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A common problem, faced by many businesses is this; they have a good product, a regular stream of new enquiries and capacity all set for a higher level, yet the enquiries are just not converting into sales.
At this stage, a business owner or sales manager will ask the question; \"how can I leverage my sales team to get the return we need?\"
Consider this - your sales personnel may be smart and professional. They may be out there doing a good job at communicating your product or service. However, if they present with second rate brochures, all their efforts may be lost.
A good brochure design used in a sales presentation adds a visual element that helps increase the amount of information retained by the prospect. Rather than just handing out company literature at the end of a sales meeting, a brochure should be incorporated in the presentation to visually engage the prospective client.
Studies have shown that a verbal presentation by itself provides a 10% retention rate only while a combined verbal and visual presentation results in retention rates as high as 65%. Your sales team may be finding that the impact of their presentation has ended the moment they leave the prospect’s office.
A good brochure should take the prospective customer through a journey similar to the way a sales presentation would unfold. It should highlight the specific aspects of the product or service, through images, diagrams and comparison tables. It should use visuals to reinforce key selling points. In this way the chance of converting a prospective customer in a face to face sales situation is maximised and the result is felt long after the meeting ends.
In fact a sales brochure is a source of advertising for your business round the clock, presenting your information in isolation of your competition. For instance when searching on-line for a product or service, competitors are just a keystroke away and while viewing your advert in a magazine, a page turn can leave you long forgotten.
For products that need a longer decision making process or a bigger financial outlay, a sales brochure allows your product to be in front of the prospective client during that time. It allows them imagine owning your product and helps build a relationship with it. It may also be used to influence colleagues and friends who may sway the decision.
With the trend towards \"info shoppers\" as identified recently in The Wall Street Journal, buyers are requiring a greater amoung of facts to make their purchasing decision. And while a detailed website is vital for most businesses to narrow down the search, a convincing sales brochure is the ideal medium to clinch the sale. A brochure allows you to present your complete and full offering. It enables you to support your key benefits using comparative tables and facts that help the prospective client arrive at a logical buying decision that ends with you.
The digital revolution currently transforming the print industry, spells enormous benefits for business\' who want to market themselves. While traditional offset print brochures serve their purpose for larger volumes, they require a significant outlay to be viable. With digital print brochures, small quantities of say 100 to 500 brochures can be produced cost effectively and provide a great way to test the market with varied messages. This is an invaluable way to sharpen your sales presentations.
When armed with a professional brochure design, your salesforce will never look back to the old ways.
Carol Lobo is the founder of Pakka, a specialist firm that develops and executes marketing strategies for businesses. Professional brochure design is an area of expertise which she consults with business owners and sales managers to get the greatest leverage from their selling efforts. With over 16 years of professional marketing and communications experience, she has an excellent understanding of business
At this stage, a business owner or sales manager will ask the question; \"how can I leverage my sales team to get the return we need?\"
Consider this - your sales personnel may be smart and professional. They may be out there doing a good job at communicating your product or service. However, if they present with second rate brochures, all their efforts may be lost.
A good brochure design used in a sales presentation adds a visual element that helps increase the amount of information retained by the prospect. Rather than just handing out company literature at the end of a sales meeting, a brochure should be incorporated in the presentation to visually engage the prospective client.
Studies have shown that a verbal presentation by itself provides a 10% retention rate only while a combined verbal and visual presentation results in retention rates as high as 65%. Your sales team may be finding that the impact of their presentation has ended the moment they leave the prospect’s office.
A good brochure should take the prospective customer through a journey similar to the way a sales presentation would unfold. It should highlight the specific aspects of the product or service, through images, diagrams and comparison tables. It should use visuals to reinforce key selling points. In this way the chance of converting a prospective customer in a face to face sales situation is maximised and the result is felt long after the meeting ends.
In fact a sales brochure is a source of advertising for your business round the clock, presenting your information in isolation of your competition. For instance when searching on-line for a product or service, competitors are just a keystroke away and while viewing your advert in a magazine, a page turn can leave you long forgotten.
For products that need a longer decision making process or a bigger financial outlay, a sales brochure allows your product to be in front of the prospective client during that time. It allows them imagine owning your product and helps build a relationship with it. It may also be used to influence colleagues and friends who may sway the decision.
With the trend towards \"info shoppers\" as identified recently in The Wall Street Journal, buyers are requiring a greater amoung of facts to make their purchasing decision. And while a detailed website is vital for most businesses to narrow down the search, a convincing sales brochure is the ideal medium to clinch the sale. A brochure allows you to present your complete and full offering. It enables you to support your key benefits using comparative tables and facts that help the prospective client arrive at a logical buying decision that ends with you.
The digital revolution currently transforming the print industry, spells enormous benefits for business\' who want to market themselves. While traditional offset print brochures serve their purpose for larger volumes, they require a significant outlay to be viable. With digital print brochures, small quantities of say 100 to 500 brochures can be produced cost effectively and provide a great way to test the market with varied messages. This is an invaluable way to sharpen your sales presentations.
When armed with a professional brochure design, your salesforce will never look back to the old ways.
Carol Lobo is the founder of Pakka, a specialist firm that develops and executes marketing strategies for businesses. Professional brochure design is an area of expertise which she consults with business owners and sales managers to get the greatest leverage from their selling efforts. With over 16 years of professional marketing and communications experience, she has an excellent understanding of business