Borrow Industry Statistics for Benefit Statements
By the time a proposal is being prepared, your sales force may provide you with robust Benefit Statements. If not, you’ll need to help out here.
Borrow Industry Statistics
Jill Konrath suggests you “borrow industry statistics.” I like her way of describing the process of using current news to enhance benefit statements.
It makes my subscription to the Wall Street Journal worthwhile when I can enrich a benefit statement with a reference to a recent event in the prospect’s firm or industry. Jill recommends watching for industry statistics you can borrow to highlight your benefits.
I had a great example last year. We were struggling with a way to describe an issue in their industry when I picked up the Wall Street Journal one morning and read an article about one of their competitors that perfectly described the issue. We quoted the article and it nicely backed up our position.
Tonight I read that fewer than 36 percent of marketing departments track their contribution to profitable contracts. Yikes! I would not have guessed it is so low. I’ll be borrowing that statistic in a blog post pretty soon!
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