Quick Study: Dressing a Company to be Sold

Here’s an example of a different type of sales support from our archives, which still causes us to shake our heads today.  A small, 3rd generation manufacturer of all types of switches, for all types of applications, retained us to dress up their image, for the purpose of selling the company—although that was not disclosed to us until the end. Continue reading

Collateral: Where Content Mapping Originated

Printed literature that B2B companies have used for years is a go-to-market tool that is becoming extinct. More of the sales process is now online, and literature resides on web sites and in the cloud. Buyers either prefer it or are grudgingly forced to accept it. Sellers clearly enjoy the cost savings. And then there is the unanswered question of ROI. How do you prove the value of literature used on sales calls?  Such metrics essentially don’t exist. But there are aspects of sales literature programs that have merit today. Continue reading