I was watching my kids build with some scrap lumber from our deck rebuild recently. They were making swords and airplanes, and a box for either a coffin that Barbie would occupy or to store something of considerable importance.
I watched in amusement as one of them tried to drive 16 penny nails with my tack hammer while the other was using a 2 pound sledge to try the same thing. Both were immeasurably frustrated as they either had too little hammer or way too much.
One did not make any headway with the tack hammer and the other was bending nails and I could tell the frustration level was starting to suck the fun out of the activity. Once I gave them each smaller nails, and a proper hammer they were blissfully driving nails and building all manner of oddly shaped things. I told them that you needed the right tool for the job and showed them how much easier it was if you followed that simple rule.
Using the wrong tool for the job can have disastrous results for both user and the subject as well. A great example of this from a construction standpoint is when years ago when my wife and I were rehabbing an old house; my mother in law came over to help pull nails out of a hardwood floor to assist in prepping it for refinishing.
I was in another room setting a toilet, and bringing in the refinished claw foot tub. As I strolled in to see how things were going, I saw my mother in law prying up nails with one of my very nice wood chisels, using a hammer to drive it under the nail heads so she could then pry them up with the claw on the hammer!
I just stood there speechless as my chisel was abused beyond repair and just shook my head like an Etch-a-sketch to make it all go away. I still have that chisel and have never been able to bring it back from the dead. Again, the right tool for the job was a pry bar, but she either did not see it or did not know that it was the proper tool for the job.
Is your sales force using the wrong content tool for the job in the sales process? At DCIG we provide analysis tools. Those tools are designed to be deployed at the right time to produce the desired results.
Sales is a process that begs for the proper tools and we do not need to use the 2 pound sledge to close the sale. Similarly we should not start the sales process by trying to frame our value proposition with a tack hammer. Here are some tools that DCIG provides and the time in the sales process to deploy them.
- Executive White Paper and Blog: An executive white paper with an accompanying blog is designed to create interest and surface education to a prospect. It is a shorter document that gives an excellent overview that the sales team can utilize to quickly educate the audience on the general benefits of your product offering.
- Case Study: A case study is the next part of the process that is building on the foundation of the Executive White Paper/blog. It is designed to create a practical real world problem/solution discussion that your prospect can use to create alignment for their specific need/problem and your product/solution.
- White Paper: A white paper is really designed to be an end of sales cycle piece of content. It is a longer document that explores in greater detail your solutions, but also talks about features, functionalities, and addresses the solution in granularity that neither a case study or EWP would be able to. It is designed to be consumed by the technical members of your prospects decision team and will likely make its way to the CTO/CFO’s to create the final alignment needed to push the sale over the goal line. Again, the right tool for the right time in the process, for the right audience.
These tools are all a part of a program at DCIG that we work with your team to produce. Our analyst team has a broad diversity of knowledge and we will assign the team members to best fill your tool box with the appropriate tools for the job at hand. No chisels for nail pulling, or finish hammers for 16 penny nail driving, we want to equip your sales team and channel partners with top quality tools that make the job of selling a little easier.
I never did scold my mother in law about destroying my chisel, I figured that she was helping for free and I was not about to get in the way of that happening again. BUT, I did lay out the proper tools for the job the next time she came over to help with a project so that we got the job done right and everyone left happy with the results.
We would love to help fill your tool box with good content tools, I would be happy to talk about a program with you so that you can equip your sales team for a summer of construction work.