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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