To drive high buyer engagement, Include content that has already proved itself based on data from your sales enablement platform or past experience.

Where possible, personalize the content to include the prospect’s name, position, and company. So content is being received in the most persuasive way possible, you can even use terminology that is specific to their industry.

Have support accessible at all times

If your buyer doesn’t find the information they need immediately, you risk them getting frustrated and looking for answers elsewhere, potentially with a competitor.

In your digital sales room, it’s a good practice to include a support channel that is accessible at all times. Or, have an in-room chat option to ask and answer any buyer questions in a centralized platform where no information will be lost.

Make your content unique with purposeful interaction

Your content needs to meet your buyer at their stage of the journey. Answer the questions they have at that stage and guide them through the digital sales experience to the next. But that certainly doesn’t mean that your content should be monotonous.

On the contrary, your potential buyers should feel curious to learn about your product through content that is interactive and engaging.

You want prospects to remember your content, and that means forgoing long Word documents and instead leaning into videos, infographics, product demos, slide shows, and fun visual documents.

Always make the next steps clear

Guide the buyer down the sales funnel with clear next steps and actions. Not only does this direct prospects to the final closure, but it also gives insight into prospective roadblocks in the process and indicates where content is missing. Some things to keep in mind:

• Create and embed customized CTAs into each content piece to drive the buyer through their learning journey.
• Create a checklist or an action plan built from past successful seller experiences outlining what the next steps or content to consume should be.

With clear next steps, you make sure that the buyer is staying on track and making progress toward their final purchase.

Keep the content on brand to elevate purchase desire

You want buyers to feel the brand throughout the buying process so that they establish a connection with your product. Here are things to keep in mind:

• Deliver your brand’s value and purpose to your buyer with every content interaction
• Customize your digital sales rooms to reinforce the look and feel of your company
• Position your content as an enhancement of your business values and tone

By keeping your content on brand, you avoid creating false expectations. Instead, your content clearly communicates the benefits and objectives the product can fulfill.

Include a product demo

Product demos give users an opportunity to see firsthand the benefits your product or service can provide.

Access to demos helps prospects fully understand the features and product capabilities as well as allowing them to imagine the time they can save and the problems they can solve by using your product.

With demos available, sellers can directly question the prospect’s particular needs and show them how to solve their problems.

Your DSR is only as good as your sales content

When you’ve got a great potential buyer visiting your digital sales room, the real driver is the content you provide.

Use insights from past sales processes to deliver the most impactful content to your buyers at each stage of the buyer journey. This will enhance the buyer experience and simplify the selling process. The sales materials should educate the buyer without hard selling the product or service. The idea is to help the buyer become empowered in their purchase decision.