesses do that for a decade. ",[81,6096,6098],{"href":83,"rel":6097},[85],"Find out how our solution"," can speed your transformation into the digital sales realm while optimizing your interactions with business customers.",{"title":158,"searchDepth":159,"depth":159,"links":6101},[6102,6103,6104],{"id":5967,"depth":159,"text":5968},{"id":6009,"depth":159,"text":6010},{"id":6071,"depth":159,"text":6072},[400],"Find out the three areas you need to focus on to get B2B sales right, now.","/assets/articles/images/future-b2b-sales-1.jpg",{},"/articles/the-future-of-b2b-selling-in-a-changing-world","2020-06-17",{"title":6112,"description":6106},"The future of B2B selling in a changing world | Mobile Locker","articles/the-future-of-b2b-selling-in-a-changing-world","-dI1yFpAy1VlOUEybQpCIRxeIVJGezgeLzOD8A6bVqw",{"id":6116,"title":6117,"author":7,"body":6118,"categories":6236,"description":6238,"extension":170,"heroImage":6239,"heroImageAlt":6117,"meta":6240,"navigation":173,"path":6241,"publishedAt":6242,"seo":6243,"stem":6245,"tags":179,"updatedAt":179,"__hash__":6246},"articles/articles/the-future-of-trade-shows-it-wont-require-a-venue-to-have-an-event.md","The Future of Trade Shows? It Won’t Require a Venue to Have an Event",{"type":9,"value":6119,"toc":6231},[6120,6123,6126,6129,6132,6135,6138,6142,6145,6156,6159,6167,6174,6177,6180,6183,6186,6193,6197,6200,6203,6210,6214,6217,6224],[17,6121,6122],{},"The coronavirus pandemic has changed all aspects of sales and marketing, perhaps none more than trade shows and other types of in-person events.",[17,6124,6125],{},"No one can predict when people will be ready to get together again in groups.",[17,6127,6128],{},"However, it’s not all bad news. ",[17,6130,6131],{},"There are alternatives to in-person trade shows that will provide you with opportunities to introduce your products and services to people in the industries you serve.",[17,6133,6134],{},"What’s important is that you think outside the box. Go beyond what you’ve experienced before and consider what a trade show or event could possibly be. ",[17,6136,6137],{},"Here are some ideas to spark your imagination.",[12,6139,6141],{"id":6140},"virtual-trade-shows","Virtual trade shows.",[17,6143,6144],{},"Prior to the COVID-19 pandemic, trade shows and events were using technology to expand their reach. ",[27,6146,6147,6150,6153],{},[30,6148,6149],{},"Remote panelists were beamed in to participate in discussions.",[30,6151,6152],{},"People all over the world were able to watch keynote speeches and break out events and ask questions.",[30,6154,6155],{},"Reporters could conduct interviews with industry insiders from anywhere in the United States or the world.",[17,6157,6158],{},"Trade shows were already becoming networks housed at a conference venue, convention center, or hotel space, linked virtually to locations all over the globe.",[17,6160,6161,482,6164],{},[54,6162,6163],{},"The question:",[220,6165,6166],{},"Is the central in-person hub really necessary for the success of an event?",[17,6168,6169,482,6172],{},[54,6170,6171],{},"The answer:",[220,6173,2060],{},[17,6175,6176],{},"Rather than viewing the pandemic as a limitation, the crisis could provide opportunities to expand on the virtual trade show trend. It might make it possible to attract higher caliber speakers and panelists if they don’t have to travel and only need to give an hour or two of their time to participate. ",[17,6178,6179],{},"Companies could recreate their booths as virtual experiences that transition from group interactions to one-on-one meetings. Imagine a sales rep presenting your latest products and services, while people break off into their own chat spaces to meet individually and in smaller groups with other reps. ",[17,6181,6182],{},"Cocktail receptions could be recreated as zoom meetings that allow participants to enjoy a glass of wine with peers and industry experts all over the United States and globe from the comfort of their living rooms.",[17,6184,6185],{},"Your imagination is the only limit. ",[17,6187,6188,482,6190],{},[54,6189,2477],{},[220,6191,6192],{},"As people continue to work from home, there will be a pent-up desire to meet with others in their industry at virtual events. The first companies and industry groups that jump on this concept will be leaders in a trend that could last long into the future.",[12,6194,6196],{"id":6195},"webinars-webcasts-and-special-events","Webinars, webcasts, and special events.",[17,6198,6199],{},"Why not showcase your company’s expertise by inviting journalists, consumers and industry insiders to intriguing online events where they get to experience something new? People will be more willing to attend if the concept is attention-grabbing and the time commitment is only an hour or two.",[17,6201,6202],{},"When coming up with themes, don’t focus exclusively on the products or services you want to feature. Instead, find intriguing ways to position the benefits they provide. Instead of a webinar on the latest advancements in plexiglass, package it as a session revealing a proven way to keep cashiers and customers safe and secure during the pandemic. It will help drive interest and attendance and generate sales.",[17,6204,6205,482,6207],{},[54,6206,481],{},[220,6208,6209],{},"In the future, contingency planning will be more important than ever, even for virtual events. Who knows when the coronavirus could resurface, preventing panelists or speakers from being able to participate? Think through all eventualities and have backups and contingencies for anything that could happen. Make sure you have clauses in your contracts to handle cancellations and other eventualities.",[12,6211,6213],{"id":6212},"remote-games","Remote games.",[17,6215,6216],{},"During times like these, everyone is looking for a little fun. Why not engage prospective customers with a digital group scavenger hunt, trivia contest, or another type of game? If you plan it right, people can learn about your offerings step-by-step in an enjoyable way. Sometimes the best way to learn about something new is to not realize you’re learning at all.",[17,6218,6219,482,6221],{},[54,6220,481],{},[220,6222,6223],{},"Don’t limit your thinking about virtual events by turning to traditional event managers to plan them. Leverage people who have experience in social media, digital technology, webcasting, marketing, and communications to help envision new ways to deliver virtual industry experiences.",[17,6225,6226,6227,6230],{},"For the foreseeable future, businesses will likely scale back on travel and not allow employees to attend mass gatherings. Why not get ahead of the trend and be the first in your market space to plan — or participate in — virtual events? ",[81,6228,5922],{"href":153,"rel":6229},[85]," to find out how our easy-to-use software can help make your next virtual experience truly memorable.",{"title":158,"searchDepth":159,"depth":159,"links":6232},[6233,6234,6235],{"id":6140,"depth":159,"text":6141},{"id":6195,"depth":159,"text":6196},{"id":6212,"depth":159,"text":6213},[6237],"Trade Shows & Events","Find out how you can get ahead of the curve and plan your own virtual trade show or event.","/assets/articles/images/virtual-trade-shows-empty-chairs-1.jpg",{},"/articles/the-future-of-trade-shows-it-wont-require-a-venue-to-have-an-event","2020-05-27",{"title":6244,"description":6238},"The Future of Trade Shows? It Won’t Require a Venue to Have an Event | Mobile Locker","articles/the-future-of-trade-shows-it-wont-require-a-venue-to-have-an-event","yLot7rhVEkBLZh8VIsxV9LMehpWDweTtDxp1nrkP6Sk",{"id":6248,"title":6249,"author":7,"body":6250,"categories":6494,"description":6495,"extension":170,"heroImage":6496,"heroImageAlt":6249,"meta":6497,"navigation":173,"path":6498,"publishedAt":6499,"seo":6500,"stem":6502,"tags":179,"updatedAt":179,"__hash__":6503},"articles/articles/the-last-thing-youll-ever-need-to-read-about-sales-enablement-ever.md","The Last Thing You’ll Ever Need to Read About Sales Enablement. Ever. (We promise.)",{"type":9,"value":6251,"toc":6491},[6252,6257,6269,6272,6275,6279,6282,6290,6295,6303,6308,6316,6321,6329,6334,6342,6347,6355,6360,6368,6373,6381,6386,6394,6399,6407,6420,6428,6433,6441,6454,6462,6475,6483,6488],[17,6253,6254],{},[220,6255,6256],{},"Why?",[17,6258,6259,6260,1929,6263,305,6266,448],{},"Because it won’t ",[220,6261,6262],{},"define what sales enablement is",[220,6264,6265],{},"detail how it works",[220,6267,6268],{},"explain how to get started with it",[17,6270,6271],{},"There’s already plenty of information about that. And you aren’t paying attention.",[17,6273,6274],{},"What’s been missing from the dialogue about sales enablement is a short and simple explanation of why you can’t live without it. ",[12,6276,6278],{"id":6277},"so-what-are-the-benefits-of-sales-enablement","So, what are the benefits of sales enablement? ",[17,6280,6281],{},"Here they are.",[27,6283,6284],{},[30,6285,6286,6289],{},[54,6287,6288],{},"You will earn more revenue."," Imagine being able to identify the prospects who are most likely to convert AND have the biggest impact on the bottom line of your business. You’d be a sales psychic.",[17,6291,6292],{},[220,6293,6294],{},"Sales enablement helps you see patterns in your sales so you can zero in on the top prospects.",[27,6296,6297],{},[30,6298,6299,6302],{},[54,6300,6301],{},"You will experience less rejection."," What if you could have fewer prospects say no or simply fade away at the end of the sales process? ",[17,6304,6305],{},[220,6306,6307],{},"Sales enablement provides real-time data to identify opportunities worth pursuing and cut ones that aren’t.",[27,6309,6310],{},[30,6311,6312,6315],{},[54,6313,6314],{},"You can close MORE deals FASTER."," Imagine the power of having access to a constant current data and information stream that allows you to optimize your sales process now and over the long term.",[17,6317,6318],{},[220,6319,6320],{},"Sales enablement helps you reliably and systematically sell more and earn additional revenue. Month over month. Year over year. Who could ask for more?",[27,6322,6323],{},[30,6324,6325,6328],{},[54,6326,6327],{},"You will waste less money on marketing."," Did you know that between 20 and 70 percent of marketing materials never get used? Honestly!",[17,6330,6331],{},[220,6332,6333],{},"Sales enablement helps you quickly figure out what’s working and what’s not so you don’t waste money on marketing duds.",[27,6335,6336],{},[30,6337,6338,6341],{},[54,6339,6340],{},"It puts the focus on the buyer."," Where it belongs. How much of your sales messaging is about your business? How much is about the buyer? (Exactly.) ",[17,6343,6344],{},[220,6345,6346],{},"Sales enablement helps find the best messages to connect with customers FAST.",[27,6348,6349],{},[30,6350,6351,6354],{},[54,6352,6353],{},"You are able to expand on success right away."," Are you dependent on one or two sales superstars? That should scare you. A lot.",[17,6356,6357],{},[220,6358,6359],{},"Sales enablement makes it easy to share best practices across your team so everyone can score every time they have an opportunity.",[27,6361,6362],{},[30,6363,6364,6367],{},[54,6365,6366],{},"You will say all the right things at the right time."," Do you find that your customers seem really, really confused? ",[17,6369,6370],{},[220,6371,6372],{},"Sales enablement helps you figure out what to say — and when — to guide people through the buying journey.",[27,6374,6375],{},[30,6376,6377,6380],{},[54,6378,6379],{},"Sales and marketing will talk to each other. And like it."," Are your sales and marketing teams at odds? Most are. ",[17,6382,6383],{},[220,6384,6385],{},"Sales enablement provides a single source of data and information, along with a central content distribution system, that will get them to work together to reach common goals.",[27,6387,6388],{},[30,6389,6390,6393],{},[54,6391,6392],{},"You will DEFINITELY spend less time looking for stuff."," According to studies, sales reps spend up to 26 hours a month looking for sales content and other materials. Seem familiar?",[17,6395,6396],{},[220,6397,6398],{},"Distributing materials through a sales enablement system makes them easy to find any place, any time. What will you do with ALL that extra time?",[27,6400,6401],{},[30,6402,6403,6406],{},[54,6404,6405],{},"You will be a data SUPERSTAR."," How often have you found yourself at a loss when asked for sales or marketing information? (Like when you have to justify your place on the payroll.)",[17,6408,6409,482,6412,6417],{},[220,6410,6411],{},"A solid sales enablement system, like the one offered by",[81,6413,6415],{"href":83,"rel":6414},[85],[220,6416,7],{},[220,6418,6419],{},", makes it fast and simple to find data and interpret it. So you can make yourself look good. Really good.",[27,6421,6422],{},[30,6423,6424,6427],{},[54,6425,6426],{},"The reputation of your brand will improve. A lot."," Have you wasted time selling to prospects that weren’t right for your company? Bad sales experiences create negative impressions of your brand. And they get around.",[17,6429,6430],{},[220,6431,6432],{},"Sales enablement helps you deliver the right messages to the right prospects time after time after time.",[27,6434,6435],{},[30,6436,6437,6440],{},[54,6438,6439],{},"You can get personal in seconds."," Are your sales materials one-size-fits-all? Your buyers aren’t. ",[17,6442,6443,482,6446,482,6451],{},[220,6444,6445],{},"A sales enablement system like",[81,6447,6449],{"href":887,"rel":6448},[85],[220,6450,698],{},[220,6452,6453],{},"lets you quickly and easily customize and personalize materials any place, any time.",[27,6455,6456],{},[30,6457,6458,6461],{},[54,6459,6460],{},"You can identify team players and cheaters."," Not sure which sales reps are playing by the rules and which are not?",[17,6463,6464,482,6467,482,6472],{},[220,6465,6466],{},"A sales enablement system like the one offered by",[81,6468,6470],{"href":927,"rel":6469},[85],[220,6471,7],{},[220,6473,6474],{},"lets you see who’s following your sales process and who’s going rogue.",[27,6476,6477],{},[30,6478,6479,6482],{},[54,6480,6481],{},"You will become a sales legend."," Seriously. Do you sometimes feel a little lost in today’s ever-changing world of sales tactics, practices and techniques? ",[17,6484,6485],{},[220,6486,6487],{},"Sales enablement offers the tools and training to stay leading-edge and maintain your position as a sales superstar.",[17,6489,6490],{},"So what are you waiting for? Isn’t it time for you to contact Mobile Locker to discuss how sales enablement could specifically benefit you and your business?",{"title":158,"searchDepth":159,"depth":159,"links":6492},[6493],{"id":6277,"depth":159,"text":6278},[660],"If you’ve read about sales enablement, but still don’t get it, you’re not alone. Find out how it will benefit you ONCE AND FOR ALL.","/assets/articles/images/last_ever-1.jpg",{},"/articles/the-last-thing-youll-ever-need-to-read-about-sales-enablement-ever","2020-04-18",{"title":6501,"description":6495},"The Last Thing You’ll Ever Need to Read About Sales Enablement. Ever. (We promise.) | Mobile Locker","articles/the-last-thing-youll-ever-need-to-read-about-sales-enablement-ever","2eSIiaADX-ZvI-8-RPicqY1nVxafI1sFalRu7rVN4aU",{"id":6505,"title":6506,"author":7,"body":6507,"categories":6675,"description":6676,"extension":170,"heroImage":6677,"heroImageAlt":6506,"meta":6678,"navigation":173,"path":6679,"publishedAt":6680,"seo":6681,"stem":6683,"tags":179,"updatedAt":179,"__hash__":6684},"articles/articles/the-ten-commandments-of-sales-enablement.md","The Ten Commandments of Sales Enablement",{"type":9,"value":6508,"toc":6663},[6509,6512,6515,6519,6522,6525,6532,6536,6539,6542,6545,6549,6552,6566,6570,6573,6576,6580,6583,6586,6594,6598,6601,6604,6607,6614,6618,6621,6629,6633,6636,6639,6643,6646,6650],[17,6510,6511],{},"Is your sales enablement program not working out as expected? It could be because you — and the people on your team — aren’t playing by the rules.",[17,6513,6514],{},"Here are our ten commandments of sales enablement. Following them will take you to sales heaven. Break them and you take matters into your own hands.",[12,6516,6518],{"id":6517},"_1-thou-shalt-believe-that-sales-enablement-is-your-single-source-of-truth","1. Thou shalt… Believe that sales enablement is your single source of truth.",[17,6520,6521],{},"One of the biggest benefits provided by a sales enablement system is that it’s your one stop shop for all things sales and marketing. From collateral to training and case studies to data, your sales enablement app is the one place everyone on your sales and marketing teams should turn to when they need to share or get access to anything related to these disciplines. It prevents the chaos that results from storing things in different systems.",[17,6523,6524],{},"When they work through a single source of information, everyone at your organization will be singing from the same marketing and sales hymn book. Not only that, it will make them more efficient because they won’t be wasting time looking for stuff in a lot of different locations.",[17,6526,6527,482,6529],{},[54,6528,1218],{},[220,6530,6531],{},"According to some studies, sales reps waste more than a week of time each month searching for sales collateral and other materials? That means a sales enablement system, used right, could make them a LOT more efficient and effective.",[12,6533,6535],{"id":6534},"_2-thou-shalt-share-all-collateral-through-your-sales-enablement-system-period","2. Thou shalt… Share ALL collateral through your sales enablement system. Period.",[17,6537,6538],{},"Selling is becoming more complicated than ever before. More engagements are taking place virtually and digital transformation makes it possible for sales meetings to happen with little or no notice.",[17,6540,6541],{},"Distributing sales content through a sales enablement app makes it possible to access it any place, any time, with or without wifi. Reps can also customize it on the fly, making it possible to deliver a personalized sales experience almost instantly.",[17,6543,6544],{},"No file server is able to do anything like that.",[12,6546,6548],{"id":6547},"_3-thou-shalt-integrate-your-sales-enablement-system-with-your-crm","3. Thou shalt… Integrate your sales enablement system with your CRM.",[17,6550,6551],{},"If you want to take your sales to the ultimate level, integrate your customer relationship management (CRM) and your sales enablement systems together. It’s the only way to get a complete picture of all that’s happening in your sales and marketing departments. Separate systems are good. An integrated network takes things to the ultimate level.",[17,6553,6554,482,6556,482,6559],{},[54,6555,1218],{},[220,6557,6558],{},"Mobile Locker’s sales enablement system is able to easily integrate with virtually any CRM?",[81,6560,6563],{"href":6561,"rel":6562},"https://www.mobilelocker.com/product/platform-the-mobile-locker-platform/",[85],[220,6564,6565],{},"Check us out online to learn more.",[12,6567,6569],{"id":6568},"_4-thou-shalt-analyze-your-data","4. Thou shalt… Analyze your data.",[17,6571,6572],{},"Your sales enablement system, if set up correctly, should be your single source of data and analytics for all your sales and marketing activities. It gives you the power to figure out what’s working and what’s not, in real time. This allows you to fine tune your marketing campaigns and sales strategies quickly. It makes it possible for you to take advantage of emerging opportunities.",[17,6574,6575],{},"This is particularly important during dynamic times like these when things are changing at a rapid pace. It helps you get a jump on the competition so you can win at the selling game.",[12,6577,6579],{"id":6578},"_5-thou-shalt-encourage-marketing-and-sales-to-work-together","5. Thou shalt… Encourage marketing and sales to work together.",[17,6581,6582],{},"The number one sin at most businesses is that marketing and sales just don’t get along. They don’t see the world in the same way because they’re typically working toward different goals and using their own systems to get the job done.",[17,6584,6585],{},"A sales enablement solution is EXACTLY that, a solution. If you leverage it correctly, you can create a unified workforce focused on a common set of goals. Your sales and marketing teams will work together to create compelling, engaging content that closes deals.",[17,6587,6588,482,6591],{},[54,6589,6590],{},"Remember:",[220,6592,6593],{},"A house divided against itself cannot stand.",[12,6595,6597],{"id":6596},"_6-thou-shalt-personalize-every-buyers-experience","6. Thou shalt… Personalize every buyer’s experience.",[17,6599,6600],{},"Your business may sell a finite menu of products and services. But that doesn’t mean the people who buy them — or their reasons for purchasing — are the same.",[17,6602,6603],{},"A sales enablement app allows your sales reps to customize and personalize each buyer’s experience — and the content they use to support it — so it’s totally aligned with their needs and expectations. Your salespeople won’t have to force purchasers to fit into your sales process. They’ll be able to meet them where it matters by adapting to their buying process.",[17,6605,6606],{},"Before going into any sales situation, your reps will be able to quickly select the right case studies, product demonstrations and other sales resources for each prospect and adapt them to speak to their needs.",[17,6608,6609,482,6611],{},[54,6610,6590],{},[220,6612,6613],{},"Buyer personas are valuable, but they aren’t actual buyers. They help marketers develop a library of sales materials that could be right for each customer type. Sales enablement allows your reps to customize them to make them absolutely perfect for each prospect. It will make your buyers feel heard, understood and valued.",[12,6615,6617],{"id":6616},"_7-thou-shalt-train-your-reps","7. Thou shalt… Train your reps.",[17,6619,6620],{},"One of the biggest sins businesses make is hiring new reps… and that’s it. They provide no — or little — onboarding or ongoing training. This limits their productivity and revenue generation potential in the immediate and long term. History shows that reps who aren’t successful move on to the next opportunity, which leads to increased turnover and the high costs associated with recruiting new sales people. Not only that, untrained reps might say and do things during sales meetings that could do significant damage to your brand.",[17,6622,6623,6624,6628],{},"A sales enablement system, ",[81,6625,6627],{"href":388,"rel":6626},[85],"like the one developed by Mobile Locker",", makes it easy for businesses to distribute sales training materials to reps and monitor progress toward completion. You’ll be able to rest assured knowing your sales people have the knowledge they need to deliver the optimal customer experience every time.",[12,6630,6632],{"id":6631},"_8-thou-shalt-provide-universal-accessibility","8. Thou shalt… Provide universal accessibility.",[17,6634,6635],{},"How many times have your reps been caught without wifi service during a sales meeting? Or had to change devices at the last minute?",[17,6637,6638],{},"When it comes to selling, the unexpected is the expected. The right sales enablement system is your insurance that when things go wrong — which they will — that your sales reps can recover. It provides instant access to content with or without internet connectivity on virtually any device.",[12,6640,6642],{"id":6641},"_9-thou-shalt-make-it-easy-to-close-deals","9. Thou shalt… Make it easy to close deals.",[17,6644,6645],{},"The final hurdle to sealing the deal is making the closing process as simple and easy as possible. A sales enablement system allows your reps to make it a seamless part of the sales process. You can move from selling to signing contracts in an instant. There’s none of the hesitation gives buyers time to think twice. If you set things up correctly, your close rate should increase significantly with little or no added effort.",[12,6647,6649],{"id":6648},"_10-thou-shalt-plan-for-scale","10. Thou shalt… Plan for scale.",[17,6651,6652,6653,6657,6658,6662],{},"If you do sales enablement right, it’s likely that your business will grow. Make sure your sales enablement system can grow with you. ",[81,6654,6656],{"href":83,"rel":6655},[85],"Mobile Locker’s solution has been designed for success."," It can be simply, easily and affordably adapted no matter where your business goes in the future. All you need to do is ",[81,6659,6661],{"href":153,"rel":6660},[85],"speak to one of our friendly customer service reps"," and they’ll work with you to adapt your system to meet the needs of your growing business.",{"title":158,"searchDepth":159,"depth":159,"links":6664},[6665,6666,6667,6668,6669,6670,6671,6672,6673,6674],{"id":6517,"depth":159,"text":6518},{"id":6534,"depth":159,"text":6535},{"id":6547,"depth":159,"text":6548},{"id":6568,"depth":159,"text":6569},{"id":6578,"depth":159,"text":6579},{"id":6596,"depth":159,"text":6597},{"id":6616,"depth":159,"text":6617},{"id":6631,"depth":159,"text":6632},{"id":6641,"depth":159,"text":6642},{"id":6648,"depth":159,"text":6649},[660],"Learn our ten proven rules for sales enablement success.","/assets/articles/images/ten-commandments-1.jpg",{},"/articles/the-ten-commandments-of-sales-enablement","2020-09-01",{"title":6682,"description":6676},"The Ten Commandments of Sales Enablement | Mobile Locker","articles/the-ten-commandments-of-sales-enablement","Q97dTiUuPA56e2Ep9QLO2yvKkFxEfBsWDCK-VkgWFhA",{"id":6686,"title":6687,"author":7,"body":6688,"categories":6828,"description":6829,"extension":170,"heroImage":6830,"heroImageAlt":6687,"meta":6831,"navigation":173,"path":6832,"publishedAt":6833,"seo":6834,"stem":6836,"tags":179,"updatedAt":179,"__hash__":6837},"articles/articles/three-ways-to-improve-your-agencys-image.md","Three Ways to Improve Your Agency’s Image",{"type":9,"value":6689,"toc":6822},[6690,6694,6701,6707,6713,6716,6722,6725,6728,6732,6735,6738,6741,6744,6747,6750,6757,6761,6764,6775,6782,6786,6799,6802,6805,6808,6815],[12,6691,6693],{"id":6692},"move-your-agencys-image-from-the-dark-ages-into-the-light","Move Your Agency’s Image From the Dark Ages Into the Light",[17,6695,6696,482,6698],{},[54,6697,2477],{},[220,6699,6700],{},"How would prospective clients describe your agency?",[17,6702,6703,6704],{},"Would they come away from a visit to your website or sales presentation thinking: ",[220,6705,6706],{},"cutting-edge, industry-leading and ahead-of-the-curve?",[17,6708,6709,6710],{},"Or would the perception be: ",[220,6711,6712],{},"dull, irrelevant and just like everyone else?",[17,6714,6715],{},"Based on our observations, the latter is more likely than the former.",[17,6717,6718,6719],{},"It’s amazing how many agencies that successfully deliver advanced strategic thinking, cutting-edge creative and future-focused marketing campaigns to their clients don’t use these things to sell themselves. ",[220,6720,6721],{},"It’s like the shoemaker who has no shoes.",[17,6723,6724],{},"Think about it. The typical agency website has an “about” section, creative samples, client list, case studies and menu of services. Their sales presentations include most of the same information. It’s not all that different from what agencies did in 1999. It doesn’t inspire confidence as we enter the 2020s.",[17,6726,6727],{},"Here are three things you can do to move your agency marketing into the decade ahead and beyond.",[12,6729,6731],{"id":6730},"_1-let-people-make-their-own-way-through-your-website","1. Let people make their OWN way through your website.",[17,6733,6734],{},"No two prospects are alike. So why force everyone to experience your website in the same way?",[17,6736,6737],{},"Your website should be less like reading a novel and more like a trip through a theme park.",[17,6739,6740],{},"People feel uncomfortable when they’re forced through a web experience that doesn’t offer many choices. They prefer the freedom to map their own journey so they can explore things when and how they prefer.",[17,6742,6743],{},"Think about it like a trip to Universal Studios, Harry Potter fans expect to be able to get to their favorite attractions right away. Similarly, roller coaster enthusiasts want to be able to get from one to another as quickly as possible, bypassing other types of attractions that get in the way of having an enjoyable experience. Some people prefer to wander the property with their kids.",[17,6745,6746],{},"When you design a new website, start by developing personas of all the types of people your agency wants to do business with. Include the things they could need to know and experience to get them to contact you after visiting your site. Then design your user experience to provide all the options and pathways required to facilitate their own journeys through the discovery process.",[17,6748,6749],{},"Planning, designing and developing this type of site takes added time, thought and effort. Consider it an investment in not just showing — but also demonstrating — to prospective clients how creative and cutting-edge your agency really is.",[17,6751,6752,482,6754],{},[54,6753,481],{},[220,6755,6756],{},"Use heat maps and other online tracking tools to make sure your website is delivering on the experience you intend and that visitors want. It will help identify barriers to optimal journeys through your site.",[12,6758,6760],{"id":6759},"_2-get-to-know-prospects-before-meeting-with-them","2. Get to know prospects before meeting with them.",[17,6762,6763],{},"Take time to understand prospective clients by tracking their interactions through your marketing journey. ",[27,6765,6766,6769,6772],{},[30,6767,6768],{},"Did they request a call after visiting a web page about 360-degree marketing? Pull together the right people and information to discuss this complex topic. Also, ask questions when scheduling the call to make sure it’s the only thing they’re interested in discussing.",[30,6770,6771],{},"Did they sign up for a webinar about trade show planning? It’s likely they’ll want to learn about how you can help them with their next event. Take things to the next level and show them how you could up their game and help them stand out at their next trade show. A real-life example is worth a thousand words.",[30,6773,6774],{},"Do they regularly interact with your social posts and content about improving their sales process? It’s smart to brush up on your sales enablement talking points before calling them. A little advance preparation goes a long way toward demonstrating that you care about clients.",[17,6776,6777,6778,6781],{},"Take things to the next level. Before meeting with them, ask prospects to complete a questionnaire that helps you get to know them better. If you use ",[81,6779,390],{"href":887,"rel":6780},[85]," to build it, it will be more of a fun learning experience rather than a dull and tedious form. It’s a great way to show you want to understand prospective clients and their needs. It’s also a way for you to introduce the cool, cutting-edge and creative experiences you are able to develop for them.",[12,6783,6785],{"id":6784},"_3-make-your-presentations-personal","3. Make your presentations personal.",[27,6787,6788,6791,6794],{},[30,6789,6790],{},"Do you have a standard pitch deck? ",[30,6792,6793],{},"Do you modify it by changing the title and date — and maybe adding the prospect’s logo?",[30,6795,6796],{},[220,6797,6798],{},"WHY?",[17,6800,6801],{},"People don’t have the patience to hear about — and be sold — things they don’t care about.",[17,6803,6804],{},"Tailor your sales pitches to address the relevant issues individual prospects are dealing with. Explain how your team can solve them.",[17,6806,6807],{},"Why talk about your agency’s stellar creative skills when someone wants to hire you for your smart strategists? It takes time and attention away from what they care about. It also waters down the messages that matter.",[17,6809,6810,6811,6814],{},"Once you develop the components for personalized presentations, distribute them through ",[81,6812,539],{"href":927,"rel":6813},[85],". It makes it fast and easy to generate custom sales content on the fly, with or without wifi. It also makes it possible to change direction on the spot if you identify a new sales opportunity.",[17,6816,6817,482,6819],{},[54,6818,481],{},[220,6820,6821],{},"Close your sales presentations with a menu of your agency services. It shows prospects all you can do without boring them with unnecessary information.  It could extend your discussion into new areas.",{"title":158,"searchDepth":159,"depth":159,"links":6823},[6824,6825,6826,6827],{"id":6692,"depth":159,"text":6693},{"id":6730,"depth":159,"text":6731},{"id":6759,"depth":159,"text":6760},{"id":6784,"depth":159,"text":6785},[1157],"Be honest: How would prospective clients perceive your agency? Learn three easy ways to improve it.","/assets/articles/images/three-ways-plain-1.jpg",{},"/articles/three-ways-to-improve-your-agencys-image","2020-03-05",{"title":6835,"description":6829},"Three Ways to Improve Your Agency’s Image | Mobile Locker","articles/three-ways-to-improve-your-agencys-image","FmUF-Mmbs9m5Phwgc-3HAFt_iXQLmxjRrbshrp1VkAU",{"id":6839,"title":6840,"author":7,"body":6841,"categories":6984,"description":6985,"extension":170,"heroImage":6986,"heroImageAlt":6840,"meta":6987,"navigation":173,"path":6988,"publishedAt":6989,"seo":6990,"stem":6992,"tags":179,"updatedAt":179,"__hash__":6993},"articles/articles/virtual-trade-shows-the-optimal-option-in-the-age-of-covid-19.md","Virtual Trade Shows: The Optimal Option in the Age of COVID-19",{"type":9,"value":6842,"toc":6975},[6843,6846,6849,6855,6858,6862,6865,6868,6872,6875,6879,6882,6885,6908,6911,6914,6918,6921,6924,6928,6931,6934,6945,6949,6952,6955,6958,6961],[17,6844,6845],{},"Many businesses view virtual trade shows as a necessary evil during the coronavirus crisis. ",[17,6847,6848],{},"They see them as the only way they can recreate the trade show experience at a time when no one wants to get on airplanes, stay in hotels or congregate in crowds.",[17,6850,6851,6854],{},[54,6852,6853],{},"The truth:"," Advances in software, technology and connectivity were making digital trade events efficient and effective opportunities for many industries and businesses prior to the pandemic. ",[17,6856,6857],{},"Here are six reasons why they’re attractive, whether a pandemic is happening or not.",[12,6859,6861],{"id":6860},"_1-virtual-events-are-less-expensive","1. Virtual events are less expensive.",[17,6863,6864],{},"For event hosts, exhibitors and attendees, online trade shows don’t cost as much as in-person ones. Everyone spends less (or nothing) on transportation, lodging, handouts, booths, food and many other standard trade show budget items. Tech expenses may be higher for virtual events, but compared with other things, they’re relatively minor.",[17,6866,6867],{},"Just because something costs less doesn’t mean it’s inferior. Why? Because of the lower cost of admission, it makes it more likely that participation and overall attendance will be larger. In other words, you could be spending LESS to network with MORE prospective vendors and customers.",[12,6869,6871],{"id":6870},"_2-lower-costs-arent-the-only-reason-virtual-events-attract-more-people","2. Lower costs aren’t the only reason virtual events attract more people.",[17,6873,6874],{},"Eliminating space and time barriers makes it possible for virtual events to be bigger than real ones could ever be. People can sit at their desks — or more likely these days, on their sofas at home — and attend trade shows and related events when it’s convenient for them. Plus, there are no attendance limits. Even the largest convention centers or resort hotels can’t handle as many people as an online event that’s well managed, using the right technology.",[12,6876,6878],{"id":6877},"_3-youre-able-to-capture-more-data-than-real-ones","3. You’re able to capture more data than real ones.",[17,6880,6881],{},"At real-world trade shows, you may get basic information about attendees along with some business cards from the people you interact with.",[17,6883,6884],{},"At virtual conferences or exhibitions, you are able to track everything attendees do. You can record:",[27,6886,6887,6890,6893,6896,6899,6902,6905],{},[30,6888,6889],{},"How often they showed up",[30,6891,6892],{},"What marketing techniques and messages got them to attend",[30,6894,6895],{},"Their path through the experience",[30,6897,6898],{},"What they did",[30,6900,6901],{},"What they showed interest in",[30,6903,6904],{},"Who they chatted with",[30,6906,6907],{},"And much more.",[17,6909,6910],{},"So, once you have all this information, what do you do with it?",[17,6912,6913],{},"Use it to kickstart marketing and sales. The data you can get from a virtual trade show is beyond anything you could ever imagine from a real event. It lets you share content and experiences throughout the event and after that are tailored to people’s needs and expectations. This could be the most powerful marketing opportunity available to you today.",[12,6915,6917],{"id":6916},"_4-virtual-events-arent-once-and-done","4. Virtual events aren’t once and done.",[17,6919,6920],{},"Online trade shows have longer lifespans than physical events. A real world conference might last a few days and then it’s over. A virtual one, with a few tweaks, can live online forever, long beyond the “live” part of it is over. Booths, presentations, documents, breakouts, panel discussions, videos and other experiences could be made available for months and years to come. They can also be refreshed and reused over time.",[17,6922,6923],{},"Whenever people search online for information on a topic related to the trade show, it’s possible — or even likely — that they could be connected to some aspect of the virtual event. This makes an investment in online event marketing far more efficient than one in real-world trade shows.",[12,6925,6927],{"id":6926},"_5-it-can-take-your-social-media-marketing-to-the-next-level","5. It can take your social media marketing to the next level.",[17,6929,6930],{},"Virtual trade shows are highly dependent on social media for promotion, to attract vendors and attendees and connect people together. For companies and individuals that find it hard to grow their professional social profiles, virtual events present opportunities to max things out. ",[17,6932,6933],{},"When you attend in-person events, you probably have strategies for gathering as many business cards as possible. It increases your contact list and many of those people could turn into leads and sales. The same should be true when you participate in virtual events. Have a plan for how you can make as many social connections as possible. ",[17,6935,6936,6939,6940,6944],{},[54,6937,6938],{},"One option:"," Leverage ",[81,6941,2900],{"href":6942,"rel":6943},"https://www.mobilelocker.com/roles/mobile-locker-for-tradeshows-events/",[85]," to develop engaging virtual trade show experiences that encourage social connections while gathering intel on participants.",[12,6946,6948],{"id":6947},"_6-virtual-events-keep-the-focus-on-whats-really-important","6. Virtual events keep the focus on what’s REALLY important.",[17,6950,6951],{},"Real world events are full of distractions. No one is sure what they should do next to maximize networking opportunities and drum up business. ",[17,6953,6954],{},"Virtual trade shows typically make it easier for attendees and exhibitors to interact with each other. People can create online event profiles, interact in group and individual chats and participate in virtual lectures and panel discussions. In addition, electronic business cards can be exchanged instantly. ",[17,6956,6957],{},"Interactions with booth reps are enhanced because attendees are able to choose how they prefer to interact. Shy people can meet individually to get answers to their question. Those who learn more through group interactions are able to do so. No matter what happens, it can be recorded and the data saved so you can use the information for ongoing marketing and sales efforts.",[12,6959,6960],{"id":1702},"Getting started.",[17,6962,6963,6964,6967,6968,6970,6971,6974],{},"Need help planning a virtual event? ",[81,6965,2900],{"href":83,"rel":6966},[85]," will provide the support you need. It will allow you to easily collaborate with the people on your marketing and sales teams to develop customized collateral and experiences. You can use it to track, monitor and respond to leads instantly. Plus it makes it simple to track results in real time, which is critical in the dynamic world of virtual trade shows.",[3308,6969],{},"\nReady to get started? ",[81,6972,395],{"href":153,"rel":6973},[85]," to find out how we can help you maximize your investment in digital trade shows.",{"title":158,"searchDepth":159,"depth":159,"links":6976},[6977,6978,6979,6980,6981,6982,6983],{"id":6860,"depth":159,"text":6861},{"id":6870,"depth":159,"text":6871},{"id":6877,"depth":159,"text":6878},{"id":6916,"depth":159,"text":6917},{"id":6926,"depth":159,"text":6927},{"id":6947,"depth":159,"text":6948},{"id":1702,"depth":159,"text":6960},[6237],"Find out the six reasons virtual trade shows could be a great marketing and sales opportunity for you right now.","/assets/articles/images/virtual-trade-shows-plain-1.png",{},"/articles/virtual-trade-shows-the-optimal-option-in-the-age-of-covid-19","2020-08-25",{"title":6991,"description":6985},"Virtual Trade Shows: The Optimal Option in the Age of COVID-19 | Mobile Locker","articles/virtual-trade-shows-the-optimal-option-in-the-age-of-covid-19","C-cfWWXvLDUit2jTCFYT7AbqNAfieF1_QAAN3a3OGso",{"id":6995,"title":6996,"author":7,"body":6997,"categories":7175,"description":7176,"extension":170,"heroImage":7177,"heroImageAlt":6996,"meta":7178,"navigation":173,"path":7179,"publishedAt":7180,"seo":7181,"stem":7183,"tags":179,"updatedAt":179,"__hash__":7184},"articles/articles/want-to-be-a-sales-superstar-see-how-easy-it-can-be.md","Want to be a sales superstar? See how easy it can be!",{"type":9,"value":6998,"toc":7164},[6999,7002,7005,7010,7016,7019,7023,7026,7055,7064,7072,7075,7079,7087,7091,7100,7103,7110,7114,7117,7124,7128,7137,7140,7147,7151,7154,7157],[17,7000,7001],{},"Whether you’re a sales leader or rep, you’re constantly facing down daily, weekly, monthly, quarterly or annual sales goals.",[17,7003,7004],{},"Meet or beat them and life is good. Miss them, and you could lose out on some critical commission or bonus income. Or worse: Your job could be in jeopardy.",[17,7006,7007],{},[220,7008,7009],{},"Why limit yourself by worrying about achieving sales goals?",[12,7011,7013,364],{"id":7012},"think-bigger",[54,7014,7015],{},"Think BIGGER!",[17,7017,7018],{},"Here’s how to EXCEED them so you shift your thinking from being a worried worker to becoming a sales superstar.",[12,7020,7022],{"id":7021},"how-to-achieve-ultimate-sales-success","How to achieve ULTIMATE sales success.",[17,7024,7025],{},"It takes three things to be a killer sales rep. If leadership provides them, and salespeople take advantage of them, they’re more likely to succeed and MORE.",[193,7027,7028,7037,7046],{},[30,7029,7030,7033,7034],{},[54,7031,7032],{},"Knowledge."," Reps must understand the business they work for, the products and services they sell and the approved sales process. This includes knowing about the brand, target audiences, and current marketing campaigns. They also need to understand how to handle every selling situation they could encounter. ",[220,7035,7036],{},"This gives them the confidence to sell convincingly.",[30,7038,7039,7042,7043],{},[54,7040,7041],{},"Tools."," Salespeople must have ready access to collateral that supports every step of the sales cycle. It should be simple to customize and personalize for every meeting and customer interaction. Organizations must gather insights about their sales collateral and selling process that can help make both more effective over time. ",[220,7044,7045],{},"The right collateral used at the right time is often just what it takes to push prospects over the finish line.",[30,7047,7048,7051,7052],{},[54,7049,7050],{},"Resources."," Reps must be able to find answers to frequently asked questions, diagrams, instruction manuals, contracts, virtual demonstrations, documents, pricing sheets and everything needed to close deals no matter where or when. ",[220,7053,7054],{},"A seamless close makes it less likely prospects will second guess their decisions to purchase and choose not to buy.",[17,7056,7057,7058,7063],{},"Taken together, these three things are at the core of a top-notch sales enablement program. ",[81,7059,7062],{"href":7060,"rel":7061},"https://www.mobilelocker.com/blog/2019/04/sales-enablement-101-the-basics-for-beginners/",[85],"Many people are unclear about what sales enablement is, but it’s really quite simple."," It gives everyone on sales teams everything they need to be successful.",[17,7065,7066,7067,7071],{},"All this must be delivered through ",[81,7068,7070],{"href":927,"rel":7069},[85],"intuitive technology"," that integrates seamlessly with other sales systems. Knowledge, tools, and resources have to be easy for reps to find and use so they take advantage of them. ",[17,7073,7074],{},"Here’s what you need to know to build a sales enablement program that will help you and everyone on your team achieve your ultimate potential. ",[12,7076,7078],{"id":7077},"supply-reps-with-the-knowledge-that-matters","Supply reps with the knowledge that matters.",[17,7080,7081,7086],{},[81,7082,7085],{"href":7083,"rel":7084},"https://www.mobilelocker.com/blog/2019/04/why-your-organization-cant-afford-to-scrimp-on-sales-training/",[85],"Rep training"," must start on the day they begin work and continue for their entire career.",[4233,7088,7090],{"id":7089},"onboarding","Onboarding",[17,7092,7093,7094,7099],{},"One of the biggest mistakes sales organizations make is pushing reps to start selling their first day on the job. They can’t be effective if they don’t have a complete understanding of the business they work for and how to sell its products and services. ",[81,7095,7098],{"href":7096,"rel":7097},"https://www.mobilelocker.com/blog/2019/04/most-embarrassing-sales-meeting-mistakes-and-how-to-avoid-them/",[85],"Mistakes"," could have a significant negative impact on the reputation of a company. ",[17,7101,7102],{},"When a new rep starts work, they should be enrolled in an onboarding program starting day one. The best ones include in-person and virtual training on what they need to know to sell effectively and represent the brand in its best light.",[17,7104,7105,7106,7109],{},"Onboarding must be efficient for both the company and the new rep. Delivering training through a sales enablement system like the one offered by ",[81,7107,7],{"href":388,"rel":7108},[85]," makes it easy for salespeople to access and complete it any place, any time. Leaders are able to track progress toward completion so they know when it’s time to allow reps to start selling.",[4233,7111,7113],{"id":7112},"ongoing-education-and-coaching","Ongoing education and coaching",[17,7115,7116],{},"Sales training doesn’t end with onboarding. Reps need a constant supply of fresh information and insights so they can improve their skills and generate even better results over time. This could be delivered through ongoing coursework and in-person and virtual coaching. Reps need places and platforms where they can share information about best practices with each other and try out what they learn in a safe environment.",[17,7118,7119,482,7121],{},[54,7120,481],{},[220,7122,7123],{},"Do you want to keep reps fully engaged in their work? Would you like to prevent them from jumping ship? Offer training that prepares them to take on new responsibilities and qualify for better, more senior positions. An investment in sales engagement training could pay off many times over with a happier — and more productive — sales team.",[12,7125,7127],{"id":7126},"give-salespeople-the-tools-required-to-engage-with-buyers","Give salespeople the tools required to engage with buyers.",[17,7129,7130,7131,7136],{},"Sales enablement delivers the tools reps need to sell effectively ",[54,7132,7133],{},[220,7134,7135],{},"and"," determines the effectiveness of the tools. This is a cyclical process that results in ongoing improvement in the tools and overall sales productivity.",[17,7138,7139],{},"A sales enablement program encourages an organization to clarify and define its sales process. Once that happens, sales collateral can be updated  — or created — that supports every step of it.",[17,7141,7142,7143,7146],{},"When collateral is distributed through a sales enablement system like the one offered by ",[81,7144,7],{"href":887,"rel":7145},[85],", reps will have a clear understanding of what pieces to use when, and how. In addition, it supplies the data needed to figure out what things are working and which are not. Taken together, this will lead to improved sales results now and long into the future.",[12,7148,7150],{"id":7149},"provide-reps-with-resources-to-seal-more-deals","Provide reps with resources to seal more deals.",[17,7152,7153],{},"A sales enablement program helps reps make it to more finalist presentations. The last component of a world-class program is to give them what they need to close more sales. This includes resources to help them answer buyer questions and overcome objections. They should be able to access current pricing information so they can quote on the spot. ",[17,7155,7156],{},"A modern sales enablement program and system delivers closing documents and paperwork as a seamless part of the finalist sales presentation. It makes it more likely you’ll seal more deals so you can achieve stellar sales results. Signing on the virtual dotted line should feel like a natural conclusion to a sales meeting.",[17,7158,7159,482,7161],{},[54,7160,6590],{},[220,7162,7163],{},"Sales enablement isn’t static. It’s a constantly evolving and improving process. Ultimate potential can become MORE ultimate over time if you take advantage of new learnings and best practices.",{"title":158,"searchDepth":159,"depth":159,"links":7165},[7166,7168,7169,7173,7174],{"id":7012,"depth":159,"text":7167},"Think BIGGER! ",{"id":7021,"depth":159,"text":7022},{"id":7077,"depth":159,"text":7078,"children":7170},[7171,7172],{"id":7089,"depth":1606,"text":7090},{"id":7112,"depth":1606,"text":7113},{"id":7126,"depth":159,"text":7127},{"id":7149,"depth":159,"text":7150},[400],"Whether you’re a sales leader or rep, you’re constantly facing down daily, weekly, monthly, quarterly or annual sales goals. Meet or beat them and life is good.","/assets/articles/images/snl-molly-shannon-1.jpg",{},"/articles/want-to-be-a-sales-superstar-see-how-easy-it-can-be","2020-02-07",{"title":7182,"description":7176},"Want to be a sales superstar? See how easy it can be! | Mobile Locker","articles/want-to-be-a-sales-superstar-see-how-easy-it-can-be","BUC_5Um86Zp2cy1LUq9Ce67Yxs7pqvG0QGyrMFnTn5o",1775232152294]