The 90 page PDF we sent to a CFO who asked for a one pager

Last quarter we spent 2 weeks building a super detailed 90 page case study PDF for a prospect, and the CFO replied within 10 minutes asking if we had a one page summary because he reads everything on his phone during commute. Apparently he just wanted the ROI math and 3 bullet points, not our whole product history and org chart. Does anyone else keep over-engineering asset formats based on what sales asks for instead of what the buyer actually uses day to day?

1 comments

1 Comment

derek_brown282d ago

Swear I used to think longer docs showed we knew our stuff, but this totally flipped my thinking. Buyers just want the quick numbers and a clear answer, everything else is noise that slows them down. Now I ask upfront if they need the deep version or the skim version, saves everyone time and makes us look smarter.