Super-Charge Your Sales Force With Highly
Effective Print Sales Collateral
Converting prospects
into clients is often a difficult and expensive process. Sales reps can
spend weeks, months, even years trying to get a prospective client
converted into a buyer. A large part of that process involves face time
between the sales rep and the prospect in an attempt to forge a
relationship built on trust. Seldom does that face-to-face meeting end in a
solid sale.
Sales reps hate leaving a prospect without a signed contract, and the days
of hardline sales techniques are long gone. So, how do your reps keep the
conversation going and the interest building when they’re away? The answer
is simple: put high-quality, effective print sales collateral in their hot,
little hands.
Armed with the right mix of marketing materials, your sales reps can leave
their prospects with some subliminal messaging that subtly invades the prospects’
subconscious after the sales rep leaves. Think of it as a little beacon
whispering “buy me…buy me.”
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 as a coaster or at
the bottom of a hamster cage. Top sales experts have weighed in with the
following best practices.
Case Studies
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:
What the client’s greatest challenge was prior to purchasing your product
or service
How the client implemented your product or service
How the client’s challenge went away or was reduced by implementing your
product or service
These three things 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. Be sure to include solid
numbers about money and time-savings, as these are the top two complaints
companies have.
Testimonials
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. Just like the case studies, 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 (don’t worry, it's even less to
remember than the FOIL method from back in middle school):
Interrupt: your main headline, designed to interrupt your prospect's
attention
Engage: your sub-headline, crafted to keep the prospect’s interest and get
them to keep reading
Educate: this is where you add some valuable information on solving your
clients’ problems
Offer: this should be a low-risk, free report, checklist, white paper, or
e-book that will position your company as a thought leader in the field.
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
It goes without saying that 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. Too much text and
low-quality graphics can be an instant turn-off regardless of the quality
of your product.
Have your sales reps present the documents to the prospect in a snazzy,
branded folder that will catch your prospect's attention when the rep
leaves, and one that will beg them to open it up and read what’s inside.
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