(为市场营销人员制作有效的销售支持工具.docVIP

为销售人员制作有效和有竞争力的销售工具 Daniel SheferDirector, Product MarketingInterwisedani@ There are volumes of information out there on how to collect competitive information. Typically, these books and articles discuss competition from a corporate perspective and how to position yourself to be competitive in a chosen market, but I have yet to encounter a well-written text about how to convey, train and ingrain specific competitive advantages into the field sales force. The process of creating and effectively delivering competitive sales tools is a classic role of Product Marketing. 关于如何收集竞争对手信息的资料真是太多了。这些书籍和文章比较关注于从整体的角度和如何在一个现存的市场中使自己更有竞争力的角度上讨论竞争这一话题。但我还没有看到过这样的一篇精彩的文章，它论述的是如何向企业的销售机构传达，培训和固化详尽的自身产品的竞争优势。制作并且有效的传达销售工具的全过程是产品市场的一个典型的职能。 In this article, I will discuss how to create winning, competitive sales tools and specifically, how the collected competitive information is best presented to the sales team for digestion and assimilation. There are many facets to competitive research including among others, company financials, marketing positioning, product plans, facilities, and partnerships. Only three of these have an immediate influence on the sales cycle – positioning, prospect education and objection handling. Lets look at this in an organized way. 在这篇文章里，我将讲述如何制作成功的销售工具，尤其是如何把收集到的市场竞争信息以最有效的方式表达出来，以供销售团队消化吸收。市场研究有很多方面的内容，包括公司财务情况，市场份额，产品计划，设备情况以及合作伙伴关系。但这里面只有三项因素能直接影响整个销售周期：市场定位，教育客户，危机处理。让我们以很清晰的角度去考虑这些问题。 Competitive Intelligence Gathering 收集竞争者信息的方法 This subject is covered in such great detail by many well-known experts that only as a prelude to the main topic of this article, I would simply like to point out a few key sources of information for the sales tools I will describe below. 这个话题隐藏在许多著名专家的大量相关论述中，这些专家的论述只是作为这篇文章主题的前奏。我只是简单地指出下面我要描述的销售工具的一些关键性的东西。 Competitor product capabilities can be gleaned from: 竞争者的产品性能可以从以下几个方面收集到： Demos at tradeshows, via the web, and demo versions (CD-ROMs). 商业演示，网站，以及演示光盘。 Product documentation. Administrator guides are especially