4 types of sales resources guaranteed to win you more deals

James Springhetti
September 3, 2021

Your buyers are busier than ever. With so much competition and inboxes at the brink of exploding, you need top-notch selling resources to thrive in today’s B2B selling environment and keep your buyers engaged between your scheduled meetings. One exciting sales resource can be the difference between a prospect sending you to a spam folder or picking up the phone to speak to you.


Here are four types of sales resources for effective selling to help you improve win rates and deals.

1. Live product demos

With so much virtual selling in today’s new normal, an effective B2B selling method is delivering a live product demo to be consumed like traditional content. Sending live demos before and after your meeting enables your buyers to bring other stakeholders into the process asynchronously. These are nothing like the top-of-the-funnel marketing demos customers always see. These are live demos you provide for a unique customer. It’s catered to them — use their name and references, so they know you took the time and effort. They’re more likely to buy from you when the demo doesn’t feel like a mass-produced video you sent to every person under the sun.

You can do it via a platform like Zoom or any screen capturing software. Record these demos, personalize them and distribute them for references and to your evaluation team. Adding your video is a nice personal touch to humanize the sales experience.


2. Personalized video content

If you aren’t already using personalized video content to improve win rates, you’re missing a trick. Sales teams that use video get a 26% jump in replies and a 16% increase in email open rates. Plus, deals that are closed/won used video 18.5% more than deals that are closed/lost.


You don’t need to be overly fancy. A simple screen recording solution works fine. A sales rep produced, low fidelity video of you recapping and building rapport with leads via video works really well. Personalize them by using names, touching on little nuances you’ve learned about them, and make them feel like they’re the only person in the room.


Your potential customers already receive text-heavy emails where they quickly hit delete. Don’t add to that — give them personalized video content that will make them stop and hit play.

3. Customer references

Another effective selling method to try when B2B selling is to use customer references to help improve win rates. Here, you should proactively curate the voice of your customers into your messaging. Similar to using video, think of how you can include videos of your customers talking about the benefits of your solution. Doing this means you can finally cut down on your endless requests to speak with customers and build your credibility early on in the sales process.

As an added benefit, you don’t need to fatigue your top customers either. Win-win.

4. Traditional marketing

Have a vault full of relevant sales collateral ready. This wouldn’t be the time to educate from scratch as it’s a lot of wasted time. Think along the lines of:

  • Case studies
  • One-pagers
  • Product brief
  • Demos
  • Overview videos
  • Infographics 

Keep them digestible and cohesive. Don’t make the mistake of sending generic marketing emails as, at this stage, they’ve already become an MQL and are now an SQL where the generic marketing worked. Now’s the time to think more bespoke, specifically trying to match industries, solutions and personas. Give them the content they need at that stage to nudge them into purchasing from you. Use analytics to help guide when and how to use your traditional marketing content in your sales process. 

So there you have it. Rethinking your sales resources to create an arsenal of high value, high engaging content gives sellers the much needed edge when selling in today’s climate. Follow these four tips and you’ll be winning more deals in no time.