In May 2010, the main pain SalesBrain, neuroscience-based marketing research and training company located in California, USA, was approached by the head of marketing for Digital Technology International (DTI), a technology solutions provider to the global publishing industry, based in Utah, USA, for advice. DTI is struggling with the message the primary value proposition of its proposals for customers, consisting of the leading newspaper publishers. His front men of message delivery, which is the technical, jargon-filled and complex. Publisher clients are not able to quickly understand how technological solutions offered by DTI can help them become competitive. Sales messages also inconsistent. Not all sales persons DTI, seems to speak the same language.SalesBrain offering a three-step process in which it will identify pain points faced by publisher clients DTI; create a compelling set of requirements that could offer DTI of its technology products and guide the best sellers in the development of scenarios of sales that they could use with potential clients. SalesBrain introduces advanced marketing tools neurology at each of the three processes. "Hide
by Ramasastry Chandrasekhar, Dante Pirouz Source: Richard Ivey School of Business Foundation 12 pages. Publication Date: February 17, 2012. Prod. #: W12743-PDF-ENG
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