Converting prospects into clients is often a difficult and expensive process. Sales reps can spend weeks, months, even years trying to convert a prospect into a client. So, how do your reps keep the conversation going and the interest building when they’re away? The answer: put high-quality, effective print sales collateral in their hot little hands.
Your sales reps can leave a "spokesperson" behind their prospects, one that will subtly sing the praises of your company when your reps leave. That advocate for your products and services is the right mix of marketing materials.
Highly effective print sales collateral doesn’t just mean you leave a brochure and a business card and hope for the best. To super-charge your sales force, you need well thought-out, quality-designed materials that will continue to grab the prospect’s attention and not end up in the recycling bin. Top sales experts have weighed in with the following best practices.
The single most effective piece of sales collateral that you can leave with your prospects is the case study. Including one or two case studies targeted to the prospect’s needs can do more for your sales than a holiday gift basket. Your case studies should concisely discuss:
These three ideas will communicate more to the prospect about how your product or service works and the value that it can provide to them, than merely listing the things your company does. If possible, include solid numbers about money and time savings, as these are the top two complaints companies have.
Finding three or four clients to rave about you is also a fantastic way to show your prospects that (1) you have clients, (2) your product/service is LOVED and (3) why your clients love it. If you can guide your clients in crafting a testimonial that discusses how your company changed their life for the better, the more effective the testimonial will be. Including their name, business name, and even a picture can go a long way in building credibility. Nothing says, “Trust us” like someone else saying, “Trust them!”
The Sales Page
Sales and Marketing Strategist Walter Wise notes that successful marketing messages use the "Marketing Equation of Interrupt, Engage, Educate, and Offer.” Let’s break down that equation.
Take the time to provide your “offer” in your sales package. The longer you can keep that prospect engaging in your company’s materials, the more likely they will be to buy.
Putting It All Together
All of your materials should be printed on high-quality paper stock and designed by a professional graphic artist so that the materials are aesthetically pleasing and project an impeccable image. Too much text and low-quality graphics can be an instant turn-off regardless of the quality of your product. Remember: These materials speak for you when your reps are not there.
Peter "The Printer" Lineal
2160 Stonington Avenue
Hoffman Estates, IL 60169
Ph: 847.882.4020 Ext: 133
Printing, Marketing & Promotional Products with Powerful Execution.