How to Use Sales Objection Thought Leadership for Quick Wins
The best strategy for building content for quick wins is to focus on sales objection thought leadership. By this, I mean developing direct responses to the most common objections you hear from prospects.
1. Start by collecting the top objections from the sales team or their challenges in the current sales cycle.
2. Once you've collected this list, have sales reps help you prioritise this list in order of importance.
3. It would be best if you aimed to have the top ten ranked by how frequently they apply.
4. On each challenge, spin up a thought leadership "counterargument" to the challenge.
5. Each response should be helpful and informative and written in the thought leadership context. Be careful the content doesn't feel like a sales pitch but rather like a value add. It should challenge the buyers thinking, make them curious and lead them towards your solution.
This approach to defining your early content works well because you will get content out quickly and provide sales with content they want to use.
Doing this exercise can populate your first 3–6 months of messaging!