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.

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:

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:

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

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.

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

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.

Sales teams need every advantage they can get. To keep reps nimble, one of the most powerful tools in a sales organization’s arsenal is the everything-in-one-place sales playbook. Why are playbooks necessary, and how can modern technology amplify their effectiveness? Let’s  explore how they can transform your sales team’s success.

Get everyone on the same page

How many times have you heard a sales rep say, “I have my own way of selling.” Style is one thing. But content and your company’s product messaging are another. It’s important that all of your sales team starts from the same foundation. That makes sales playbooks essential to ensure:

• Consistency – All sales representatives should be aligned with the company’s messaging, product knowledge, and best practices.
• Efficiency – Playbooks streamline the sales process, allowing reps to focus on selling rather than searching for information.
• Scalability – As companies grow, playbooks help maintain quality and consistency across expanding sales teams.
• Adaptability – Well-designed playbooks can be quickly updated to reflect market changes, new products, or competitive shifts.
• Performance – By providing a framework for success, playbooks help both new and experienced reps improve their performance.

The interactive app revolution in sales training

Traditional static playbooks are being replaced by interactive apps, bringing numerous benefits to sales training:

One playbook. Two modes.

Modern playbook apps can support the sales reps before and during the sale with two modes:

This dual functionality ensures that reps are well-prepared before engaging with prospects and can present information effectively during meetings.

Persona-based learning

Interactive playbooks excel at educating reps on different buyer personas.

With these comprehensive personas in mind, interactive playbooks offer several advantages:

• Reps can explore messaging tailored to specific roles, industries, or psychographic profiles. For example, the language used for a tech-savvy startup founder might differ significantly from that used for a traditional corporate executive.
• The app can highlight motivating factors and pain points/solutions for each persona. A cost-conscious small business owner might be more interested in ROI and affordability, while an enterprise-level decision-maker might prioritize scalability and integration capabilities.
• Content is organized and easily accessible based on the prospect’s profile. This might include case studies from similar industries for demographic matches, or white papers providing clinical data for psychographic matches.
• Interactive elements can guide reps through different conversation paths based on the persona, helping them ask the right questions and provide the most relevant information.

This persona-based approach allows reps to guide conversations more effectively, addressing the unique needs and concerns of each potential client. By understanding both the demographic and psychographic aspects of their prospects, sales representatives can create more personalized and impactful interactions, increasing the likelihood of successful outcomes.

Competitive intelligence at your fingertips

In a competitive market, having the latest insight into your competition can be critical to making the sale. Interactive playbooks can provide:

• Quick access to competitive comparisons
• Prepared responses to common objections
• Up-to-date market intelligence

Reps can confidently handle tough questions and position their offerings effectively against competitors.

Leveraging playbooks within sales enablement platforms

While interactive playbooks are powerful on their own, integrating them with a comprehensive sales enablement platform amplifies their impact. Sales enablement platforms serve as a central repository for all sales content. The playbook can then easily access and utilize approved and updated marketing material. By making everything centralized, you create a single source of truth for all your reps. 

Content tracking and analytics

How do you know if anyone is using the playbook? Modern platforms provide insights into content usage and effectiveness.

• Track which materials are being used most frequently
• Analyze which content correlates with successful deals
• Identify gaps in the content library

These analytics help sales and marketing teams continuously refine their strategies and materials.

Seamless distribution, updates, and version control

As products evolve and market conditions change, sales enablement platforms make it easy to:

• Ensure security and data protection
• Push updates to all users simultaneously
• Ensure outdated content is archived or removed
• Maintain version control across the organization

This agility keeps the entire sales team aligned and up-to-date with minimal effort.

Accelerate onboarding

For companies experiencing rapid growth, onboarding new sales reps quickly is crucial. Interactive playbooks shine in this area:

Self-paced learning – New hires can explore the playbook at their own pace, focusing on areas where they need the most development.

Simulation capabilities – Some advanced playbooks include role-playing scenarios, allowing reps to practice their pitches in a safe environment.

Best practices showcase – Interactive playbooks can feature recorded sales calls or presentations from top performers, allowing new reps to learn from the best in the organization.

Just-in-time learning – Reps can quickly access relevant information or refreshers right before client meetings, boosting confidence and preparedness.

Gamification elements – Incorporating gamification, such as points, badges, or leaderboards, can increase engagement and motivation during the onboarding process.

By providing a comprehensive, interactive learning tool, companies can significantly reduce the time it takes for new reps to become productive members of the team.

Enhancing client interactions

Interactive playbooks don’t just benefit the sales team internally, they also improve the quality of client interaction.

Polished, branded client presentations 

In presentation mode, playbooks offer a polished, professional interface:

• Persona names and internal notes are hidden
• The focus is on client-relevant information and visuals
• Navigation is intuitive, allowing for smooth transitions between topics

‘Shopping cart’ for assets

Many interactive playbooks include a feature for collecting and sending relevant content to clients.

• Reps can add documents, videos, or other assets to a virtual ‘cart’ during the meeting
• At the end of the presentation, selected materials can be instantly shared with the prospect
• This ensures that follow-up materials are sent promptly and accurately

Content tracking

Beyond just sharing content, advanced playbooks can track client engagement.

• See which shared materials the prospect has viewed
• Understand the time spent on each document
• Guide follow-up conversations and tailor future interactions

Align with established sales methodologies

One of the key strengths of interactive sales playbooks is their ability to seamlessly integrate with and reinforce various established sales methodologies, such as Sandler, SPIN, Challenger, and others. A well-designed playbook can be tailored to support and enhance these methodologies.

Let’s explore how playbooks can be customized for some popular sales approaches.

Sandler Selling System

Interactive playbooks can be structured to guide reps through the Sandler Selling System’s seven-step process:

• Incorporate role-playing scenarios for building rapport and setting expectations (Bonding and Rapport stage)
• Provide question templates to uncover pain points (Pain stage)
• Offer scripts and strategies for discussing budget (Budget stage)
• Include decision-making process analysis tools (Decision stage)

SPIN selling

For organizations using SPIN Selling, playbooks can:

• Offer a database of Situation, Problem, Implication, and Need-payoff questions
• Provide interactive exercises to practice transitioning between question types
• Include case studies demonstrating successful SPIN conversations

The Challenger Sale

Playbooks aligned with the Challenger sales method might:

• Offer modules on developing and delivering insights to prospects
• Provide tools for tailoring the sales message to different stakeholders
• Include exercises on constructive tension and reframing customer thinking

Solution selling

For teams using Solution Selling, playbooks can:

• Guide reps through the process of defining pain points and desired outcomes
• Offer templates for creating comprehensive solution maps
• Provide strategies for involving decision-makers early in the process

Force Management

Playbooks supporting the Force Management methodology might:

• Include tools for conducting thorough discovery sessions
• Offer frameworks for articulating value propositions
• Provide guidance on negotiation strategies and closing techniques

By aligning interactive playbooks with established sales methodologies, organizations can ensure that their chosen approach is not just taught in training sessions, but actively supported and reinforced in day-to-day sales activities. This integration helps transform theoretical knowledge into practical skills, ultimately leading to more effective sales conversations and improved results.

Playbooks: Ready for modernization

Interactive sales playbooks, especially when integrated with robust sales enablement platforms, are revolutionizing how sales teams prepare, present, and perform. By providing consistent messaging, persona-based guidance, competitive intelligence, and seamless content management, these tools are becoming indispensable in the modern sales landscape.

As companies continue to grow and markets evolve, the ability to quickly train new reps, adapt to changing conditions, and deliver personalized, impactful presentations will be key differentiators. Interactive playbooks are not just a trend; they’re the future of sales enablement, empowering teams to sell smarter, faster, and more effectively than ever before.

Ready to get started on your sales playbook? Complete the form to share your ideas with our team!

Ready to power up your sales team?

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

“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:

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

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.

Versatility across platforms

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.

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

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.