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 force may be savvy and professional. They may be out there doing a good job at communicating your product or service. However, if they present with poorly designed brochures, all their efforts may be in vain.
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 business literature at the end of a sales meeting, a brochure should be incorporated in the presentation to visually engage the prospective customer.
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 as soon as they leave the premises.
A good brochure should take the prospect through a journey similar to the way a sales presentation would unfold. It should highlight the unique 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 client in a face to face sales situation is maximised and the impact 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 business in isolation of your competitors. For example when searching websites for a product or service, the competition is just a keystroke away and while viewing your advert in a magazine, a page turn can leave you long forgotten.
For products that require a longer decision making process or a bigger financial commitment, a sales brochure allows your product to be in the face of the prospect during that period. It allows them visualise owning your product and helps build a relationship with it. It may also be used to sway colleagues and friends who may influence the decision.
With the trend towards "info shoppers" as identified recently in The Wall Street Journal, buyers are demanding a greater amoung of facts to make their purchasing decision. And while a detailed website is important for most company to narrow down the search, a convincing sales brochure is the ideal way to convert the sale. A brochure allows you to present your full and complete offering. It enables you to support your key benefits using comparative tables and facts that help the prospective customer arrive at a buying conclusion that ends with you.
Being part of the digital revolution currently transforming the printing industry, spells great benefits for business' who want to market themselves. While traditional offset print brochures serve their purpose for larger quantities, they require a significant cost to be viable. With digital print brochures, small quantities of say 50 to 500 brochures can be printed economically and provide an excellent way to test the market with different messages. This is an invaluable way to sharpen your sales presentations.
When armed with a well designed, convincing sales brochure, your sales team will never look back to the old ways.
Author Resource:
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 and their challenges. She is a Certified Practicing Marketer of the Australian Institute of Marketing.
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