Speeding up the Sales Cycle With a 2-Minute
Explainer(TM)
Sales prospects can quickly understand the value of a complex
product when it's introduced with a 2-Minute Explainer(tm), a narrated
Flash animation produced by New York B2B marketing firm Business
Information Graphics, Inc. The company's clients use Explainers as the
first step in the sales cycle, for product launches, and as website
landing pages.
New York, NY (PRWEB) April 8, 2005 -- "Our value becomes clear as soon
customers understand the concept" says George Harter, marketing manager at
North Carolina business process management (BPM) software maker Ultimus
(http://www.ultimus.com). That's why our sales team
regularly makes the 2-Minute Explainer(TM) the first step in the sales
cycle."
The "2-Minute Explainer" is a Flash animation produced by
Business Information Graphics, a New York B2B marketing communication
firm. "It's Flash, but we're not the least bit flashy," says company
president Bruce McKenzie. "What we do is to package a sales proposition so
it's delivered consistently in a way that prospects can immediately
understand."
To put across the Ultimus value proposition, B.I.G.
animated a purchase requisition struggling to get fulfilled. "As soon as
people see the animated task actively trying to get the next person's
attention, rather than waiting for that person to act," says Harter, "they
understand how business process management adds value to their
organization." The Explainer is one of the most-viewed pages on the
Ultimus website.
Making connections
Kevin Cavanaugh, COO of
Connecticut's Qualtech Systems (http://www.teamqsi.com), which is commercializing
software developed for space exploration and military applications, uses
an Explainer to kick off presentations. "We can start describing product
details knowing that everyone has the big picture." Qualtech's sales team
has found that that they are doing fewer laborious software demos than
they used to, "because people get it - we don't have to show them."
Qualtech has also found that pitching stories to magazine editors is
easier now. Says Cavanaugh, "when our PR firm tells an editor, 'take two
minutes and go to this URL', the editor usually comes back and says, 'hey,
that really is interesting.'"
Most B.I.G. clients also use the
2-minute Explainer at trade shows and conferences. "We make it easy to run
it as a loop," says McKenzie. "If you put it on the exhibit perimeter, you
improve the chances that people will come into the exhibit sort of
"pre-qualified" to ask good
questions."
Depolysyllabification
"Creating a 2-Minute Explainer
brings out the best in everyone," says McKenzie. "Disciplining ourselves
and our clients to stick to the two-minute timeframe keeps us all
focused." McKenzie and partner Lorna Pautzke, who both hold M.B.A.
degrees, research and write the script based on phone conversations, web
pages and PowerPoint presentations. They apply what they call the
"depolysyllabification" process. "The literature put out by tech companies
all says pretty much the same thing in the same windy jargon," says
McKenzie. "So-and-so is the leading provider of something-or-other that's
really technical and important. We turn that into a simple and direct
picture story that tells you, in a businesslike way, what it is and why
you should care."
A portfolio of 2-Minute Explainers can be viewed
at http://www.2MinuteExplainer.com
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Source : http://www.prweb.com/releases/2005/4/prweb226398.htm |