How does your business source leads? It’s probably through marketing online – or mail marketing, networking, print advertising, referrals – or just hoping the right person walks in! Any of these can be really effective in finding prospects and feeding them into the top of your sales funnel. But people these days have a very short attention span. Once you’ve successfully got them to contact you, what do you use to move them closer to a buying decision? How do you enhance your sales conversation, so that you end up with a customer, not just an interested prospect? A professionally designed printed sales brochure is an invaluable (and often overlooked) tool for helping customers to understand your product or service – and assuming it fits their needs, move them closer to purchase. It gives you something tangible to talk to, which will:
- create a structure for the presentation of your product or service
- help your prospect recall the benefits you’ve highlighted
- help them to make an informed decision with the merits of your offer clearly in front of them
- allow them to share the benefits and features you offer with other key decision makers in their business in an accurate and meaningful way
If you’ve already worked this out, pass Go and collect $200! Then have a look at your sales brochure, and ask if it:
- presents the “What’s In It For Me?” message to the reader in a clear and compelling way
- is well designed and produced so that it reinforces the image you would like to create for your business
- uses a format that’s easy for you or your sales team when having a sales conversation
- has a sequence that covers all important information logically
Now that you’ve had looked at your brochure through new eyes, could you improve it? Would a refresh of the copy, design or print format improve its effectiveness? And…if you don’t have a sales brochure and you are a service business, or sell mid to high value or niche products – Are you doing business with one hand tied behind your back?
