What's your most important sales tool when selling something complex? | Revenue Journal

And there is no question in my mind now that THE most important sales tool is something that isn't even on the radar of most marketers: the product manual.
via What's your most important sales tool when selling something complex? | Revenue Journal. Back in the day, there used to be two manuals for every complex product: a user guide that explained the most common use scenarios and a system guide explaining every function and feature. And Kristin is right: these were also great sales tools that got past the promises of the sales and marketing teams and got to the meat of the product. Product manuals are a great sales tool. It shows that your product is deep, simple to implement (or not), and explains clearly how the product can be used to solve the business problem. Do you have product manuals? Do you use them in selling? Do you make them available before purchase so people can "go deep" on your product? Read Kristin's article for more.
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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