Secret 2 - Your Product Literature/Collateral is Super Important:
What do we learn from this? Pretty simply, prospective customers today still rely heavily on your product collateral and sell sheets - you know, the "salesy stuff". For all the talk about taking a soft approach with whitepapers, webinars and the like -- when a prospective customer reaches the final research/evaluation stage, your product collateral is critical.
So what does this mean? It means you should make sure your product collateral is updated, it looks professional, and it's super focused on highlighting the benefits of your product or service. And as you'll see next week, the types of product collateral your prospective customers want is actually much more basic than you might think.