Let’s not get too hung up here on the differences between collateral and content, but a working definition might guide you in the right direction. For “collateral” read “marketing materials”. Let’s start there.
Even with highly detailed market analysis and segmentation you can never be absolutely certain who will be reading your blogs, your outreach emails, your case studies, service brochures or web pages. Even after the most rigorous marketing assessments collateral is, by it’s very nature, somewhat “generic”.
When we are selling those on the “other side of the table” should be known to us at every stage of the sales cycle:
Marketing collateral is your “ice breaker”. It’s used when the audience is largely invisible.
You can’t really be sure when or where your mud might stick.
Quantum assists with the creation of a suite of “sticky” promotional tools to impress those who might be interested in your products and services:
A great look and feel (Design) should always be sought, together with targeted, relevant messaging.
You might have noticed “corporate presentation” on the list. Be careful here! Presentation collateral sits on the very cusp of promotion (collateral) and selling (content). Read on …
Promotional collateral is viewed by salespeople as the “pretty stuff” developed by Marketing that they can take to their sales meetings and use as a point of discussion with prospects at the start of a new deal (or at least a new sales cycle).
If promotion is an intelligent mud toss – or a love letter without an addressee – then content has a name on the envelope because we now know who we are speaking with.
And at this point we need to know more about the audience, what makes them tick, what keeps them awake at night, what problem they need fixed, and the type of supplier / partner they might need.
Much of what was earlier classed as “promotional” still has immense value at this point …
To give a simple example, why would a salesperson want to talk in huge detail about a Retail sector case study when meeting with a prospect in Manufacturing?
Such a case study is likely to be irrelevant.
Which brings us to the need for compelling, audience-centric Value Propositions, differentiators and win themes.
In other words. you have to answer the question – “why you?”. Because that’s always THE question, whether you audience asks you explicitly or not. (When they don’t ask you the question they are thinking of it – implicitly).
Whether you are building a sales presentation for a massive deal or a bid / proposal / tender for a “must-win” opportunity it’s essential is that your prospects understand two things:
The answer to these questions lies in how you:
(In proposals and bids there are your “Win Themes”)
To get the right content for you and so to sell well, Quantum develops powerful sales messages that resonate with your audiences, prospects and customers, compelling them to take action with you.
The process we follow doesn’t depend on your final media format – be it a video, a proposal or tender, a presentation …
The sales proposals and presentations that they developed with us were outstanding. The underlying messages were simple and crisp, appealing directly to our targeted audiences. Their role in delivering key sales wins in London and in the South West was absolutely invaluable
Here we take a look at the things you should consider before...
Get Ready to Walk At the end of your sales meeting or call...
When it comes to winning business on the back of proposals...
The Executive Summary is right up there with your Financials section as the most important element of your proposal – you’ve simply got to get this right.
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