Impact Technical Publications Achieve Sales-Process Goals

Download the free How to Build Sales with Educational Media (200 K) article as a PDF file.

For more information about sales processes, we recommend this book!

You can order Sales and Marketing the Six Sigma Way at the Tattered Cover bookstore.

We're not interested in saving two people off a headcount if we can reduce our cancellations by two-thirds and have 40 percent of them renew.

Steve Burnett, Vice President, American Home Shield, as quoted in Sales and Marketing the Six Sigma Way by Michael J. Webb, page 25 (Kaplan, Chicago, 2006)

Companies usually design technical communications to meet customer training and education goals. Good technical communications often help achieve sales goals too. But – not surprisingly – technical communications designed from the start of the project to meet goals in sales as well as in training and education make a bigger contribution to the sales process.

Our free six-page white paper How to Build Sales with Educational Media examines:

  • Seven goals in the sales process that educational media - including white papers, technical overviews, electronic learning, help systems, and user guides - can achieve

  • How to identify opportunities for educational media to achieve those sales goals

  • How to develop educational media that build sales

If your competitors rely entirely on marketing collateral to support the sales process, they are missing opportunities to solve their prospective customers’ problems and to show the value of their products. If you use both marketing collateral and educational media, your competitors will be at a disadvantage!

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