ELO 4
What are the four rules governing the use of collateral material?
Know the Content so that you know where to find what you're looking for, and once found expand on what the prospect is seeing.
Personalize your collateral material where appropriate.
Tell and show the prospect how he/she is going to get the benefit.
Make sure your use of the collateral material is timely and coordinated with the prospect's concerns or needs.