Best practices for collateral creation

Anshi BhadoriaMay 2013

Info-ception!

Contents

• Scope• Approach• Execution• The best practices• Tips & tricks

May 2013 | 2(c) 2013 Anshi Bhadoria

What is a collateral ?

• A ‘Collateral’ is an artifact created for showcasing the credibility or certain information

– RFI/ RFP response– Proposals– Case studies– Capability decks– Brochures– Mailers– Research reports– Info packs– Others

Research

teams

Field salesAcc

ount

managem

ent

Pre-sales

Other

business

functions

May 2013 | 3(c) 2013 Anshi Bhadoria

Key facets of sales collaterals

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Approach – The 3 Ps

Perceive the mind

Present to the mind

Play with the mind

• What is the true objective of the collateral?

• Who is the audience?• What message is to be

passed on?

• What content is required?

• What/ who are the sources to gather the content?

• What would be the review panel/ review cycle?

• Best approach to bring the message upfront?

• How much time is allotted?

• Which tool to be used?

May 2013 | 5(c) 2013 Anshi Bhadoria

Execution – Perceive the mind

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• Internal teams, leadership teams, customer decision makers, customer gatekeepers, etc.?

• Individual’s approachHow? Ask the right people, research on Internet (LinkedIn, websites, etc.)

• Time filler• Confidence building• Identifying/ qualifying opportunity• Proposal, otherHow? Just ask the project leader, manager, other stakeholders!

• What customer wants to see• What you want to show case• And, what you’re actually projectingHow? Brainstorm/ discuss with the key stakeholders

(c) 2013 Anshi Bhadoria

Execution – Present to the mind

May 2013 | 7

Start

Mind mapping

Structure

Validate

Sources

Review

Start on paper

With the 3600 view (create questionnaire for unknowns)

Create an order. Identify dependencies (the story approach)

Question each pointer for relevance and purpose. Identify the critical ones. Keep others as placeholders (or remove)

Does it mirror previous collaterals? Identify the balance between reuse/ recreate/ new content required

Design a review panel and review cycle

(c) 2013 Anshi Bhadoria

Execution – Play with the mind (1/3)

75% of the work is already done! It’s all about making it tangible now..

May 2013 | 8

DO NOT LET THE MESSAGE BE DILUTED WHILE YOU SKETCH IT IN THE COLLATERAL

Parameters:1. Manage time2. Identify tools3. Develop content4. Format collateral

(c) 2013 Anshi Bhadoria

Execution – Play with the mind (2/3)

May 2013 | 9

• Simplify (use short, direct, and same tense sentences)

• Lose the clichés • Information needs

emphasis• Designate elements • Empathy for the

audience (personalize)*

3. Develop content

• Document• Presentation• Brochure• HTML page• Info graphic, others

(adapt to latest modes quickly and judiciously)

• Plan your deliverables in conjunction with the review plan

• Always keep a cushion

1. Manage time

2. Identify tools

*Reference: http://lifehacker.com/5810271/how-to-create-presentations-that-dont-suck?comment=39949573#comments

(c) 2013 Anshi Bhadoria

Execution – Play with the mind (3/3)

May 2013 | 10

4. Format collateral– Proper nouns– Branding guidelines– Templates– Colors– Bullets and indentation– Font type and size – Line spacing – Animations – Graphics – Margins– Footers and page numbers – Confidentiality disclaimer– References (IP conflicts)– Date and owner

Its all about

BEING meticulous

and practicing!

(c) 2013 Anshi Bhadoria

The best practices

May 2013 | 11

1. Be aware of the purpose

2. Structure and validate the content

3. Choose the right tool

4. Use simple language

5. Be neat and error free

6. Follow templates/ guidelines

7. Be innovative

8. Mention source references

9. Design and adhere to the governance structure

10. Empathize with the customer!

(c) 2013 Anshi Bhadoria

Tips & tricks

May 2013 | 12

• Maintain a library of editable graphics• Apply neuro-marketing concepts• Do not overdo• Give a break and review again as an external viewer;

Peer review• Push yourself to think ‘new’ every time• Everyone has their own unique way of working (style) –

do not shy away from bringing up your out of the box ideas

• Stay open to change – adaptability is the key!• Keep on adding new skills – (intra skill set like color

combo, graphics designing, punch lines, crisp sentences, formatting, getting grasp of the core/ purpose, etc.)

• Just practice!(c) 2013 Anshi Bhadoria

Thank you!

References:

The mnemonic (SLIDE): http://lifehacker.com/5810271/how-to-create-presentations-that-dont-suck?comment=39949573#comments

(c) 2013 Anshi Bhadoria