Sell Against Guides

• ''Sell Against Guides' are created by analysing in-house sales intelligence and merging the results with externally gathered competitor insight.
• Sell Against Guides convert competitor information into sales intelligence in a scientific manner, for deployment by the entire sales team to ensure they remain ‘on message’ and win more new business in the future .
• By the time they are routinely adopted by the sales team, the guides are sanitised and the original sources of the information  are not revealed.
• Key selling messages can be integrated into tenders, sales presentations, sales proposals, marketing material etc.

Methodology
Focus groups are held at two levels:

1. Senior managers (Strategy Input)
2. Sales managers / account team (Sales Intelligence).

• Involvement of both the senior management team and the sales team in the production process of the guides ensures subsequent 'buy-in'.

Outputs
A suite of concise, user friendly documents for use at all levels which contain:

• Competitor profiles
• ‘Better than worse than’ matrix
• Competitor summary – positioning and response
• Competitive product matrix
• Silver bullets – key selling points vs. all major competitors
• Battle cards – key selling points vs. individual competitors