Since digital selling has become essential, tools like digital sales rooms (DSRs) help sellers share content in more engaging ways.
Companies like Distribute create specific DSR tools, and platforms like Highspot, Seismic, and Showpad now offer DSRs as part of their main content-sharing products.
With DSRs, your sellers can create custom, branded microsites to share content with customers. Advanced versions even allow sellers to share plans with customers and manage quotes and contracts.
Tips for Using Digital Sales Rooms (DSRs) Effectively
Put Yourself in the Buyer’s Shoes
Your customer’s organization also has a buying process that mirrors your sales process.
If a seller believes a deal is worth creating a DSR, there’s a good chance the buyer is tracking this decision internally. They might be using something simple like SharePoint or Google Drive.
Buyers are also trying to keep things organized for their team. Often, they’ll download all the DSR content and put it into their own system for everyone to access. This means the DSR might not be giving them much extra help.
What to Do?
Have your sellers check in with buyers about their process. Ask if a microsite would help them with their buying team. Can they use DSR links directly, or do they need actual files?
Make Content Just for the DSR Format
It’s easy for busy sellers to use a DSR just like email—sharing links and files without much thought.
You might think, “After the call, I’ll send a few case studies and the recording.” Then add those links to the DSR. But this doesn’t make things easy for buyers.
Most buyers won’t sit through an hour-long call recording. They want to quickly understand what’s important.
Instead, as sellers, you can apply these tips to make your digital sales room more interactive.
- Use Headings: Add headers to guide buyers through the content and make it clear what each part covers.
- Add Images: Instead of a long slide deck, include screenshots of key slides so buyers can get the main points without opening the entire file.
- Short Videos: Instead of a full demo, create short, 90-second videos highlighting key parts. Add text to explain what each clip shows.
Want a faster way to make content for your DSR? Distribute works with call recording tools like Gong, Sybill, Otter, and many more. Just import your call transcripts, and Distribute’s AI can create the content for you. It’s quick, easy, and saves time!
What to do?
Train sellers to build engaging DSRs. Maybe assign a marketing intern as a “DSR helper” to support account executives.
Don’t Just Focus on Your Main Contacts
It’s easy to focus only on the contacts who attended the meeting. But keep in mind, that most buying processes involve new people joining later on.
People switch roles, move on, or new team members are added. Your original contact may need to share important content with someone new.
This is a chance for sellers to include a section that keeps new buyers up-to-date. Consider including:
- Our Understanding of Your Challenge
- The Cost of Inaction: Why this problem matters and needs a solution.
- How Our Solution Helps: Explain how your solution is the right fit.
This shows new buyers that your team isn’t just focused on making a sale. It shows that you genuinely care about solving their problem.
What to do?
Ask sellers to create a welcome video. This should speak to new people who may join the buying process along the way.
Make Content for All the People Involved
The buying process can be complex, with many people involved from different teams.
Don’t wait for your customer to ask for specific documents or long questionnaires. Be proactive by adding sections in your DSR just for these topics.
This can include:
- FAQs on Common Legal Questions: Address typical questions on your MSA (Master Service Agreement).
- Security Testimonials: Share video testimonials from other customers' security teams who explain your practices.
- Certifications: Include registrations or certifications, like your listing with the Cloud Security Alliance.
What to do?
Set up template pages for sellers to support teams like Legal, Security, Project Managers, and Integrations. This way, they can easily add the right info for each team.
Avoid Over-Tracking Every Interaction
Imagine you’re in a shoe store. You pick up a pair of shoes to check them out.
Suddenly, the sales assistant is right there, saying, “These are $79.99, leather, and on discount today!” It feels overwhelming, and you’re likely to put the shoes back and walk away. (I do this all the time!)
Your buyers know their activity in the DSR is tracked. But if you jump on every click or view, it may push buyers to download all files and save them elsewhere. This defeats the purpose of the DSR.
You must avoid hovering over every interaction. Instead, allow buyers to explore the DSR content at their own pace.
Of course, it’s helpful for sellers to know if a buyer hasn’t looked at the pricing page or if they shared a video with a teammate. But this shouldn’t drive every conversation. Focus on what matters most to the customer.
What to do?
You should know how to interpret and use DSR analytics without overwhelming buyers.
Get Your Buyer’s Feedback
After you’ve launched your DSR platform, and it’s been used in several sales processes, take the time to check in with buyers. Ask them about their experience with the platform.
Treat these discussions like a product interview. Helpful questions include:
- Who used the DSR?
- How did you use it?
- What parts were easiest or hardest to use?
- Did it change how you viewed or used the content?
- Did it help or slow down your buying process?
- How did it impact your view of our company or seller?
The DSR plays a big role in the buyer’s experience. It’s too important to just set up and leave for sellers to manage on their own. If buyers don’t see value in it, you’re spending money on a tool that might not help your sales.
Make Navigation Easy for Buyers
Buyers have limited time, so organize your DSR in a clear, logical way. Group similar content together.
For instance, keep all product details in one place and customer testimonials in another. This helps buyers find what they need quickly.
Choose headings that describe the content accurately. Good headings help users know what’s in each section and make it easier to find specific information without extra scrolling.
Make your DSR easy to browse. Add a table of contents or an index at the start. Use hyperlinks to let users jump to sections that interest them. These tools save buyers time and make their experience smoother.
What to do?
Test the navigation with real users to get feedback. Look for any parts where users have trouble and adjust as needed.
Conclusion
Digital Sales Rooms (DSRs) are now a must-have in digital sales. They give sellers a way to share content that’s clear, organized, and engaging.
But to get the most from a DSR, it’s important to think about what the buyer needs.
When you focus on the buyer’s experience, simplify navigation, and gather feedback, your DSR becomes a real resource—not just another sales tool.
