In the PHCP/PVF industry, the traditional sales approach is built on relationships, technical expertise and in-person networking. While these fundamentals remain crucial, today’s digital-first buyers expect more. They research products, compare solutions online, and often form opinions long before speaking with a sales rep.
For manufacturers and distributors, this shift means one thing: your sales team must evolve – there is no other option. They need to think and act like marketers—leveraging digital platforms, crafting compelling stories, and building a brand presence that supports their sales efforts.
HERE ARE 6 WAYS TO GET THEM ON BOARD
1. Reframe marketing as an extension of sales, not a separate function
Most sales teams see marketing as something the corporate office does in the background—an afterthought rather than a tool for their success. To shift this mindset, you must position marketing as a sales enabler, not a separate department.
- Show the ROI of marketing-driven sales: Share statistics showing how social media, content marketing, and branding improve conversion rates.
- Explain the “Trust Factor”: Customers today are more skeptical than ever. A strong online presence helps build trust before a sales rep even makes a call.
- Share Real-World Success Stories: Provide examples of sales reps who have used marketing strategies to boost their performance.
Example: Instead of saying, “You should post on LinkedIn because marketing says so,” explain, “Sales Reps who regularly post on LinkedIn get 50% more inbound leads.”
Overcoming resistance
Resistance often stems from fear of the unknown or a lack of confidence in marketing. Acknowledge their concerns and provide simple steps they can take without feeling overwhelmed. Offer ongoing training, provide easy-to-use marketing resources, and celebrate wins to reinforce positive habits.
Encourage your sales team to start small—liking and commenting on posts related to their industry before progressing to sharing insights or success stories. When they see positive results, they’ll be more inclined to engage further. Additionally, pairing less confident sales reps with experienced ones who have successfully integrated marketing into their sales efforts can create a mentorship dynamic that accelerates adoption.
2. Teach them the power of storytelling
People don’t buy products—they buy solutions to their problems. A well-told story can communicate value far more effectively than a sales pitch filled with technical specs.
How sales can use storytelling
- Customer case studies: Encourage your sales team to share real-world success stories about customers who solved problems using your products.
- The problem-solution framework: Teach your sales team to structure stories in a way that highlights the challenge, solution, and outcome.
- Personal experience stories: A sales rep who has seen the product in action can tell a compelling firsthand account.
Examples of effective storytelling
Instead of saying, “Our valves reduce downtime,” they can say, “One of my clients was losing thousands every year due to downtime in their manufacturing plant. They used to have to clean out their holding tanks every 2 months, but by working with them we turned that into twice a year. We installed a better stainless product with a manufacturer who listened to their problem and customized a product that now saves them time and energy while increasing production and profitability.”
When your sales team present real-world examples instead of just features, they connect with potential buyers on an emotional level, making it easier to close deals.
The science behind storytelling in sales
People remember stories far more than they remember data points. Neuroscience research has shown that storytelling activates multiple areas of the brain, including those responsible for emotions, memory, and empathy. When a sales rep shares a story about a customer’s struggle and eventual success, they make an emotional connection with the prospect, making it more likely that the prospect will take action.
Encourage your sales team to translate their storytelling skills into digital content. Sharing customer success stories on LinkedIn, for example, helps sales reps establish themselves as industry experts while subtly reinforcing the value of their products. Marketers can assist by providing easy-to-share templates and examples.
3. Social media as a sales tool, not just a marketing channel
Most sales reps view social media as a place for personal updates—not as a business tool. However, platforms like LinkedIn have become essential for sales professionals looking to engage with prospects.
Steps to get sales reps active on social media:
- Start small: Encourage them to like, comment, and share industry posts before creating their own content.
- Make posting easy: Provide a library of pre-written posts and images they can use.
- Teach engagement strategies: Liking and commenting on a prospect’s post is a simple way to start a conversation.
- Encourage posting personal wins: Sales Reps should share client successes, project milestones, and lessons learned to humanize their online presence.
Example:A sales rep who shares a post saying, “Just visited a job site where our products helped cut installation time in half. Love seeing our solutions in action!” is positioning themselves as an expert.
Why this matters
Sales reps who use social media strategically not only increase brand visibility but also establish credibility as industry experts. Potential clients are more likely to engage with a sales rep who is seen as knowledgeable and active in the industry, ultimately making the sales process smoother and more efficient. By equipping your sales team with the right strategies and tools, they can turn LinkedIn and other platforms into powerful sales-enablement tools that contribute directly to business growth.
4. Turn trade shows & on-site visits into content opportunities
Sales reps attend trade shows, job sites, and customer meetings all the time—but they rarely think about using these experiences as marketing content. You are missing a gold mine of content right in front of you!
How to get sales teams to capture more content:
- Encourage photos & videos: A quick picture of a product in action or a short video explaining a customer’s challenge can make for great social media content.
- Make it a habit: Create an easy system for reps to submit content that marketing can polish and post.
- Highlight customer success stories: Capture testimonials or before-and-after case studies directly from clients during visits.
- Leverage trade show buzz: Have your sales team share insights from panel discussions, keynote speakers, and new product launches.
Content opportunities from trade show
- A photo of a sales rep at a trade show, captioned “Great conversations at [event]! Excited to introduce our latest solution to customers.”
- A behind-the-scenes video of setting up a booth.
- A quick LinkedIn post on key industry insights from a conference session.
- A customer interview discussing how your product helped solve their challenges.
By encouraging your sales team to actively document and share their experiences, you increase brand visibility and showcase real-world applications of your products, reinforcing credibility and attracting potential buyers.
5. Make it fun & competitive
Sales teams thrive on competition. Turn marketing engagement into a challenge:
Ways to gamify marketing participation:
- Leaderboards: Track and reward the sales rep with the most LinkedIn engagement or content contributions.
- Gamify content creation: Offer small incentives for team members who submit photos, case studies, or social media posts.
- Shoutouts & recognition: Publicly acknowledge top contributors in meetings or company newsletters.
- Create a monthly challenge: For example, the rep whose LinkedIn post gets the most engagement in a month wins a prize or is featured on the company’s main page.
- Make it a team effort: Form teams within the sales department and encourage collaboration on content ideas, sharing best practices to elevate everyone’s efforts.
- Provide real-time feedback: Offer constructive feedback on social media posts and help your team refine their messaging for better engagement.
- Tie it to career growth: Show your sales team how an active presence in the industry can lead to more opportunities, both within the company and externally.
By making marketing engagement a friendly competition, you foster a culture where your sales team are motivated to build their online presence and integrate marketing into their daily routines.
You don’t need to turn your sales team into full-time marketers—just equip them with the right tools, mindset, and encouragement. A small shift in how sales reps approach storytelling, social media, and branding can yield significant results.
6. Provide training & ongoing support
Many sales reps avoid marketing because they don’t know where to start. Ongoing training removes that barrier.
How to train sales teams in marketing:
- Host short training sessions: Conduct regular workshops on LinkedIn best practices, storytelling, and content creation. Keep sessions short and focused to maintain engagement.
- Offer one-on-one coaching: Assign marketing mentors to guide sales reps in refining their social media presence and crafting compelling posts.
- Develop an internal knowledge hub: Create a repository of successful sales-marketing collaborations, best practices, and FAQs to help reps navigate digital marketing challenges.
- Monitor & measure success: Track social engagement metrics and provide reps with regular feedback on their performance, offering suggestions for improvement.
By providing structured training and continuous support, companies can ensure their sales teams remain confident, engaged, and effective in integrating marketing into their sales efforts.
Final thoughts: Small shifts lead to big wins
You don’t need to turn your sales team into full-time marketers—just equip them with the right tools, mindset, and encouragement. A small shift in how sales reps approach storytelling, social media, and branding can yield significant results. By helping them embrace these strategies, companies can create a more engaged and effective sales force that builds trust and credibility with customers long before a sales conversation begins.
Marketing and sales are no longer separate functions. In today’s digital landscape that you can longer avoid, they are intertwined, working together to drive business success. Sales reps who leverage social media, share valuable insights, and engage authentically with their audience will not only generate more leads but also shorten sales cycles and strengthen relationships with prospects.
Start small—encourage them to engage on LinkedIn, share a customer success story, or post an industry insight. Celebrate the wins, provide ongoing support, and create a culture where marketing is seen as an asset, not an obligation. The companies that make this shift will position themselves ahead of the competition, turning their sales teams into trusted industry voices that drive long-term growth.
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