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Quality content paves the way for strong customer connections

SmartPulse — our weekly nonscientific reader poll in SmartBrief on Sales — tracks feedback from sales managers and executives. We run the poll question each Wednesday in our e-newsletter.

On Dec. 14, we asked: Are you using content to help attract customers and close sales?

  • Yes: 68.57%
  • No: 31.43%

I expected a huge “Yes” response. We all know it’s what we should be doing, so you probably felt pressured to say “Yes” even if you aren’t doing it. Content has never been more important to the sales process. In 2012, make a commitment to develop meaningful content that helps you connect with customers. Don’t be afraid of content building — small chunks are fine and are about all our mobile society has time for these days.

Stephen Pia is the founder of COACH MEdia and a sales trainer and coach.