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Problem |
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| A manufacturer of medical equipment wanted to learn the
usage and perceived value of the detail aids their sales force
was using, and further identify what new tools might better
assist them in the future. |
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Approach |
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| A combination qualitative-quantitative study was conducted
among the sales force, which determined the most relevant
sales support content that was needed, based on the individual
product lines sold by each respondent. |
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Learning |
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| It was discovered that sales materials in general were lacking
in content, and that more product claim support was
necessary. There was also a need for a more product use-related
demonstration to be incorporated into the sales materials.
Surprisingly, there was also an expressed need for more multi-media
aids in the form of DVD’s and CDROM’s that had
not been previously considered. |
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