One of the key contributions that a Product Manager can make is to provide regular, bite-sized input to the sales force about product benefits and competitive advantages.

So often, sales reps are thrown into quarterly (or even less frequent) product training sessions consisting of more than an hour’s worth of material poured into a single hour’s worth of time. Nobody wants to take up too much of the sales reps’ time with training when they could be selling. And force feeding a bunch of information in one sitting may simply be counterproductive.

So what can be done to remedy that? A Product Manager can send regular dispatches about the product, geared to sales reps’ need to understand product benefits and competitive comparisons. Instead of Dispatches from the Front Lines, these are Dispatches to the Front Lines, where the sales force is engaging prospects as the competitive bullets whiz by.

Read on for guidelines on what to include in these training tools to help your company sell more.