Creating sales content worthy of the iPad.

Here’s a scenario that’s becoming all too familiar. A company outfits its salespeople with shiny new iPads, and they’re all excited. Prospects and clients are impressed, eager to see this new technology in action. And then, the big letdown. The sales reps have nothing more to show than the same old brochureware and PowerPoint presentations. Talk about a missed opportunity.

A new medium demands a new kind of message.

In the iPad era, there’s a new sales dynamic. The “wall” between sellers and buyers – a.k.a., the laptop screen – is gone. That makes information sharing easier, resulting in a more collaborative, consultative sales process. So how can you, as a marketer, create content that supports this new way of selling?

For starters, ask a few key questions of your content:

• Does it engage the customer through interactive, hands-on learning?
• Does it use the unique features of the iPad?
• Is it compelling enough – and yes, cool enough – that your sales force will actually want to use it

Selling in the real world.

Lately, we’ve been developing a lot of interesting iPad content. We’ve also been keeping our eyes open for interesting ways to leverage the iPad for sales success. Some suggestions…

• Free your content from the kiosk. At trade shows, put demos or surveys on iPads instead. This simple change can make your salespeople more mobile. That way they can reach more attendees, who are also mobile. And in a more personal way.
• Make it easier to choose a product. Instead of overwhelming with sell sheets and matrices, offer an interactive product selector. It’s a great way for insurance brokers to present a product portfolio or healthcare salespeople to share the attributes of services with administrators.
• Demonstrate the value proposition in a fresh way. How can you get a prospect to stop and think twice about what they’re buying? Maybe this example from Putnam Investments will inspire you. Their (iPhone) app scans the bar code of a proposed purchase, then shows you how much you’d gain in retirement income if you applied the purchase amount to your 401(k) instead. It’s interactive and compelling – just what your content should be.
• Make your selling story cohesive. Too many iPad experiences involve endless tapping around on screen to demonstrate benefits. To better control the conversation, employ an interface or scripted approach that leads prospects along a clear path. The more memorable, the better.
• Let customers explore themselves. Show someone an iPad and the first reaction is, “Can I try it out?” Why not let them? If your content makes good use of the iPad’s interactivity, clients will be happy to pinch, expand and zoom in on your solutions. Let them see what happens when features are removed or upgraded. In other words, show rather than tell.
• Put your company behind your sales force. They’re alone on the front line. With the iPad, however, you can provide instant access to videos of company experts, case studies and other persuasive points of view.

iPad app or tablet-ready microsite?

Fortunately, your iPad aspirations can fit into a couple different budgets. A microsite built in HTML5 can run on both the Web and mobile platforms, bringing down costs and risk. A full-fledged iPad app lets you create a more custom experience and can work without the Web, but the cost is higher.

You’ve got the technology. Now get the tools. 
Marketers, let’s talk about your iPad strategy and how you can give your sales teams the digital content they need to be competitive today.