What Is Assignment Selling?
Since we now know that it’s not enough to simply publish your content to your website, you need to institutionalize the active use of your content during the sales process -- which is called “assignment selling.”
More specifically, assignment selling is:
- The process of intentionally using information.
- …which you have created via text, video, or audio.
- …that is educational about your products and/or services.
- ...with the purpose of resolving the major concerns and questions of the prospect, so they are dramatically more prepared for a sales appointment -- or multiple sales appointments.
How Does Assignment Selling Work?
Let’s say someone were to contact us with this message:
“Hi, IMPACT! Our website is www.abc123company.com and is currently built on WordPress. We have already scheduled a time to talk with someone from your sales team on Wednesday. But can you send us a quote for how much it would cost to redesign our website and put it on HubSpot before that meeting? Thank you!”
An assignment selling response would look something like this:
“Hi there! You’ll actually be speaking with me on Wednesday, and I am very much looking forward to it. But since a website redesign project of any size is an extremely important investment that will have a direct impact on the success of your business, I want to ensure you’re as educated as possible, so no mistakes are made throughout this process.
First, we recommend that you read through our Guide to Website Redesign for Businesses. This guide walk you through everything you need to know before you hire an agency to redesign your website, including what influences the cost of a website project, how to set your timeline and budget, questions to ask prospective agencies for your project, and who on your team should be involved in the project.
This is a great resource that will answer many of the questions you have right now. It is a bit long, but I promise you, it will be well worth your time. Would you take the time to review this guide before we meet on Wednesday?”
We can tell you that about 90% of the time, someone will reply with, “Sure!”
At that point, we would confirm the appointment and their completion of that homework:
“That’s great to hear! I’ll reach out to you on Wednesday morning to confirm our meeting and to ensure you took the time to read through that guide.”
You can also leverage assignment selling to make your follow-up contacts about a pending proposal more targeted and specific. For example, you could ask a prospect to watch a video that addresses any questions they may have mentioned to you about the proposal process or the service you had been discussing…
“Tomorrow, I’ll give you a call, so we can discuss.”
It may seem bold and audacious to you to make such requests of prospects during the sales process, and you’d be right. But it’s also incredibly effective. And if you embrace the role of the teacher, you will earn the right to ask for such commitments from your buyers.
Keep in mind, however, that these asks should be limited to the content you produce on your website. So, make sure you’re producing the right content and videos for your potential buyers, so never feel as if you do not have the content to support assignment selling in your sales process.