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Analyze  Current  Materials  

If you’re  an  existing  business,  you  probably  have  literature  and  tools  in  place.    How  effective  are  they?    Do   they  convey  your  brand  and  message  succinctly  and  credibly?    Do  they  help  convey  a  specific  message?           First,  list  all  your  literature  and  tools  below,  then  identify  where  they’re  used  in  your  sales  process.    [If  you   don’t  have  a  defined  sales  process,  Sales  Process  can  help.]     LITERATURE  &  TOOLS    

STEP IN  THE  SALES  PROCESS  

   Don’t  forget  to  look  at  your  website  –  it’s  one  of  the  most  important  sales  tools  you  have.    Use  the  Website  section  to   analyze  your  site  and  find  ways  to  improve  it.  

Your  next  step  is  to  analyze  each  piece  in  two  key  areas:     „ Does  it  move  the  prospect  closer  to  purchase?    If  it  doesn’t,  it’s  either  unnecessary  or  ineffective.     „ Does  the  piece  convey  your  message,  brand  and  information  as  effectively  as  possible?     Ask  for  your  team’s  feedback  as  well.       Piece       Goal  of  the  piece       How  effective  is  the  piece  in   reaching  the  goal?   Identify  the  key  message  of  the   piece  

Sales Literature  &  Tools  „  Analyze  Current  Materials

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Does it  meet  your  branding   requirements?   Is  it  simple  to  use?  

 Yes      

Needs  work:    

 Yes      

Needs  work:  

 Yes      

Needs  work:  

 Yes      

Needs  work:  

Is  it  credible?     Are  your  reps  trained  to  use  it   properly?   Ideas  for  improvement   Next  steps  

     

Copy  the  chart  for  each  piece  of  literature  you  want  to  analyze.       Piece       Goal  of  the  piece       How  effective  is  the  piece  in   reaching  the  goal?   Identify  the  key  message  of  the   piece  

Does it  meet  your  branding   requirements?   Is  it  simple  to  use?  

 Yes      

Needs  work:    

 Yes      

Needs  work:  

 Yes      

Needs  work:  

 Yes      

Needs  work:  

Is  it  credible?     Are  your  reps  trained  to  use  it   properly?   Ideas  for  improvement   Next  steps  

     

If  you  have  any  of  your  competitors’  materials,  it’s  a  great  time  to  pull  them  out  –  you  want  to  make  sure  that   yours  compete  effectively.       Competitor/Piece       Perceived  quality  of  piece  (1  =  very  low),  5  =   very  high,   Quality  of  content  (1-­‐5)    

Sales Literature  &  Tools  „  Analyze  Current  Materials

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Total score   Comments/ideas     Copy  the  chart  as  needed.     Competitor/Piece   Perceived  quality  of  piece  (1  =  very  low),  5  =   very  high,  

               

Quality of  content  (1-­‐5)     Total  score   Comments/ideas  

Conclusion:    How  should  your  materials  compare  to  your  competitors’  pieces?             If  you’ve  determined  you  need  new  tools  and  materials,  use  this  section  to  create  your  action  plan  and   timeline.     LITERATURE/TOOL  

NEXT STEPS  

STATUS

                                        Once  you  have  a  list  of  materials,  use  the  next  sections  to  create  or  revise  each  piece.    

Sales Literature  &  Tools  „  Analyze  Current  Materials

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Analyze current materials  

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