drive

Pick Your Tools to Drive Sales

Marketers of complex products have a large set of tools at their disposal, in addition to traditional media, marketing, direct response, and public relations.

Tool	When to Use

Glossy brochure	Captures initial interest by presenting a high-level view of the product, emphasizing business benefits.

Web content	For dynamic information and for fast, easy, low-cost delivery of any information to an audience with Web access. May be either interactive or static or, most likely, a combination of both.

Data/product sheet	Brief technical explanation of the product intended to provide a fast overview of features, explain how it works, and identify technical requirements.

Technical/product backgrounder	Provides a detailed explanation of the product intended to resolve technical concerns and establish technical advantages and differentiators.

Corporate backgrounder	Provides a comprehensive description of the company, its history, management, strategy, and direction for the purpose of establishing the credibility of the organization.

White paper	Addresses specific issues of customer concern by providing a detailed explanation of how the organization is addressing the particular issues.

Business plan	Provides the comprehensive new business story in a compelling way for funding sources, venture capitalists, financial and business analysts.

Technical and/or business article	Ghostwritten article under the byline of a company executive that explains a particular technology, business concept or value proposition, or industry trend/issue--an effective way to establish credibility and leadership.

Configuration/Implementation guide	Detailed document containing both business and/or technical discussions with the aim of helping customers choose among product models or specify the appropriate configuration of components.

Sales guide	Detailed document that provides the sales representative with the information necessary to effectively sell the product; including a comprehensive explanation of the product, review of the benefits and features, target markets, competitive products, configuration, pricing, market positioning, answers to frequently asked questions, sample proposals, and sales tips.

User stories, case histories	Provides convincing examples of how others benefit from your product—one of the most compelling sales tools.

Evaluator/Reviewer’s guide	Detailed description of product features and benefits, key differentiators, intended usage, and market and competitive positioning, for the purpose of helping the evaluator quickly understand the product and its advantages.

ROI analysis	Identifies and explains the bottom line financial and productivity benefits that result from use of the product or service.

Competitive analysis	Reviews the differences between competing products for the purpose of highlighting the advantage of the company’s product

Sales briefs	Concise sales aids that address key points in the sales process. Highlights key features, benefits, differentiators, and competitive advantages.

Lotus Notes content	Provides a way to communicate quickly and interactively with audiences while allowing the delivery of a wide spectrum of information to different audience segments in the form of different Notes applications. It is particularly effective with information that changes frequently and when there is an interactive component to the sale.

Screen presentation	Communicates product information, features and benefits, technical issues, or addresses any variety of issues in a highly visual format of bullets and graphics and text. Although designed primarily to be presented in person to the audience, presentations can also be used as follow-up material.

Newsletters	Allows the organization to maintain ongoing contact with the client or prospect in an informative format seen as providing value.

Audio or Video presentations	An effective way to cut through the barrage of paper-, fax-, and electronic information that inundates your target audience by presenting your message in a compelling audio and/or video format, such as a low-cost audio cassette.

Alan Radding, PO Box 590340, Newton, MA 02459, 617-332-4369

alan@radding.net