You’re going to be relying on your sales team
more than ever as FIERCE POST-LOCKDOWN
COMPETITION kicks in.
But clients will quickly see the difference between a salesperson that’s up-to-speed, engaged and confident in their tools, and one who’s just not feeling it.
The difference? Having strong marketing materials behind them.
Welcome your them back to the frontline with a marketing pack they’ll be itching to show off. It’s the perfect excuse to refresh your materials, too – your messaging is bound to need a swift edit to reflect the ‘new normal.’
Follow these five steps and watch your prospects become clients…
1. Create an overview brochure
A must-have – why would they want to use you? Keep it short and snappy. That means to-the-point text and a few relevant graphics. That way it’s a small booklet your sales team can carry everywhere. It’s just like having an elevator speech to hand.
2. Create more detailed materials
Ensuring consistency with your overview brochure, develop leaflets and booklets with technical data that explains your product or service. Think case studies and benefits explained in more depth.
3. Be memorable
Next up, something to set you apart from the rest. Be creative and give them an eye-catching piece that they just have to pick up and ask about.
4. Make it personal
Thanks to digital print, you can design your marketing material so the client’s brand sits alongside yours – dual marketing, if you like. Personalisation goes a long way and it’ll show your sales team isn’t churning out the same materials as they did for the last three pitches.
5. Tailor each pack
On that note, your frontliners should select the material that’s relevant for each meeting. If it’s the first hello, they’ll need a quick snapshot of the business with the overview document. Long-term customer? How about a booklet that’ll help upsell lesser-known products? They’ll want to avoid handing over a massive catalogue that ends up in a prospect asking: “So, what do you do?”
This blog is part of XIC’s Business Survival Guide, helping companies #keepcommunicationalive through COVID-19 and beyond.
