Problem

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.

Approach

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.

Learning

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.