By Kim T. Gordon

Whether you have one salesperson or ten, outfitting your front line with the right tools is critical to your company's success. Production of collateral materials often falls to marketing staffs that design in a vacuum, without true insight into the day-to-day operational requirements -- and just plain hands-on, grab and run nature -- of salespeople. The result? Some studies suggest that as much as 80 percent of materials created by marketing for the use of salespeople go unused, while salespeople often create their own less-than-stellar tools on-the-fly. Meanwhile, important branding and selling messages can fall by the wayside and sales may decline or stagnate.

So how can you create tools you and your salespeople will love -- and want to use? It all comes down to these three essential steps:

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