Powering Up Financial Services - How to Activate Client-Facing Teams with Better Sales Content
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Powering Up Financial Services How to Activate Client-Facing Teams with Better Sales Content
Activate Sellers and Drive Results
The world has changed for the financial services industry. In a business
that relies on relationships, it’s much harder to maintain those
connections now that in-person meetings are on hold.
Before the pandemic, wholesalers, relationship managers, and national
accounts professionals would travel to client home offices or to industry
conferences to interact with their accounts.
They might spend all week on the road, updating contacts on product
information or engaging them in conversations to better understand their
firm’s strategic direction. A seller’s goal was to see how they could assist
these efforts and generate business. They might even stop by someone’s
office for a casual chat or to quickly touch base without needing to set up
a formal meeting.
But now, financial services professionals have to do business a whole new
way. The challenge is keeping relationships alive now that you can’t rely
on informal or in-person meetings—with your team or your clients.
The key is providing value. To stay top-of-mind, firms need to be much
more intentional when connecting with clients to keep information—and
business—flowing.
Powering Up Financial Services | 2
Meet Your
Keeping Information and Business Flowing Content Goals
Client-facing teams have always maintained Activating wholesalers means powering them up with Improve content
relationships with constant touches, using their content, yes, but also with the knowledge they need to relevance
expertise as a differentiator. The difference is that now nurture accounts. It’s a process you bake into your sales
they have to be deliberate, methodical, and structured enablement program to boost productivity across your Maximize content
in their communications to their intended audiences. sales organization in the most efficient and effective way. adoption by sellers
Activate your client-facing teams with For example, when training wholesalers on a new product Increase seller
the content and knowledge they need rollout, you can create four supporting assets that confidence in content
to produce results. show how and when to introduce it: 1) a corresponding
talk track, 2) an intent video describing the best way to Speed up content
In this environment, there are no ‘drive by’ or ‘drop in’ present the product, 3) a best practice example, and production timeline
conversations. The primary way of keeping in touch is 4) a win story. Ta da! The seller is armed with all the
to manufacture value and create connectivity. information they need to deliver the Reduce cost to
perfect pitch. produce content
Great sales content can drive great conversations—
and results. To keep wholesalers and other client- Activate your client-facing teams with the right collateral
Gain better insight into
facing teams ahead of the competition and hitting their and knowledge, and your firm will accelerate growth,
content effectiveness
targets, they need access to the most timely, relevant, boost revenue, increase your client base, and drive long-
and impactful materials. term success in a volatile world.
But it's not enough to simply make assets available— Read on to learn how you can improve your content
teams must know how to use these resources and when strategy to activate sellers and drive results.
to deploy them in the sales process. When you teach
them how and when to use each item, you activate your
team and drive better results.
Powering Up Financial Services | 3
Enhance Content With Collaboration and Learning
In many firms, a sales enablement team drives the creation, How do you overcome these challenges and ensure only the best content
distribution, and management of sales content. If you’re in sales is created, activated, and optimized? The most effective way is with a
enablement, training, product marketing, or content marketing, content life cycle that incorporates field collaboration and learning.
that’s what you do: crank out the content your sales team needs
Most enablement approaches are focused on managing, sharing, and
to succeed.
reporting on external sales content and marketing collateral. Many also
When you empower your sales organization with the right content, incorporate internal policy decks or training content.
they simply have the ability to sell more confidently, effectively, and
The problem is that those narrow approaches ignore critical agile content
efficiently. But sadly, Research shows that 60-70% of content
types that can often be more valuable to sellers than the formal content
is never used (SiriusDecisions).
created by marketing or other top-down efforts.
Why is most sales content never used? High-Impact Content:
• Sellers don’t really like the content and think • High-priority internal information to keep financial advisers up
it’s not relevant, too long, too short, etc. to date on market changes, collateral, and product messaging
• Sellers don’t know there is new content and • Sales talk tracks refined with the input of high performers
keep using old, familiar pieces
• Short videos for prospects that are compliance-approved for
• Sellers can’t find new content when they need it external audiences
• Sellers don’t know how to use the content or If content like this isn't a big part of your mix, then your relationship
understand its value in the sales process managers are missing out on relevant content that will make them more
effective, especially in the volatile, fast-moving financial services industry.
Powering Up Financial Services | 4
3 Stages of a Successful Sales Content Strategy
By following these three stages, you’ll be able to improve your sales content and empower teams to be even more effective.
Collaborate + Create Distribute Optimize
Create, refine, and perfect marketing content Create and curate a continuously updated, on- Track and measure content performance analytics and
by collaborating more closely with your team to demand library of compliant training content. Make real-world observations taken from recorded meetings
develop content they’re going to want to use. it accessible on any device (laptop, phone or tablet) to ensure that materials become stronger and more
“Pressure test" concepts and collateral with when it’s needed. Your goal is to make new assets useful over time. When you engage client-facing teams
internal teams before releasing widely. Distributed as easy to access—and reuse—as possible, and to to refine and improve content, they are more likely
teams can collaborate virtually by using recorded wrap each new piece in a layer of knowledge to to understand the value of each piece, have greater
video to share ideas asynchronously. When you show how and when to use it. confidence in new assets, and use them successfully.
mine wholesalers’ feedback and real-world field
experiences, you get a deeper understanding of
client needs and industry-specific jargon.
Remember, sales content is not once-and-done. Once you launch a new asset, you’ll need to revisit
it over time and decide if it’s still relevant, if it should be retired, or if the messaging needs to be
updated based on current company positioning, competitor challenges, or customer needs.
Powering Up Financial Services | 5
Best Sales Enablement
Content to Activate Sellers
Your firm’s content activation assets will depend on your
products, client base, and market. There’s a huge array
of options available to nurture and inform clients.
Here are seven key content types to
empower your sales organization »
Powering Up Financial Services | 61. Sales Playbooks 3. Product Demo Script 6. Battlecards
Playbooks are comprehensive, internal- The product demo script walks your client-facing These concise, internal-facing documents
facing guides that show the most effective teams through a demonstration of features and establish a firm’s competitive differentiation.
way for client-facing teams to pitch at each benefits to help them do a deeper dive into the They’re designed to help your sales team gain
stage of the sales cycle. With a modern sales specifics of a particular product. Distributed a firm understanding of a competitor’s offering,
enablement platform, you can house and tag teams can practice the script and share feedback as well as key sales messages, essential
these playbooks to make them discoverable from the field by using recorded video to share information about your product, and value
by your team when they search for specific ideas asynchronously. proposition.
funnel stages, personas, verticals, or other
selling scenarios. 4. Email Templates Reps use battlecards to handle objections in
Email templates help client-facing teams deals against specific competitors. Providing
2. Sales Script / Discovery Call Script communicate consistently, send emails at high video examples of how to leverage battlecards
The sales script accompanies your deck and volume, and build trust with clients. They can be in different selling scenarios will make them
equips your client-facing teams with a set personalized based on the client’s pain points even more impactful.
of talking points, guidelines, and leading and industry.
questions to help them present your product 7. Buyer Personas
or service with clarity and consistency. This 5. Win / Loss Stories These documents describe different buyer types
may also include strategies for each stage Unlike case studies, win / loss stories—best to prepare client-facing teams to help uncover
of the sales cycle to help them overcome captured on video—are for internal use. These and solve client problems. Each persona
objections and move clients through each are a way for client-facing teams to explain how represents a typical client. Profiles can include
stage. It’s best if you can provide a voiceover they won or lost specific deals. They enable you background, age, gender, job description,
recording that shows exactly how to deliver to capture, share, and preserve valuable client decision-making power, personal interests and
the talk track to stay in compliance, and and competitor intel for others, especially aspirations, and other details that provide a
outlines the deck’s assorted use cases. new hires. better understanding of the client.
Powering Up Financial Services | 7Supercharge Content Activation
with Sales Enablement Technology
Great content is meaningless if you don’t have the tools to activate it.
This requires a unique set of integrated technology capabilities that work
seamlessly in the flow of your team’s daily work.
There’s a new breed of sales enablement platform that supports team and
content activation. It doesn’t just offer content management or analytics.
It's a new approach to activating your client-facing teams so they become
successful and stay that way over time.
This type of platform offers a holistic approach that combines learning,
content, and collaboration all in one place. These solutions accelerate the
sales cycle, drive higher average contract values, and boost profitability in
the sales organization.
Leading-edge sales learning and enablement technology can help you
deliver the knowledge and insights to equip your sales teams to produce
at the highest levels and drive results no matter what challenge is thrown
their way.
Powering Up Financial Services | 8Modern Sales Enablement with
Allego’s All-In-One-Solution
Allego is built for dynamic learning, content, and
collaboration anytime, anywhere. You can empower
your firm with mobile, interactive technology built
for the way today’s virtual teams work—all through
a single platform.
Powering Up Financial Services | 9Allego drives success with these key capabilities:
Content Management
Create, manage, and optimize sales content for greater
effectiveness through Marketing and Sales collaboration.
Onboarding and Training
Bolster engagement, behavior change, and retention with
virtual programs that shorten ramp time and produce
measurable business value.
Coaching and Collaboration
Target skill gaps and drive team productivity by connecting
sellers, managers, internal experts, and peers with the
knowledge needed to win.
Launches and Rollouts
Accelerate proficiency, drive the use of strategic content, and
ensure reps articulate key messaging for every prospect need.
Virtual Selling
Engage buyers virtually at every stage of the sales process with
interactive, personalized experiences and content.
Powering Up Financial Services | 10www.allego.com | 781.400.5671 | salesinquiry@allego.com
To learn how Allego can help you make your virtual
sales meeting a success, request a demo today.
About Allego:
Transform your organization with mobile, interactive learning technology built for today’s distributed teams. Allego’s learning and enablement
platform ensures that employees have the skills, knowledge, and content to accelerate team success. Instead of traditional onboarding and
training approaches–which are rapidly outdated and quickly forgotten–hundreds of thousands of training, enablement, L&D, and customer-facing
professionals use Allego to deliver the skills that employees need to succeed in today’s dynamic business environment.
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