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Technical Document Analysis

Kali B. VanSweringen
University of Cincinnati
ENGL 3059 Professor Cook

Technical Document Analysis of the TQL Sales Cycle

This is an analysis of a sales training document that is used on a

regular basis at Total Quality Logistics. It is clear, concise, to the point,
and uses logos ad ethos as the main type of rhetoric here. Pathos will
rarely be found as this document focus on quick communication and
logical thought.
What is being analyzed?
This document was pulled from the Total Quality Logistics (TQL) Sales
Training Department. It will be broken down so that outside readers can
understand its purpose. Because it is an internal document, it needs to
be explained so that it can be understood externally. Its purpose is to
briefly inform and prepare newly trained brokers for sales. It is also
commonly used as a refresher document for veteran brokers.
What makes this a technical document?
There are different features necessary to make a document technical.
This one exhibits a few specifically. This one-page document is reader
focused, quick and efficient for the reader, available in both print and
digital copy, and the sales training team specifically produced it and
can explain it in detail if need be. Rather than meaning to entertain the
reader, the material should inform the reader, instruct the reader, and
persuade the reader. The three main pieces that help to analyze this
document are: Availability, Reader Focus, and Efficiency.
Availability
Documents in many places of business are no longer anything but
technical, honestly. Many TQL documents are distributed either in-class
or via PDF through email. If you dont receive it that way, any broker
can access it from the TQL Intranet, which is our internal web page.
TQL is an extremely transparent company, so everybody has access to
almost everything. The intranet houses many different types of
documents for different groups within the company. This will typically
be viewed in PDF form or in a PowerPoint.
Reader Focus
This document is reader focused because it is all about the intended
reader. This sales training material is meant for brokers at TQL, but
could be applied to many different sales mediums. The information is
broken down quickly in bullet points, and each section tailors to
different parts of the learning process for the reader. The document

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also leaves out any unnecessary information, respecting the readers
time. The readers needs certainly come first here. To enhance the
reader focus, the text is either bolded, underlined, or posed as a
question to make direct communication with the reader.
Efficiency
This document is efficient because of the layout, design, and quick
information. In an industry where time spent away from your desk is
possibly money lost, it is important to maximize training opportunities
in small amounts of time. The layout breaks down each step of the
sales cycle into a quick, understandable explanation of what the broker
should be doing in each stage. While training manuals offer lengthier
explanations, this is a quick way to get the information needed.
Analyzing Style & Visuals
While this document has no visual aids, it is organized in a table and
uses different fonts to emphasize important points. The table is
organized into two categories: Steps & Details 1 . The Table is then
broken into the steps of the sales cycle, which is specific to TQL. PreCall Planning, Opening, Needs Assessment, Solution Development,
Close, and Follow Up are discussed in that order. Bold fonts are used
when important points are brought up. Anything that also requires
emphasis may be underlined. Capitalized words will also be found,
either for abbreviations or something that is meant to be more
important.
Conclusion
The features of this documents that make it an acceptable form of
Technical Communication are that it is reader focused, efficient, and
readily available in different formats. In sales and logistics, like many
other industries, there is a lot of continuous training involved. To
manage time effectively, training must be completed in an efficient
way. This example of technical communication could be used for many
different industries, however services Total Quality Logistics employees
best. With the use of organized thoughts in a table, specific fonts, and
direct communication to the reader, this document successfully details
the TQL Sales Cycle as a Technical Document. While many materials
used in this environment are meant to be promotional and colorful,
some of the education materials are very simple.

Works Cited
1.) TQL Sales Cycle Notes [PDF]. (2015). Cincinnati, OH. Total
Quality Logistics.http://tqlintranet.tql.com/training/Job
%20Aides/Logistics/TQL%20Carrier%20Sales%20Cycle.jpg

TQL SALES CYCLE NOTES

STEP

Pre Call Planning

1-3min prep to help
you open well and ask
smart questions

DETAILS

Check out website or notes: use location,

commodity

What do you know? What do you WANT to

know?(Primary, Secondary objective)

What do you WANT TO HAPPEN (as a result

of the call)? (Closing objective)

Be brief, be curious and use details to

personalize it

TIE together WHY youre calling (trucks

getting empty at ABC facility) with the
Customer Relevant Fact (their location
isnt far from that facility)

You are Advisor, Problem Solver, Truck

Hawk (this is your foundation of incredible
value- HOW you might provide it is figured
out during Needs Assessment)

Ask about: FTL? Volume? Use outside

carriers? Find out lanes, service needs, how
they tender freight, your contact (how long
working there, industry, etc), when they
last setup new carrier, how that process
worked

Use open-ended questions What?

How? Or the golden phrase Tell
me more

Play catch. Keep digging with relevant

questions. Use their answers to build your
next question.

Opening
Introduce yourself and
SPARK a conversation
by asking a question

Needs Assessment
Ask questions to
QUALIFY how good of a
prospect they are, &
CLARIFY what they
need/like, how they
operate & how to
move forward
Handle Objections

Solution
Development
This is where you sell
our services as a good
fit for what they need
or like, based on what
you learned in Needs
Assessment

Close
Book a load; follow-up
calls for rate quotes
are perfect
opportunities to close

Follow Up
Customer Service- Get
feedback on what they
liked/want done
differently

Take good notes, get specifics, use LM &

Outlook

Handle OBJECTIONS by asking questions to

really understand their specific situation.
Know how TQL & YOU may still provide
value for each of top 5 objections.

Be specific in describing our services and

USE STORIES

Refer back to what theyve told you about

their business

F.A.B. Be sure to describe

our Feature (premier service),
the Advantage it has over our competition,
and the Benefit to your customers

Sell with PASSION and CONFIDENCE!

BE DIRECT, Point blank, ask for the load

URGENCY- Truck/rate is only available for

limited time

SUGGEST how to move forward on the

PHONE. ASK for TOUHEST lanes. (dont try
to close in an email)

Guarantee the truck at YOUR RATE, even if

you dont have it (you willits a calculated
risk)

Find out if you exceeded expectations

Have GSM/Team leader complete Thank

You call

Book your next load(s)

Start the process of Account Penetration