eTip #11: Is Your Sales Collateral Making the Sale?

Scenario #1
Your initial meeting with a potential customer went very well and you feel certain you will get the contract. After the meeting, you leave behind some sales collateral. Will the sales collateral be reviewed or trashed and never be seen again? Better yet, will the perception be that the sales collateral backs up everything you discussed at the meeting?

Scenario #2
Your company has a booth at an industry trade show. There are hundreds of companies represented at the trade show. Will your collateral piece become just another “brochure” attendees pick up at the trade show?

If you are serious about your business or products, you cannot afford to give a bad impression from your sales collateral. Here are some tips to make sure your sales collateral is doing the work for you:

Flexibility is the key
Unfortunately, one size does not fit all. This also applies to business interactions and your sales collateral needs to have flexibility. Perhaps your sales collateral is a folder with some copy and information that is consistent, but uses individual inserted sheets to address specific purposes. Create insert sheet shells like letterheads so you can update information quickly.

Make sure it is a keeper
Think about how your customer will store the piece (that is if they don’t trash it). Create a piece that can be used to store more information or paperwork from you in the future. Make sure your piece stands out from other sales collateral pieces they receive and that it helps make their files organized and simple.

Tell a story
Make sure your sales collateral tells a story. It doesn’t have to tell the whole story, but just enough for them to understand what you are offering. Use your website for more comprehensive information.

Keep your sales collateral updated
If you have a news release in your sales collateral that is two years old – get rid of it! Make sure your sales collateral gives the impression that your company or products are up to speed with current market situations.

Consistency, consistency, consistency
You get the point. Be sure your sales collateral materials are consistent with the look-and-feel of your overall corporate identity and brand. Inconsistency in your sales and marketing materials can communicate your company does not have it together.

 

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