The head of sales is a goldmine of customer insight – they know firsthand what messaging resonates with prospects and what objections come up. Involving them can make website copy far more persuasive. Marketers should ask questions like: “What questions do prospects ask most often during sales calls or demos?” If the sales head says, for example, “They always ask how we compare to competitor X or if we integrate with Y,” that’s a cue to address those on the website – maybe on the homepage or FAQ – so prospects see the answers upfront (e.g., a comparison table or a line like “Seamlessly integrates with Y software” right in the copy). Another question: “What part of our pitch or value proposition seems to excite prospects the most?” Sales might say, “When we show the ROI calculation or mention we cut manual work in half, their eyes light up.” Ensure that benefit is shouted on the site, not buried. For instance, turn it into a prominent headline or subheadline (“Reduce manual work by 50% with our solution”). Also ask: “What misconceptions or concerns do prospects have about our product/ service?” Sales might reveal something like, “Many think implementation is hard until we clarify it’s done in 2 weeks.” That’s a sign to proactively tweak copy to preempt that – e.g., add “Quick 2-week implementation” in the features/benefits list. “What characteristics define our best customers and why did they choose us?” The sales head could share mini-stories: “Our best customers chose us because we’re more flexible and customer-centric than big competitors.” This can guide tone (emphasize customer-centricity in copy) and content (maybe include a testimonial speaking to flexibility). By asking these pointed questions, marketers get to infuse real-world persuasion points into the website. Essentially, it aligns the website’s narrative with what actually works in the sales process. The outcome is copy that not only sounds nice, but actually addresses the key points that move prospects to buy – because it was informed by direct sales experience. So, partnering with the sales head makes the site a better “digital salesperson”: anticipating and answering prospects’ top-of-mind issues, mirroring the language that sales knows works, and highlighting the differentiators that sales knows often seal the deal.
