An eNewsletter can support your sales staff and directly improve your sales in two primary ways:

1. It helps your sales staff build relationships with prospects so that common ground is established early in the sales process. Prospects who regularly receive your company’s eNewsletter already recognize the brand and hopefully have gained value from its content. This makes it easier for the salesperson to connect with a prospect because he or she already has a positive image of or connection with your company.

2. It helps educate prospects. When eNewsletter recipients receive ongoing information about your company’s products and services, sales staff can spend less time introducing the prospect to your company as a whole and more time on the specific products and services you offer. This makes sales calls easier and sales cycles shorter because much of the work required to convince a prospect that your company is a credible, trustworthy vendor has been done by the eNewsletter.

These are two key advantages an eNewsletter can give sales staff over the competition.