By  , Digital Sales & Marketing Coach

How do we integrate our Learning Centre with our sales process?

How do we integrate our Learning Centre with our sales process?

You’ve built a fantastic Learning Centre packed with valuable content.

But how do you bridge the gap between those informative resources and your sales funnel, nurturing leads and converting them into loyal customers?

How can you get your sales team to use this valuable content?

Here’s how to integrate your Learning Centre seamlessly, leveraging the “They Ask, You Answer” framework for a buyer-centric approach that builds trust and minimises buyer remorse.

The “They Ask, You Answer” Philosophy

Salespeople traditionally took a proactive approach, pushing features and benefits.

The sales-led “They Ask, You Answer” framework flips the script.

Instead of telling, you answer.

The core principle is simple: identify the “Big 5” questions your ideal buyers ask most frequently across the sales journey – the questions that move the needle towards closing deals.

Then, create high-quality content (blogs, videos, guides) within your Learning Centre that directly addresses those questions.

But it only really works if your sales people are involved in content creation from the start. No they don’t create it, but they give the marketing team the content ideas (using the Big 5 topics), and they potentially can also be the Subject Matter Experts who the marketing team interviews to get the best information to answer the questions.

Importantly, the sales team must be kept up to date on when content is published, and encouraged by leaders to use it in the sales process.

But this is a sales-led imitative, not one led by marketing. This must be remembered throughout.

Why This Works:

  • Empowered Buyers, Happy Buyers: In today’s information age, savvy buyers prefer to research and educate themselves. “TAYA “They Ask, You Answer” content gives them the resources to do so, putting them in control of the buying process and fostering a sense of self-directed decision making.
  • Building Trust with Authority: By providing insightful answers to their biggest concerns, you establish yourself as an industry thought leader. Buyers trust you as a reliable source of information, not just a salesperson with a pitch.
  • Reduced Buyer Remorse: When buyers educate themselves using your content, they enter the sales conversation with a clearer understanding of their needs and how your solution fits. This reduces post-purchase anxieties and fosters long-term customer satisfaction.

Integrating Your Learning Centre with the Sales Funnel

Now that you understand the power of ‘They Ask, You Answer‘, let’s explore how your Learning Centre can become a sales powerhouse:

  • Lead Scoring: Attach values to different Learning Centre content pieces based on how closely they align with the “Big 5” questions and the buyer’s journey stage (awareness, consideration, decision). Higher engagement with these high-value resources indicates a hotter lead.
  • Content-Based Nurturing Flows: Develop automated email sequences triggered by a user’s activity within your learning center. For example, if someone downloads a whitepaper on pricing, send a follow-up email with a case study showcasing your product’s return on investment. This keeps you top-of-mind and guides them down the sales funnel.
  • Sales Team Enablement: Equip your sales team with in-depth knowledge of your Learning Centre content. Encourage them to proactively share relevant resources with leads during conversations. This reinforces your TAYA approach and positions the salesperson as a trusted advisor, not just a closer.

Example of They Ask, You Answer’ Content in Action:

Big 5 Question: “How do your competitors compare?” – in the Big 5 topics, this is a comparison question.

  • Learning Centre Content: Comparison guides analysing features and benefits, customer reviews highlighting differentiators.
  • Sales Enablement: Salesperson sends a customer review showcasing your product’s unique advantage to a lead who downloaded a competitor comparison guide.

Remember, your Learning Centre isn’t just about information; it’s about fostering trust and empowering buyers.

By embracing ‘They Ask, You Answer’ principles and integrating your learning Centre with your sales funnel, you’ll attract higher-quality leads, nurture them effectively, and close more deals with confident, empowered customers.

Ready to get started?

Let’s schedule a conversation to discuss how to optimise your Learning Centre as a sales powerhouse.

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