Adapting Content For Mobile Sales Enablement
The term ‘we need an app’ is one that I have commonly heard banded around over the past 18 months. When I question our professional services clients about why they need an app the common response is there is a need to ‘keep up’ and be been seen as innovative. With this comes a journey around how a firm can adapt to a fast moving mobile environment.
There is a lot of great technology out there which allows for client facing individuals to access content on the move in a very smart interactive way. If you already have mobile initiatives, then these tools will help drive business development efforts on the move in a more immediate and efficient manner. This involves transferring all your content from a primarily offline format to being interactive, online and mobile ready.
If however, you are early on in the journey it is a daunting thought to adapt your content (for a professional services firm that could be your entire intranet and website!) to be interactive and mobile optimised. I believe that the initial stages of adapting your content for mobile come with the following content types;
- Access to existing sales documentation on the website and intranet (Research, product and service information)
- Ability to present on a tablet in any location, preferably when offline too
- Ability to capture leads and minutes
- Ability to have more interactive content
With this adaptation comes the question of how much will this cost? In order to make the most out of the culture shift it is important to develop a strategy that is going to get used by the salesforce and within budget. Therefore immediate requirements should be heard and answered. An all singing all dancing solution where only 50% will be utilised due to a lack of knowledge and a new method of working could stop your program in its tracks.
HTML5 Interactive Content
The general starting place with content for mobile is having access to existing pdf and ppt materials on your tablet. A great and simple step forward from there is to develop this content to be interactive and innovative. Some may suggest a separate app for these tools, however we believe it makes sense to try and keep this content within one simple app so sales people know exactly how to find it when on the move. With the ability to display interactive content in simple HTML5 it allows for a great step forward giving sales people access to what would traditionally be too expensive and complex to develop. Great examples of HTML5 interactive content are;
Calculators – these can vary depending on industry. You could have mortgage calculators, office space calculators or tax calculators. The output being quick and instant for that face to face meeting. Using these allow for immediate action points in the follow up
Animated timelines – display in an animated way how your company has become who they are today.
Annual Reports – allow for full interactive annual reports
Interactive web pages – with new websites being the order of the day these kinds of content are commonly created as part of the website pages. These are easily adapted as content in applications
With this in mind it is important to look at technology which will allow you to adapt and personalise your content to fit with your strategy in an affordable way and at a pace that suit you. There are sales apps in the market which allow for this and will develop over time and answer questions posed by the users whilst there knowledge and experiences of mobile sales enablement progress.
When looking at mobile technology, it is important not to get bogged down in the features and functionality and look more at what you have available today and how that will change over the coming months and years.