This document is based on the information on the preparation of the "Product Sales Manual" summarized by our product managers based on practical experience in the process of promoting new products in recent years. It certainly cannot be suitable for every product. , I hope it can serve as a reference for everyone. What comes out here is relatively comprehensive content, and you can filter the content according to the actual situation of the products under your jurisdiction. 1. Understand the "Sales Manual"

Of course, it must be shown to the sales staff. Maybe you want to put all the information for pre-sales and after-sales personnel in it and make it an all-in-one thing. Haha, it’s best to endure it! This kind of large and comprehensive tirade is difficult to digest, unless you are dealing with a "consultative" super sales guru.

Generally, it is "electronic version" + "printed version". "Electronic version" is for ease of transmission, and "printed version" is for ease of reading. You must not expect everyone to read a lot of electronic documents. .

Now that I think about it, it is actually best if the "electronic version" must be complete and the "printed version" should be streamlined, so that the sales staff can read the "printed version" at any time and refer to the "electronic version" when needed. "Read it carefully.

The simplest "Sales Manual" is the FAQ. It would be best if you can condense the key issues into a few pages and express them clearly (whether they are clear and enough require sales staff to comment).

Of course, if you reach the above state, you need to practice diligently. At present, we often publish one book with hundreds of pages, including markets, strategies and products. It seems that it must be streamlined.

General products go through "creation of ideas", "screening of ideas", "concept investigation and evaluation", "future marketing strategy planning", "product profit analysis and prediction", "from scratch" There are eight cyclical stages: product research and development, test marketing, and commercialization. Then the "Sales Manual" is a "job" in the "commercialization" stage. If you do well in the first seven stages, the "Sales Manual" will be a matter of course, that is, the essence will come naturally. 2. How to compile a "Sales Manual"

The following contents need to be considered for inclusion in the sales manual:

1. Product Introduction

2. Product Positioning

3. Market analysis (demand and competition)

4. FAQ lists questions frequently asked by customers here and gives the best answers. This part should cover a wide range of content and is the core content of the Sales Manual, including target market, product strategy, competitive strategy, competitive comparison, product highlights, etc. Haha, if the FAQ is done well, it can include other parts of the content and classify them: sales FAQ, customer FAQ, technical FAQ, etc.

5. Qualification certificate

Put here various market access certificates, honors and other credible certification documents that can help improve the product image and quality.

6. Successful cases

For new products, successful cases are the biggest booster; for old products, successful cases are the best proof of application;

Success Several sources of cases: projects developed by oneself and sales staff, project records provided by the finance department, project information obtained from sales and pre-sales staff, etc. It would be better if there is proof from customers.

7. Product price

8. Product comparison

Accurate and brief comparison of several major competitors. To hit the nail on the head.

10. There are also a bunch of other materials, such as: "Technical White Paper", "User Manual", "Installation Manual", "Video Demonstration", "Test Report", "Company Introduction" and other materials , if you have confidence in the salesperson's time and energy, then you can put them all in.