Advertising; Brochures; Road Shows; Seminars; Conferences and Exhibitions; Web Sites; Telemarketing etc. all compete for budget. Most of these activities are used to create awareness and generate leads. They are not focussed on helping secure a sale.

Cambashi's approach produces material whose primary goal is to assist the sales team gain the order. This approach has been developed over a number of years and is based on our experience working with IT software and hardware vendors and with end-users. We know, for example, that users believe what other users say.

Cambashi staff and associates will work with your team to develop a portfolio of material to suit your particular requirements. We engage Cambashi associates in the US, Japan and Europe, providing an international perspective where required. We will:-
help to identify the objective and desired outcome
help to identify the target audience
work with you to design a document, recognising the importance of good content & visual impact
help you to understand the users view of the sales process
help you to see how these documents fit into your sales process, and the affect it can have in a face-to-face situation
offer advice on how to sell the potential of these documents internally.

White Papers
White Papers provide information on a product or service and can be a very effective form of sales and marketing collateral. Many organisations produce internal White Papers focusing on product features, functions and performance. Our approach is different. We see White Papers as the ideal way of positioning a company, product or service in a particular market. We identify how the current market environment drives a company's business objectives, which translate into a number of goals, which in turn drive applications, and solutions. A White Paper produced by Cambashi assures the reader of an independent, unbiased view of the topic.

List of Cambashi white papers available.

Where the requirement is for a paper with a specific technical focus, we can do that too. For instance, the benefits to the user community of a product being available on a particular hardware platform or operating environment can be assessed. Investigating issues such as availability, reliability and scalability.

An example...Autodesk White Paper - A Consultant's View of AutoCad 2000

Reference Stories
In large, IT-related sales, it is important to differentiate between the senior decision-maker and the IT expert/manager and tailor the content of the story accordingly.

For the senior decision maker the need is to present a situation similar to their own, describing the issues to be addressed, the vision and the business gains achieved in a language and with quotes from a person in a similar position. It is necessary to state that you delivered this solution. It is not helpful to describe the "how". The introduction of expert information undermines the "power" of the senior manager and /or commits you to a course of action and resources prior to the account being fully qualified.

For the IT expert / manager the questions to be answered focus on - Does the proposed solution really exist? Does it have appropriate functionality? Can it be customised? Is it scalable? Will the solution integrate with the other systems?

An example...Rover Simulation

Deliverables
White Papers and Reference Stories are developed so that they can be produced in hard copy form and incorporated into the information on our client's web site. In fact, we typically post the developing material to a secure location on our web site to allow our client and their customers to comment on the work in progress. In addition, we can provide sales coaching to help sales staff increase their effectiveness in selling based on business benefits.

Further Information
If you are interested in this service, or would like to know more about the wide range of services Cambashi can provide, please contact us at the address below or email us at info@cambashi.com

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