Wednesday, November 4, 2009

Technical Sales Forces Could Benefit from a Technical Writer

Sales teams across the nation face challenges dealing with selling advanced technology. Many times sales reps are placed into technology sales without a proper understanding of the technology they sell. They are trained to solve pains, not necessarily trained to explain advanced technical concepts.

Sales teams could benefit with a technical writer on staff. Many times during the sales process, customers need documentation. Obviously sales proposals and hardware and software requirements are a given. They often fail to reinforce the solution to the client’s pain.

Sales reps can give generic information in the form of brochures or CD ROMs with basic video presentations, but they fall short of addressing the pains and explaining the details of the intricate solution. A technical writer can bridge the gap between technology sales rep and technology consumer.

Sales reps are paid to close deals. They need to be on the phone finding leads, finding needs, developing opportunities, and closing deals. If they spend time developing customized technical documentation for the potential client, they are losing time developing new business.

A technical writer provides a sense of consultation to the deal. Technical writers can develop materials that will reinforce how the pain will removed for the client by explaining in writing with images why the specifics of how the product will work in a client’s business. Think of it as a personalized addition to the sales reps presentation.

It’s a simple process really. A technical sales rep gets past the demo stage and writes up the proposal. As the proposal is written, they provide basic details of the sales scenario to the tech writer. The technical writing then creates a custom report that’s personalized featuring the technical solution an layman’s terms. The entire solution is explained by solving the pain in the report while describing the implementation processes so they are at ease with the decision to complete the deal.
A technical writer can be a valuable tool for any sales force.

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