How to bridge the gap between Marketing and Sales
The Sales Guide Development System focuses on the salesperson's conversation with the customer. It provides "how to sell" information that gives the sales team a competitive edge during the selling process.
Almost every company provides its Sales channel with some type of selling information. At Sales Research Institute, we divide selling content into three general categories: 1) "what to sell" information, 2) "who to sell" information and 3) "how to sell" information.
In our research, we have discovered that 80% of selling information provided to the Sales channel by Marketing falls into the "what to sell" category. Examples of "what to sell" information might include: the performance characteristics of the offering, industry information, pricing guidelines, promotional activities, marketing literature and the features and benefits of the offering.
Although "what to sell" information is important, what is needed to bridge the gap between Marketing and the Sales channel is the development of "who to sell" and "how to sell" information for each key offering.
Sales Research Institute's, Sales Guide Development system was developed to fill this void. The Sales Guide Development System is the first program specifically designed to provide marketing managers with a standardized process to develop quality how to sell information.
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