Hazel Baltas, Author at People Productions

Engaging B2B Sales Through Interactive Brochures

By Hazel BaltasInsights, Sales Enablement

No two sales calls are alike. No two customers have the same needs.

Not only do your sales reps need to be nimble with the right information at the right time, they have to connect in an ever-increasing “noisy” space with dwindling attention spans. That 70-slide presentation deck just isn’t going to cut it anymore. Reps need innovative, engaging tools to drive conversions and quickly get to the heart of what matters for each customer. Enter interactive brochures. These dynamic, digital tools are transforming the way businesses showcase their products and services, offering a more engaging and memorable experience for potential customers.

What are interactive brochures?

Interactive brochures, also known as HTML5 apps or single-page applications, are digital sales tools that go beyond static content. They allow customers to interact with your products, services, and expertise in a way that traditional materials simply can’t match. Put these tools where your reps can use them most, from your website to embedded in a sales enablement platform or even working as standalone apps. Best of all – these work offline, your reps will never be left searching for a wifi signal mid-meeting. They’re always good to go.

If you can imagine it. It can probably come to life in an interactive brochure. Here are just a few features they can include:

Persona-based selling
3D product spinners
Technology explainers
Interactive diagrams
ROI calculators
Just-in-time training
Gamified elements
Embedded videos
Dynamic pop-ups

Persona-based selling

Interactive brochures can cater to multiple buyer personas, allowing for a more targeted and effective sales approach. By incorporating persona-based elements, these digital tools can automatically adjust their content, language, and focus to match the specific needs, pain points, and interests of various decision-makers within an organization.

For instance, when a CFO uses the brochure, it might emphasize ROI calculations and long-term cost benefits. For a CTO, the same brochure could highlight technical specifications and integration capabilities. And, a technician can view more information about how to integrate your product into their workflow.

Enhanced engagement

Sales calls take on a whole new life when captivating your audience happens in just a few clicks. Instead of passively flipping through pages or sitting through a linear presentation, potential clients can actively explore your offerings and dig into the content that is most relevant to them. This hands-on approach taps into adult learning theory, making your message more memorable and impactful. Your customers have touched the information and set their own journey to explore your approved messaging

Flexible throughout the buyer’s journey

Interactive brochures are versatile tools that can be effectively used at various stages of the buyer’s journey:

Early stage

Use 3D product spinners, technology explainers or case studies to introduce your offerings and spark interest.

Late stage

Utilize detailed product comparisons or configuration tools to facilitate decision-making.

Middle stage

Employ ROI calculators to demonstrate value and overcome objections.

Post-sale

Implement interactive user guides or best practice showcases to support customer success and encourage loyalty.

Personalized experience

Unlike one-size-fits-all presentations, interactive brochures allow for non-linear conversations. Sales representatives can quickly navigate to the most relevant information based on a client’s specific interests or questions, creating a tailored experience that resonates with each prospect.

Data collection and insights

If only you knew what content your customers were clicking on and spending more time with. Now you can. Interactive brochures can capture valuable user interaction data. This can provide insights into which features or products are generating the most interest, and help sales and marketing teams refine their strategies and messaging.

Seamless integration with sales enablement platforms

Interactive brochures can be easily integrated with popular sales enablement platforms like Showpad and others. These types of apps can also be embedded right on your website. This integration allows for:

Easy distribution to sales teams

Detailed usage analytics

Offline functionality for on-the-go presentations

Flexibility to update content any time

Continuous improvement

The digital nature of interactive brochures allows for easy updates and iterations. Based on user feedback and analytics, you can continually refine and improve your sales tools to maximize their effectiveness. No need to waste money on printing costs.

Dynamically dig deeper

Interactive brochures excel at presenting information in layers, allowing users to dive deeper into topics that interest them without overwhelming them with details upfront. This feature enables sales representatives to keep their initial presentation concise while still having all the necessary information at their fingertips.

For example, a main product feature might be presented with a brief description and an icon or button that, when clicked, reveals more detailed specifications, case studies, or comparative data. This approach allows for a cleaner, more engaging primary interface while still providing comprehensive information for those who want it.

Taking this idea to the next level–every page of your interactive brochure can offer extra marketing assets (or none at all!) to share with your client. For instance, on a ‘how your product works’ page, you can link to case study videos that showcase how others have successfully used your product. On a ‘software support’ page, a PDF can detail the various support levels your company offers.

Real-world applications

Let’s explore some practical applications of interactive brochures in B2B sales.

Product Demonstrations

A 3D product spinner allows clients to explore complex machinery or otherwise unviewable features from all angles, zooming in on details or components.

Competitive Comparisons

An interactive table or chart can dynamically highlight your product’s advantages over competitors based on the features most important to each prospect

Product Selector Tools:

For businesses offering configurable products, an interactive brochure can allow clients to build and visualize their ideal solution in real-time. Or, use a series of questions to offer up the right product from your portfolio.

Value Proposition

An interactive ROI calculator helps prospects understand the tangible benefits of your solution, inputting their own data for personalized results.

Technology Demo

For companies selling complex software or services, an interactive diagram can break down intricate processes into easily digestible steps. This allows the customer to understand how your product works, building trust in your solution.

Integrated learning and presentation

Interactive brochures offer a powerful dual functionality, serving not only as client presentation tools but also as comprehensive eLearning tools. This feature transforms these digital assets into invaluable resources for on-the-go training and support for sales representatives. By having this information readily available within the presentation tool, reps can quickly refresh their knowledge–the training and presentation is like muscle memory by using the same tool to train and present.

One of the most valuable features for sales teams is the inclusion of contextual talk tracks. These suggested scripts or talking points correspond to specific sections of the brochure, providing guidance on explaining complex features, addressing common objections, and highlighting key value propositions. Our team is skilled at writing this messaging, and getting this messaging approved by your regulatory process.

Benefits of Combined Training and Presentation Tools

Accelerated onboarding

New reps learn about products and presentation strategies while actively using the tools in the field.

Continuous learning

Easy access to the latest product information and sales strategies benefits even experienced reps.

Consistent messaging

Standardized talk tracks ensure brand messages and key selling points are communicated uniformly across all customer interactions.

Top 5 tips for successful interactive brochures

Integrating interactive brochures into your sales process takes planning and collaboration.

1. Identify pain points

Analyze your current sales process to determine where interactive elements could have the most impact. We can help brainstorm the solution – just tell us the problem you want help with.

2. Start small

Begin with one or two key interactive features and expand based on success and feedback. We find working in phases and building onto an app is more efficient than building the Taj Mahal right from the start.

3. Train your team

Ensure your sales representatives are comfortable using and leveraging these new tools effectively. We call this ‘Cultivation.’ It is not enough to plant the seed with new tools, you also have to fertilize and water the plants, as with an app. Providing training on WHY the tools help is even more important than showing them how to use them. We help with all aspects of this cultivation (i.e., training!)

4. Gather feedback

Regularly collect input from both your sales team and clients to continually refine your interactive brochures. We can lead this analysis, and look for ways to improve your close rate.

5. Maximize usage

Find new ways to use the sales tool. For instance, can a robust sales tool have a section extracted and placed on your website? Put a new front page on the app so it can be used at a trade show. Show the 3D spinner on social media, put the product selector on your blog.

Meet the Future of B2B Sales

As digital transformation continues to reshape B2B sales, interactive brochures will become an essential tool in every sales representative’s arsenal. By providing an engaging, personalized, and data-driven approach to product presentation, these dynamic tools are helping businesses stand out in crowded markets and connect more effectively with modern buyers.

In an era where buyer attention is at a premium, interactive brochures offer a compelling way to showcase your products, demonstrate value, and ultimately drive more successful sales conversations. As you look to elevate your sales enablement strategy, consider how interactive brochures can transform your approach and give your team the edge in today’s competitive B2B landscape. Connect with our experienced team to see how we can help your sales reps be successful.

Ready to power up your sales process?

Submit this form to schedule a consultation, or contact Don Poe directly at 303-449-6086.

November 8, 2024

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Calculate this. The Power of ROI Calculators

By Hazel BaltasInsights, Sales Enablement

“Let’s run the numbers.” We’ve all heard this phrase. Understanding the numbers is critical to making the sale. Now, what if we helped sales reps bring that ROI to life right in the sales call?

Sales teams constantly seek innovative tools to stay ahead of competitors and differentiate their solutions. Return on Investment (ROI) calculator apps can be a game-changer in the sales process, simplifying complex financial spreadsheets and empowering reps to be more nimble during client discussions. Let’s see how an ROI app can make your team more successful.

Upgrading the classic ROI calculator

ROI apps have been around for years. Now, our team has improved on the tried-and-true Excel ROI calculator and added even more capabilities. We specialize in taking all the data and algorithms buried in intricate spreadsheets and using them to create nimble, easy-to-use tools for your sales team.

Key Improvements:

Intuitive Interface
We hide all the backend calculations and present a clean, intuitive interface. This allows sales reps to focus on gathering customer information without getting bogged down in complex formulas or clicking through tons of spreadsheet cells and tabs.

Streamlined Data Collection
The web app can be designed to guide sales reps through a series of simple questions or data entry fields, making it easy to collect all necessary information from the customer.

Powerful Calculations
While the interface is simple, the powerful calculations from your original spreadsheet continue to work behind the scenes, ensuring accurate and comprehensive results.

Lead Nurturing
The tool collects not just calculation-related data, but also the customer’s name, contact information, and other relevant details for use throughout the sales cycle.

CRM Integration
With lead capture in place, we can set up the system to automatically push this valuable data into Salesforce or another CRM of your choice. This seamless integration ensures that no lead falls through the cracks and that your sales team has all the information they need for follow-up.

Mobile-Friendly Design
Unlike cumbersome spreadsheets, these web apps can be designed to work smoothly on various devices, including smartphones and tablets, making them truly useful in the field.

Easy Updates
Adding new products? Ready to adjust your scenario formulas? We can quickly implement these changes on the back end without disrupting the user experience for your sales team. Your team will always have the latest version.

By evolving from spreadsheet to web app, your team can experience a significant leap in usability and efficiency. It empowers your sales reps with a professional, easy-to-use tool that not only performs complex calculations but also integrates smoothly with your existing sales and CRM processes. The result — a more effective sales process, improved data collection, and ultimately, a higher conversion rate.

User-friendly design

Are numbers not your strong suit? No problem. Sales reps who may not have a strong technical background will find our modern ROI calculators are intuitive and easy to use. They guide users through the process step-by-step, making it easy for anyone in the sales team to generate compelling financial insights.

ROI calculators can now utilize graphic elements to tell a more complete financial picture… Informational ‘Did you know’ pop-ups provide insights so your customers can learn about your company and products while the information is entered.

Personalize reports

By collecting data from the customer and their business, sales reps can generate customized reports or PDFs that show potential returns based on the customer’s situation. This personalization helps your prospect see the savings and how working with your company can be a benefit.

Sending these personalized PDF reports directly to the customer adds another opportunity to connect with a customer. Examining this customer information demonstrates thoroughness and attention to detail, which can influence the decision-making process in favor of your product or service.

User-friendly design

ROI calculators are designed to function seamlessly on both websites and mobile devices, working on PCs, Macs, Android devices, iPhones, iPads, and anything that can display a website. This flexibility ensures that sales reps can access and utilize these tools wherever they are – whether in the office, at a client site, or at a tradeshow.

ROI calculators can integrate smoothly with popular sales enablement platforms, like Showpad and others. This integration allows for a more cohesive sales approach, where ROI calculations become part of a larger, comprehensive sales strategy. With our expertise in multiple sales enablement platforms, we can help you get up and running fast.

Empowering customer champions

These calculators empower internal champions with compelling, customized data that’s ready to present to their colleagues and superiors. These tools are particularly effective in late-stage conversations when the sales rep may not be present to guide discussions, but the customer champion can present your solution, including the economic ROI case, to their administrators and purchasing team. This ability to “sell” on behalf of your company, even in your absence, can be the difference between closing a deal and losing out to a competitor.

Impact across the buyer’s journey

The versatility of ROI calculators makes them valuable at multiple touchpoints throughout the customer journey, from initial interest generation to final decision-making.

Unseating a competitor: Early-stage sales

In competitive situations, these tools can be instrumental in unseating incumbent providers. By clearly demonstrating superior returns or cost savings, sales teams can create doubt about a customer’s existing competitive solution and open the door for your team.

Sealing the deal: Late-stage decision making

ROI calculators shine in the late stages of the buyer’s journey, often serving as the final push to a purchase decision. After a prospect is well-informed about your product’s features and benefits, an ROI calculator can provide that last compelling piece of evidence they need. The conversations where your reps have gathered information to complete the ROI calculation also help explore deeper issues to ensure your company is a good fit. By inputting the prospect’s data, you can generate a personalized projection of the returns they can expect, transforming a hesitant prospect into a confident buyer. This tangible demonstration of value addresses the crucial question: “Is this investment worth it?”

One of the most significant benefits of using ROI calculators at this stage is their ability to shorten the sales cycle. By presenting use cases of how other companies have saved with your product, you provide social proof and concrete examples that can expedite the decision-making process. Whether it’s addressing concerns about implementation costs, time to value, or long-term benefits, a well-designed ROI calculator can provide clear, numbers-based answers. This data-driven approach builds confidence in the investment and positions your company as a strategic partner invested in the customer’s success rather than just another vendor.

Ready when you are

Your sales team may only sometimes have a data connection at a customer site or trade show. The offline capabilities of our ROI calculators stand out as a significant advantage. Sales reps can update charts and data without an internet connection, ensuring they’re never caught off-guard without an internet connection.

CRM synchronization and API integration

The ability to save information and synchronize it with CRM systems, like Salesforce or other databases, is invaluable. This feature ensures that no insights are lost and that all relevant data is captured for future reference, analysis, and product development.

Without getting too technical, we use APIs to connect the data in the ROI calculator to other systems, like CRMs. This enables teams to share information and more precisely tailor your pitch with the customer. Move customers through the sales funnel faster and with greater confidence in your relationship with the prospect.

Interactive charts bring data to life

Charts do an excellent job at bringing your data to life visually, providing strong insights that resonate with clients. With modern ROI calculators, no internet connection is needed to generate these visual representations. The charts are dynamically created and included in the report that can be sent to the client.

Reps can simply touch the interactive charts to bring up key information. This visual representation of data through charts and graphs makes complex information easily digestible, enhancing the overall impact of the sales pitch.

Support your product development

Beyond their immediate use in sales conversations, ROI calculators serve as valuable data collection tools. The first-person information that your team gathers in the field provides direct insights into all of your customers’ needs, priorities, and financial considerations.

This data is gold for sales teams looking to refine their approaches and for product development teams seeking to align their offerings more closely with market demands. By analyzing trends in the information, companies can make data-driven decisions to improve their products and sales strategies continually.

This collected information can be used for marketing. One of our clients used the ROI data to write white papers about the direction the industry was heading, providing thought leadership content for social media and blogs.

ROI calculators: A must-have in your sales arsenal

ROI calculators have evolved into sophisticated, multi-functional assets in the modern sales enablement toolkit. Their ability to simplify complex data, provide visualization, and function across various platforms makes them indispensable for sales teams aiming to stand out in a crowded marketplace.

ROI calculators have evolved into sophisticated, multi-functional assets in the modern sales enablement toolkit. Their ability to simplify complex data, provide visualization, and function across various platforms makes them indispensable for sales teams aiming to stand out in a crowded marketplace.

From empowering non-technical users to facilitating offline work and data synchronization, these tools address many common challenges faced by today’s sales teams. The strategic applications throughout the sales cycle, coupled with a role in continuous improvement through data collection, make ROI calculators mandatory for any organization serious about elevating its sales performance.

As the business landscape continues to evolve, ROI calculators, with their blend of user-friendly design and powerful analytical capabilities, are perfectly positioned to meet the growing need for demonstrating clear, quantifiable value to prospects.

Ready to power up your sales process?

Submit this form to schedule a consultation, or contact Don Poe directly at 303-449-6086.

October 9, 2024

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