How to Use Content in the Sales Process (To Close More, Faster)

Content isn’t just for marketing.

When used in the sales process, content becomes your greatest trust-building tool. It helps:

• Answer the hard questions
• Speed up the sales cycle
• Disqualify bad fits
• Make the rep feel less like a pitch machine and more like a guide

Sales conversations shouldn’t start at zero. When you assign content, the buyer shows up ready for a back-and-forth, valuable conversation.

Done right, content can help buyers self-educate before your first meeting, which elevates the quality of your conversation. Instead of wasting 15 minutes explaining your pricing or process, you’re uncovering needs, exploring fit, and solving problems faster.

Bottom line: If you’re not using content to sell, you’re working harder than you have to.

The 3 Moments Where Content Has the Most Impact

1. Before the Call

Use content to prepare the buyer:

• “What to expect” videos
• Pricing articles
• Explainer videos

This creates alignment and cuts down on repetitive questions.

Pre-call content is the easiest way to raise the floor of your first conversation. When a buyer shows up already knowing what you charge, how the process works, and what makes you different, you skip the warm-up and go straight to the real conversation.

It also helps them feel more in control. They don’t walk into a call blind. They walk in informed and curious, ready to engage, not just listen. That changes everything.

And maybe most importantly: it helps you disqualify people early. If a buyer doesn’t engage with your pre-call content, they might not be ready. And that’s a win, because now you know.

2. In the Call

Use content to anchor the conversation:

• Pull up a cost breakdown article and walk through it
• Use a video to explain a complex process

Let content do the heavy lifting so you can stay focused on the buyer.

Content in the call should reinforce it. A great article or graphic can simplify a complex message and make your conversation more actionable.

When a buyer sees pricing, process, or proof visually (in real time) it hits differently. The trust goes up. The resistance goes down. And the close gets closer.

3. After the Call

Reinforce the conversation and handle remaining questions:

• Follow-up articles
• Product comparisons
• Customer testimonials

This keeps momentum going between meetings.

Buyers often need to bring others into the decision. Post-call content helps them tell your story clearly, accurately, and confidently.

Every call should end with a next step, and content can bridge the gap between those steps. When buyers leave a conversation and still have doubts or confusion, the deal slows down. Great follow-up content closes that gap. It keeps things moving. It gives the buyer tools to keep selling (even when you’re not there).

How to Assign Content the Right Way

If you want content to actually drive results in your sales process, you can’t just “drop a link.” You have to assign it like it matters.

Here’s the assignment framework:

1. What — Be specific. Tell them exactly what you're sending. Don’t bury the lead.
2. Why — Connect it to their world. Why should they care? What will they get from it?
3. When — Set a deadline. Make it clear this is meant to be reviewed before the next step.

This isn't about pushing content for the sake of it. It’s about creating alignment and preparing for a better conversation.

Example assignment email:

“To help you get a clear picture of what this process will look like, I’m sending you two key pieces of content. 

The first is a video that shows you the entire process of a fiberglass swimming pool being installed. You're going to see what it looks like when it arrives at your home, the excavation of the hole, the pool going in the ground, the patio going in around it, and the cleanup. This way, when we talk on Friday, you're not going to ask, “So what does this process look like?”—you’re already going to know.

The second is a guide that covers the most common questions and decisions you’ll face, like: Should I get a heater with my pool? What's the best type of heater? Should it be gas? Should it be electric? Should it heat and cool my water? Should I get a cover? What's the best type of cover? And so on.

Based on this, Mr./Mrs. Jones, will you take the time to review these two things before our call on Friday?”

The goal is to make the buyer feel like you’re giving them something of value, not just sending homework. When they see the purpose behind the content (and the payoff for engaging) they’re more likely to follow through.

The tone should be helpful, not transactional. Clear, not pushy. And it should always reinforce the idea that you’re here to guide, not pressure.

How to Measure If It’s Working

You’ll know your content is working when:

• Buyers show up asking deeper questions
• Sales cycles shorten
• Reps report fewer objections and repeated explanations

To get more precise, track:

• Open and click rates (if emailing content)
• Time-to-close on deals where content was assigned
• Rep feedback in your CRM or sales coaching platform

Want to go deeper? Look at where in the sales process content is being used, and what’s missing. That’s how you uncover new opportunities to optimize and scale your content strategy.

Content is for More Than Just Marketing

Content doesn’t belong on your website alone. It belongs in your sales process. Used right, it educates, builds trust, qualifies buyers, and makes your reps’ jobs easier.

Start assigning content with purpose, and watch your pipeline move faster.

Want this engine humming across your whole team? The Endless Customers System™ gives you the frameworks and coaching to weave buyer-centric content into every stage, so trust compounds and revenue scales. Let’s talk about making that happen.