The key is in making this information reusable by multiple parts of the business, hence increasing the return on time invested in gathering it. It must also be available in the format most suited to various business users.

But information sharing isn’t just a one way event. Also now critical in selling more complex solutions, such as software products, is sharing information with the customer before the solution presentation stage of the sales cycle. This is not information about your product. It’s information about how to use a product such as yours in the customers company and what benefits will result. Customers have ready access to information online as to the different technologies available, but the real information that makes the difference is in how the solution can be used in their business. Most business decision makers are faced with rigorous business case requirements for sign off of most technology solutions, and seek greater understanding of how they can increase they can gain wider business support and demonstrate a short payback period and higher return on investment. They often have limited insight into how to apply a solution such as yours across the various parts of the business, so help them by providing access to seminars, webinars, videos, audio, articles and blogs – informational media that will build the value proposition in their minds and help them gain widespread business support to buy your product. These events are both educational and promotional rather than highly product focused selling events. Consider them edumotional.

Rather than helping your customer climb over the many barriers to closing a sale, help them remove the barriers instead. If you want a detailed insight into how to use edumotional selling, watch out for the release of my next book which focuses on analytics and information based selling.

It is often thought that the left side of the brain lacks the ability to provide for innovation, yet it is the very logic of the insights gained from BI tools that is driving organizations that use BI to becoming market leaders.

With the economy seemingly collapsing by the minute, the availability of reliable, relevant information is even more important than ever. The market forces and interrelationships are more complex than ever before, and Sales and Marketing teams that lack this capability will struggle to identify where their efforts will provide the best returns.

Listen to this brief audio on how BI can benefit the effectiveness and profitability of sales teams.