About This Episode
If you’re a business leader, you’ve probably faced the challenge of getting your sales team to fully embrace a new strategy. One of the ways we’ve seen this play out at IMPACT is when leaders try to get their sales team to adopt Assignment Selling, a concept that leverages content throughout the sales process to inform and engage buyers. Despite its proven effectiveness, many companies struggle with getting their team on board. But as discussed in a recent episode of Endless Customers featuring Alex Winter and Chris Duprey, mastering Assignment Selling could be a game changer—if you can overcome the initial resistance.
What is Assignment Selling?
At its core, Assignment Selling is about integrating educational content into the sales process. Rather than relying solely on traditional pitches and meetings, Assignment Selling gives prospective buyers resources—like blog posts, videos, and guides—that answer key questions before a sales conversation even begins.
Chris explains the concept best: “We leverage content to help educate buyers about the sales process… The more people are educated, the more they’re going to buy. And we can influence that in the sales process if we do it correctly.” This strategy allows sales teams to prime their prospects with knowledge and, as a result, shorten the sales cycle and increase conversion rates.
The foundation of this idea comes from Marcus Sheridan’s “They Ask, You Answer” philosophy. In fact, one of Marcus’ early revelations was that customers who read 30 articles on his pool company’s website converted 80% of the time. From there, the company began assigning content proactively—such as a 30-page buyer’s guide—before meeting with prospects.
Why Assignment Selling Works
One of the biggest challenges in sales is walking into a meeting with an unprepared buyer. They might not know what to expect, or worse, they might come in defensive or even try to control the conversation. When buyers are in the dark, sales conversations often become repetitive and ineffective.
Assignment Selling flips that script by preparing buyers ahead of time. As Chris put it, “When people don’t know what to expect, they show up cold and defensive, or like the alpha dog that’s going to take charge of the call.” Neither scenario is ideal for closing a sale.
With Assignment Selling, potential clients are given the content they need before the meeting, answering common questions and easing anxieties. This not only builds trust with prospects and makes them feel more confident but also positions the salesperson as an expert and trusted advisor, setting the stage for a more productive and focused conversation.
The Hurdles of Implementing Assignment Selling
While the concept of Assignment Selling seems straightforward, getting your sales team to adopt it can be a challenge. Chris outlined some common hurdles leaders face when introducing this strategy:
Sales teams resist being assertive. It’s a bit ironic, but many salespeople shy away from being direct because they don’t want to come across as pushy. Chris explains, “Sales folks don’t like to be assertive or tell people what to do… They don’t want to be the pushy salesperson.” Instead of soft-pedaling, Chris encourages leaders to coach their team to use firm but helpful language, like: “For us to have the best meeting and make the most of our time together, I need you to review these materials before we meet.”
Many salespeople dislike using video. One of the most effective ways to execute Assignment Selling is through personalized, one-on-one video. However, some salespeople are uncomfortable with how they look or sound on camera. Chris reminds us that prospects see and hear you the same way in person: “It’s not like you can change what you look or sound like when you walk into a meeting. It’s you.” By practicing, your team will get more comfortable—and once they see the impact on their sales, they’ll be hooked.
Lack of content. Many companies hesitate to start Assignment Selling because they feel they don’t have enough content. But as Chris explains, you can still start the process with simple, personalized videos or existing resources. He recommends recording a short video for a prospect outlining what the meeting will cover and why the content you’ve sent is important. Over time, more content can be developed, but the initial steps are doable even without a full content library.
Consistency in execution. Leaders often struggle to get every salesperson on the same page with Assignment Selling. It’s crucial to offer support and guidance, but as Chris notes, “The best way to get buy-in is to have one or two team members start using it successfully, then share their wins with the rest of the team. This creates momentum.”
The Benefits of Assignment Selling in Action
To illustrate the impact of Assignment Selling, Chris shared one of his favorite examples: a company called Opus Partners. Before implementing Assignment Selling, their sales meetings were long—sometimes 90 minutes or more—because prospects would show up unprepared. Once Opus required prospects to complete pre-call assignments, including reading a buyer’s guide and filling out forms, the entire sales process became more efficient.
Prospects were better informed and, as a result, more serious when they finally got on the call. Opus could also weed out unqualified prospects, saving time and effort. Their sales cycle shortened, and they found that better-qualified leads led to more closed deals.
This shift in approach transformed the company’s sales process and ultimately improved their results. Chris points out that this method works across industries, from IT to roofing companies, because when people know what to expect, they show up better prepared and more engaged.
Getting Your Team to Embrace Assignment Selling
So, how can business leaders get their sales teams to fully adopt Assignment Selling? It starts with strong leadership and setting an example. Chris suggests that leaders start sending one-on-one videos themselves to show that they’re embracing the process too. If your team sees you doing it, they’re more likely to follow suit.
“When leaders respond to people only in video, it shows the sales team that they’re all in. It’s uncomfortable at first, but once a few team members see success, the whole team gets on board,” Chris shared.
Assignment Selling isn’t just a buzzword—it’s a transformative approach to sales that can reduce the length of sales cycles and improve conversion rates. By sending personalized content and leveraging one-on-one video, you can educate prospects before they step into a meeting, creating trust and positioning yourself as an expert.
The most important takeaway from this episode? Assignment Selling helps your buyers feel more educated, which leads to better conversations—and ultimately, more sales. If you’re ready to take control of your sales process, start with small steps, coach your team, and lead by example. And don’t forget, consistency is key. Your team won’t adopt this overnight, but with patience and leadership, you’ll see the payoff.
Connect with Chris Duprey
Chris Duprey is a sought-after speaker and business coach with over two decades of leadership experience.
Get to know Chris through his IMPACT bio page
Connect with Chris on LinkedIn
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