In this electronic world of ours, many sales people are drawn to all things digital: proposals in pdf format for the more classic among us, slidecasts and videos for the more advanced, who believe that everyone can read anything on their iPad or PC.
Here are 5 reasons why.
1. Only someone who rarely reads on a computer screen could possibly think it is a good idea.
Because, in practice, there is nothing more tiresome for most people than reading on a computer screen, or an iPad or PC for that matter.
Take this article, for instance: before you have finished reading it, you will probably be one of those people who find it “too long”… (along with 90% of the rest of the planet, I can assure you). Yet, on paper it would be a snap. It contains just 408 words, meaning:
- One page in Word
- A page and a half of a pocket book (one page in a pocket book has 280 words)
- A single-column article in the New York Times (one newspaper page contains 4 or 5 columns)
- It takes 2 minutes to read (we read about 250 words/min)
So, a text that is easily read in hard copy becomes a major hurdle for 90% of people if they have to read it on a screen.
2. Nothing beats hard copy for comfortable reading.
That’s why ebooks are only 2% of the book market!
Do a simple test… Print this email and compare reading on screen to paper.
3. Everyone has hundreds of files on their computer:
your proposal won’t be any easier for the client to find than your competitor’s. If it is ONLY in digital format, it’s a problem!
4. Your client is much more likely to read it if it sitting out on his desk…,
than if he has to find it among the thousands of files on his computer… assuming, of course, it is an appealing document that he would rather leave on his desk than file in the trash.
5. There is every reason to combine analog and digital, because they complement each other.
For instance during a F2F sales meeting, try changing the pace by switching off the computer and inviting the client to refer to a detail in the written proposal.
Not only that, in areas such as price presentation, combining analog and digital is essential.
To sum up, instead of choosing one tool over another, combine them. You need both: powerful, inspiring, visual sales presentations in digital format, and attractive, easy-to-read written proposals in hard copy.
See this news in French:http://presentations-de-vente.com/offre-commerciale-ecrite-indispensable