In this final post on sales guide contents, I will quickly look at two important sections and one that will give you a stiff dose of reality. If you review all the sales guide posts that I have done, you will find that this sales tool can provide a copywriter with a solid understanding of how to write about a product along with a wealth of information useful in writing a wide variety of collateral.

Other Important Sections Example

I have chosen three sections usually found at the end of the sales guide to discuss quickly. One is the “summary of key points,” which I always read first even though it is usually a summary found at the very end; the average “deal” size, which is interesting; and a section of links to more information, which is great for further research. Here are samples:

Summary of Key Points

• SecureFlush is a suite of real-time and historical performance and availability monitors that help customers maintain critical business functions.
• SecureFlush’s enhanced features help monitor, detect, analyze, and resolve – and ultimately, prevent – problems that can threaten bathroom services.
• SecureFlush is easy to install, use, and maintain, allowing for fast problem determination.

 Average Deal Size

The average SecureFlush deal size for 100 bathrooms is approximately $30K for hardware (one-time charge that includes installation), $15K in software revenue (annual), with typically an additional $5K in services revenue.  The successful sales cycle averages 1-2 months.

 Where to Get More Information

SecureFlush Knowledge Center at http://www.facilities.com/software/SecureFlush/knowhow/

SecureFlush’s Business Partners at http://www.facilities.com/partners

SecureFlush Product Information at http://www.facilities.com/software/SecureFlush/xeoz/index.html

Software downloads and technical support at http://www.facilities.com/software/SecureFlush/

SecureFlush Documentation at http://www.facilities/SecureFlush/docs

SecureFlush Product Education at http://www.facilities.com/software/SecureFlush/education/

SecureFlush Promotional Materials at http://www.facilities.com/collateral/SecureFlush

Other Important Sections Discussion

Often the sales guide authors will write the Summary of Key Points last, and by that time they will have a much clearer idea of what they are selling than they did in the beginning. For that reason, I always read this section first when it is included, and it usually is. Even if the “summary” ideas are repetitious, they are usually more succinct and to the point than what appears at the beginning.

The Average Deal Size is not especially useful for a copywriter, but it will give you a good idea of how much the product you are selling costs, which may be sobering. You are unlikely to find this information spelled out as clearly elsewhere unless you are selling something like consumer software.

I think most writers will see the value of the pointers to additional information, especially contractors, and you may need to include some or all of them in the piece of collateral you are writing.