The document discusses how sales collateral can help move sales forward by establishing trust with customers and providing relevant information through diagrams and images. It notes common sales obstacles and outlines a sales toolkit of various content types like white papers, presentations, and case studies that can be mapped to the customer buying cycle. The company, BD Marketers, offers services to develop compelling content and a sales strategy through activities like conducting market research, creating buyer profiles and storylines, and developing various sales collateral.

1. © 2013 – BD Marketers™http://www.bdmarketers.com/about-bd-marketers.html
What’s your status quo for sales collateral?
• Rep’s are excited and jazzed to use the materials
• Materials establish trust and are relevant to the reader
• Materials help to move the sale forward
• Materials are seen as authentic and credible
• Diagrams and images are used to educate
… Can you confidently say?
 “We can tell a better story and therefore outsell our competitors”
 “There are generally no missed opportunities”

2. © 2013 – BD Marketers™http://www.bdmarketers.com/about-bd-marketers.html
Getting In
• Don’t Hear You / Trust You
• Too Busy
Being
Disruptive
Keeping
Mindshare
Being the
Best Choice
• Brochures, Letters & Mailers
• Lead Gen. White Papers
• Keep-in-Touch / Drip Campaigns
Let’s be real about the B2B Sales Cycle
Sales Obstacles Sales Toolkit (Content & Collateral)
• Status Quo
• Internal Resources
• Point of View Presentations
• Diagrams and Sell Sheets
• Concept Papers / Exec. Briefs
• Competing Priorities
• Competition
• Implementation White Papers
• Business Cases
• Project Methodologies
• Team Decisions
• Risk Tolerance
• Compelling Proposals
• Case Studies & Awards
We Need
“ it ” !!
“ Ideas ”
“ Competencies ”
Trust &
Value

3. © 2013 – BD Marketers™http://www.bdmarketers.com/about-bd-marketers.html
Map your materials to the Customer Buying Cycle
Un-aware
No
problems
that we are
aware of.
-3
Problem
There is a
problem we
need to
address.
-2
Solution
Let’s define
how to fix
the problem
and reach
our goals.
-1
Find
Let’s do
research
and meet
vendors
with “ it ”.
+1
Evaluate
We’ll review
proposals
based on
service,
cost & risk.
+2
Decide
Then we’ll
select two
vendors and
buy the
better deal.
+3
We Need
“ it ” !!
0
Thought-Leadership Selling
BD Marketers - Sales Enablement
Bake-Off (selling vs. feature / price)
Web Leads / Traditional B2B Marketing Focus
“ Ideas ” “ Competencies ”

4. © 2013 – BD Marketers™http://www.bdmarketers.com/about-bd-marketers.html
DESIGN &
DEVELOP
STORY
BOARD
INTEGRATE
& EXECUTE
STRATEGIZE
& PLAN
ASSESS &
ANALYZE
BD Strategy Sales CollateralCompelling Content
• Opportunity Planning
• B2B Brand Positioning
• Qualifying Leads
• Entering New Markets
• Cross Sell & Up Sell
• Selling Deeper & Wider
• Intro Presentations
• White Papers
• Concept Papers
• Executive Briefs
• Case Studies & Awards
• Web and Social Media
• Proposal Graphics
• Brochures and Mailers
• 1-Page Sell Sheets
• Proposal Templates
• Presentation Templates
• Promotional Materials
We work with clients in three areas

5. © 2013 – BD Marketers™http://www.bdmarketers.com/about-bd-marketers.html
Hit the mark?
Contact us.
Sample Project
Web Based
Industry and Market
Research
• Search mandate
• Research
• Findings report
Interviews and
Brainstorming
Sessions
• Kick off meeting
• Interviews
• Brainstorming sessions
• Summary report
Business
Development
Strategy
• Market segmentation
• BD models
• Opportunity planning
• Cross sell / up sell
High Level Storylines
“Sales Playbook”
• Value propositions
• Key progression
• Talking points
Diagrams
• Process or concept
• Demonstrate understanding
White Paper,
Concept Paper
and Point of
View
Brochure
Presentation
Buyer Profiles
• Role & responsibility
• Objectives
• External challenges
• Peers & influencers
• Usage scenarios
Sell Sheet
Website content
and site map
Direct mail or e-mail
Sales Toolkit
Content Strategy
• Buyer profiles
• Client-centric bundles
• Brand positioning
• Alignment of content
with sales cycle