Here’s a simple tool to help drive sales

In the fourth quarter, there’s more pressure than usual to pull out the stops and support all sales efforts. But what can be done—fast—that can positively impact Q4 revenues? Here’s one idea that has proven its value: the sales brief.

What is a sales brief?
A sales brief is a simple but effective tool that you can use to help generate revenues. Written for a sales audience, it provides critical information about whom to target, what to say, and how to close. Such a brief can be delivered via print or electronic media. It could be an HTML email, an intranet page, a PDF file, or a printed one-pager. How you deliver the messages is important, but effectively communicating the key points is what drives sales.

How is a sales brief used?
This tool is used by your sales channels, whether direct or indirect. In creating a brief, you can use any of the following approaches:

• Focus on a particular vertical industry. If healthcare is hot-hot-hot, remind your direct or indirect sales channels of the valuable solutions you offer. Provide up-to-date solution information and, if possible, include a short profile of a related win and how it was achieved.
• Rev up cross-selling. If you’re part of a large corporation, chances are you have sister divisions or groups that aren’t selling your solutions as much as you’d like. Ping them with a sales brief to make sure they remember all the great advantages of your solutions—to clients and to them!
• Encourage clothing of products, services, and solutions. Don’t underestimate the power of a simple reminder. When interacting with prospects, sales reps should always ask your company’s equivalent of “Would you like fries with that?” A short “cheat sheat” arms sales professionals with the tools they need to maximize sales.
• Target low-hanging fruit. If you have a proven 90-day-or-less closer, package it for short-term success. This approach is especially effective if the solution is one that typically leads to greater opportunity.

• Step 1: We strategize with you about the best possible targets, then interview your product manager(s) to gather relevant data.
• Step 2: We draft compelling copy and provide a design template (if needed) for communicating your key points.
• Step 3: We work with you to fine-tune and produce the piece so it’s ready for distribution to your audiences.