When people buy a given product, they are often buying the story of the product, which includes why and how it is going to make their life better. Unfortunately, most salespeople work off of a pricelist or a technical specification sheet, which forces them to sell features rather than the more compelling customer benefits.
To remedy this problem you can have a product-marketing specialist help you develop effective new sales materials. A good specialist provides your sales team with compelling information that they can easily understand and discuss with potential customers, good handouts (printed and electronic media), pages for your Web site that sell for you, and even lead-generators. With the help of a competent product-marketing specialist, you should be able to significantly increase your sales. Be sure, however, to keep them in the loop so that your sales materials are freshened up at least once a quarter.
Marilyn J. Holt
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