Tell to Sell White Papers Boost Tech Product Sales
Tell to Sell White Papers Boost Tech Product Sales
White papers have become increasingly common as technologies grow in complexity. They explain the details of your product, where it fits in, and how it competes with similar products. They address the need for information beyond what a brochure would provide, supplying critical details for decision-makers needing to separate fact from fluff. They subtly deliver your message, rather than letting it get lost in the jungle of similar advertising. Sometimes, the best way to sell is to tell, and white papers give you an edge by providing information as a service as well as supporting the sale.
In fact, the white paper has become so important to the high tech area that analysts now estimate 80 percent of IT professionals use white papers when evaluating products and services, and 90 percent access white papers and case studies before even contacting vendors. White papers aren't just for high tech, though. They're an excellent sales aid for any technical product or service.
White papers can be created for a variety of purposes that might contribute to sales. They include:
* Technical guides and descriptions of how your product performs its functions
* Description of the technical area in which your product is situated (Network Security, for example), highlighting your product's strengths
* Comparison of the technology you are using against the technologies used by competition
* Exploration of the significance of new features introduced in your product
* Discussion of specific business benefits that your product provides
There are other possibilities as well, depending upon the details of your product and the market in which it is being sold. Because they outline the technical details in depth, white papers make ideal sales aids, to distributed along with brochures at trade shows, in media kits and by mail—and provided as free information on the Web. Internally, they can also be used to train sales staff and provide information for use in developing a marketing strategy, or as the basis for presentations and features used to promote your product.
But creating a white paper can require a significant effort. If you lack experience, it is easy to create a paper that is dull, lacking in focus, fails to adequately explain or to persuade. A good white paper needs to explain complex material in a simple, readable manner. And that requires experience. Luckily, there is a solution. You can outsource the project to a technical information service.
An outsourced approach generally begins with determining the scope of your paper, and what it needs to accomplish. Information is then skilfully gathered from interviews with your executives and engineers, from internal company development notes and marketing materials, and from secondary research. The paper is then scoped, and an initial draft is developed for your approval. When the final draft is ready, it can be delivered in a format suitable for Web or print publication--or both. Or the whole publishing process can be handled by the service, with any level of graphics.
Remember, in the Information Age, information is king. And what better way to position yourself than to provide useful and detailed information about your product in a skilfully written form? Of course, if you outsource your white papers, you can gain added efficiency by letting the same service handle case histories and advertising features for your product. But that's a different story.
You can gain the necessary expertise from companies such as BJ Dooley Technical Information Services—located here in Canterbury, and providing years of experience in all forms of technical writing and documentation. We can assemble project teams of any size to meet your requirements and deadlines. You can reach us at info@bjdooley.com or call 03 314-9920. We're just down the road from Christchurch, in Leithfield Beach. We can provide training, contractors, consultation or complete outsourcing. Visit our Web site at www.bjdooley.com for complete information on our services.
Copyright © 2002, Brian J. Dooley
Tell to Sell White Papers Boost Tech Product Sales - To learn more about this author, visit BJ Dooley's Website.
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Got a product that you're finding difficult to explain? Feel that potential customers simply don't grasp the significance of what you're offering? Does your product have special features that go beyond what can be hyped in a standard brochure? If any of these are true, then you probably need to consider developing a white paper for your technology or product type as an adjunct to your sales material.
White papers have become increasingly common as technologies grow in complexity. They explain the details of your product, where it fits in, and how it competes with similar products. They address the need for information beyond what a brochure would provide, supplying critical details for decision-makers needing to separate fact from fluff. They subtly deliver your message, rather than letting it get lost in the jungle of similar advertising. Sometimes, the best way to sell is to tell, and white papers give you an edge by providing information as a service as well as supporting the sale.
In fact, the white paper has become so important to the high tech area that analysts now estimate 80 percent of IT professionals use white papers when evaluating products and services, and 90 percent access white papers and case studies before even contacting vendors. White papers aren't just for high tech, though. They're an excellent sales aid for any technical product or service.
White papers can be created for a variety of purposes that might contribute to sales. They include:
* Technical guides and descriptions of how your product performs its functions
* Description of the technical area in which your product is situated (Network Security, for example), highlighting your product's strengths
* Comparison of the technology you are using against the technologies used by competition
* Exploration of the significance of new features introduced in your product
* Discussion of specific business benefits that your product provides
There are other possibilities as well, depending upon the details of your product and the market in which it is being sold. Because they outline the technical details in depth, white papers make ideal sales aids, to distributed along with brochures at trade shows, in media kits and by mail—and provided as free information on the Web. Internally, they can also be used to train sales staff and provide information for use in developing a marketing strategy, or as the basis for presentations and features used to promote your product.
But creating a white paper can require a significant effort. If you lack experience, it is easy to create a paper that is dull, lacking in focus, fails to adequately explain or to persuade. A good white paper needs to explain complex material in a simple, readable manner. And that requires experience. Luckily, there is a solution. You can outsource the project to a technical information service.
An outsourced approach generally begins with determining the scope of your paper, and what it needs to accomplish. Information is then skilfully gathered from interviews with your executives and engineers, from internal company development notes and marketing materials, and from secondary research. The paper is then scoped, and an initial draft is developed for your approval. When the final draft is ready, it can be delivered in a format suitable for Web or print publication--or both. Or the whole publishing process can be handled by the service, with any level of graphics.
Remember, in the Information Age, information is king. And what better way to position yourself than to provide useful and detailed information about your product in a skilfully written form? Of course, if you outsource your white papers, you can gain added efficiency by letting the same service handle case histories and advertising features for your product. But that's a different story.
You can gain the necessary expertise from companies such as BJ Dooley Technical Information Services—located here in Canterbury, and providing years of experience in all forms of technical writing and documentation. We can assemble project teams of any size to meet your requirements and deadlines. You can reach us at info@bjdooley.com or call 03 314-9920. We're just down the road from Christchurch, in Leithfield Beach. We can provide training, contractors, consultation or complete outsourcing. Visit our Web site at www.bjdooley.com for complete information on our services.
Copyright © 2002, Brian J. Dooley
Tell to Sell White Papers Boost Tech Product Sales - To learn more about this author, visit BJ Dooley's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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