Archive for February, 2010

How Much Promotional Support Is Enough, and What Kind Should Be Used?
Sales support is leverage for a sales presentation. It boosts productivity because it adds impact or retention value. You should have as many different types as your salespeople will use! You should probably have at least 6 sales support tools, and maybe 12, but 3 could be enough.
The function of promotional support is to aid memorability or leave a positive impression.
• Are you selling a large piece of equipment that is best illustrated by pictures or a movie?
• Or are you selling small parts that can be best shown with samples?
• Are you selling a process that can be illustrated, or services that can be endorsed by a testimonial letter?
• Is there reference information about product applications or capabilities that can enhance a sales presentation?

Each salesperson may use only two or three tools to support his/her presentation and selling efforts. but each salesperson will use a different selection, or combination. For example, one salesperson will use only or primarily literature to illustrate or support the information being communicated. Another may use primarily a flip chart or PowerPoint presentation.  You maximize sales productivity when you support every salesman’s performance

Whatever you provide, sales management’s  function is to help your salespeople communicate value and help the prospect remember that value.

For more about sales support leverage, plus a checklist and description of 14 sales support options, ask for Knotes & Comments 208.