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Business  »  Advertising
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Revamp your brochure design and get more sales.

By: Joanne Jones


Date Added : September 4, 2011 Views : 544
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A common problem, faced by many businesses is this; they have a good product, a regular stream of new enquiries and capacity all set for a higher level, yet the enquiries are just not converting into sales.

At this point, a business owner or sales manager will ask the question; "how can I leverage my sales team to get the return we need?"

Consider this - your sales force may be smart and professional. They may be out there doing a good job at communicating your product or service. However, if they present with poorly designed brochures, all their efforts may be lost.

A good brochure design used in a sales meeting adds a visual dimension that helps increase the amount of information retained by the listener. Rather than just handing out company information at the end of a sales meeting, a brochure should be incorporated in the presentation to visually engage the prospective customer.

Studies have shown that an aural presentation alone leads to retention rates of only 10% while a combined verbal and visual presentation results in retention rates as high as 65%. Your salesforce may be finding that the impact of their presentation has ended the moment they leave the building.

A good brochure should take the prospective client through a journey similar to the way a sales presentation would unfold. It should use visuals to reinforce key selling points. It should highlight the special aspects of the product or service, through images, diagrams and comparative tables. In this way the opportunity of converting a prospective customer in a face to face sale is maximised and the result is felt long after the presentation concludes.

In fact a sales brochure is a source of advertising for your business round the clock, presenting your company in isolation of your competition. For example when searching on-line for a product or service, competitors are just a keystroke away and while viewing your advert in a publication, a page turn can leave you long forgotten.

For products that need a longer decision making process or a bigger financial commitment, a sales brochure allows your product to be in the face of the prospective customer during that period. It allows them imagine owning your product and helps build a relationship with it. It may also be used to influence colleagues and friends who may sway the decision.

With the trend towards information shoppers, buyers are demanding a greater amoung of facts to make their purchasing decision. And while a detailed website is important for most businesses to narrow down the search, a convincing sales brochure is the ideal way to clinch the sale. A brochure allows you to present your complete and full offering. It enables you to support your key benefits using facts and comparative tables that help the prospective customer come to a logical buying decision that ends with you.

The digital revolution currently transforming the printing industry, spells enormous benefits for business' who want to market themselves. While traditional offset print brochures serve their purpose for larger volumes, they require a significant cost commitment to be viable. With digital print brochures, small quantities of say 100 to 500 brochures can be printed economically and provide an excellent way to test the market with different messages. This is an invaluable method of sharpening your sales presentations.

When armed with a well designed, convincing sales brochure, your salesforce will never look back to the old ways.


Carol Lobo is the founder of Pakka, a specialist firm that develops and executes marketing strategies for businesses. Professional brochure design is an area of expertise which she consults with business owners and sales managers to get the greatest leverage from their selling efforts. With over 16 years of professional marketing and communications experience, she has an excellent understanding of business

Article Source: Revamp your brochure design and get more sales.

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