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"With visual aids, the audience can see what is being
discussed, whether the aid is a graphic design, a list
of words, or a sketch. The speaker also benefits from
visual aids. They allow you to move physically and with
purpose and give you something to do. As a result, you
will do a better job of speaking. They can also remind
the speaker what to say and when to say it. They help
relieve tension and create interest."
- Marjorie Brody & Shawn Kent, "Power Presentations"
The sales engineer cannot rely on communications skills
alone, throughout the sales cycle. He also requires a
variety of sales tools at each stage to ensure that the
customer receives compelling information and that accurate,
valuable data is collected from the customer. We can organize
sales tools into three categories: marketing, educational,
and data collection. Marketing tools encompass basic company
and product information. They are general and intended
to reinforce your company's image and brand name. While
marketing tools are important, they are not necessarily
the most important tools at the salesperson's disposal.
Educational tools are usually far more important in the
realm of technical sales. These consist of more detailed,
application-specific information that addresses advanced
technical questions regarding product performance, maintenance,
integration, and other areas of functionality. Data collection
tools are also vital. Instead of serving to disseminate
information, these tools gather it from the customer.
They are used to help the salesperson assess and analyze
the customer's needs and compile data that can be used
to generate more sales and marketing strategies in the
future.
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