Super-Charge Your Sales Force With Highly Effective Print Sales Collateral

ThinkstockPhotos-78460226Converting 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 any ole’ brochure and a plain 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 your 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 your client’s greatest challenge was prior to purchasing your product or service
  • How your client implemented your product or service
  • How your client’s challenge went away or was reduced by implementing your product or service

These three things will communicate more to your 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 the product you’re trying to sell.  You want materials that will catch your prospect’s attention, and will beg them to read what’s inside.

And when you’re ready to start working on your marketing collateral, give us a call – and let Futch Printing & Mailing ADDRESS all your printing needs!

Creative Examples of What You Can Do With a Well-Placed QR Code

Are you QRious smallIn today’s world, one of the single best opportunities that you have to leverage the power of both digital and print campaigns at the same time is with a well-placed QR code. Short for “quick response code,” a QR code operates on the same basic concept as a barcode, but can be used to accomplish a host of different things given the circumstances. If your goal is to use QR codes in your print campaigns creatively (as you should be), there are a few key avenues you can choose to pursue.

It’s About Education, Not Destination
If you’re only using QR codes as a substitute for a hyperlink, you’re not coming close to unlocking the benefits of this technology. Consider the example of a restaurant that uses QR codes for customer education. There’s only so much information that you can fit on a “take home” menu before it starts to get unwieldy. The larger that menu is, the more likely it is to get thrown in the garbage because it’s difficult to store long-term.

If you were a restaurant owner, you might include an abbreviated menu featuring just items that are available to carry-out as a print marketing material. The QR code on that same menu, however, can be used to instantly educate the user about what your restaurant looks like, what items you have available for dine-in visitors and more. The physical print information that the customer is receiving is contextually relevant, in that dine-in options aren’t necessarily on their mind if they’re looking to order in. However, they do have access to all of that additional data should the need arise.

The customer has everything they need to order in and stay home for the evening if they choose, but you’re also using the opportunity to show them what a great time they’ll have, and what a great selection they’ll be exposed to when they do decide to pay you a visit. More than that, you’re saving physical space on your material and are leaving contextual information in the digital realm. This is the power of a well-placed QR code at work.

Adding to an Experience
Another gThinkstockPhotos-161917260reat way to use a QR code in your campaign has to do with adding to the experience before, during, and after the event. As previously stated, a QR code should be about delivering quality information to your customers. In the days leading up to an in-store event, for example, a QR code on the print mailer that you send out may automatically send relevant details about who is going to be there, why the customer should come, and more to that person.

After the event, however, you can update what that QR code actually does to redirect the user to photos, video and other multimedia elements that were captured while the event was going on. Did a speaker host a question and answer session during the event? Suddenly, that same QR code can be used to deliver all that content right to the user’s smartphone to let them relive the experience (if they were there), or show them what they missed (if they, unfortunately, couldn’t make it).

Now, you don’t have to send out another print mailer with updated information because the QR code itself is inherently malleable. It can be whatever you need it to at any given moment with a few quick modifications.

A well-placed QR code can do wonders for combining the best parts of both print and digital campaigns together. More than anything, however, it gives the user a choice regarding how they want to view the information that you’re trying to get across. It allows them to pick a forum for the receipt of this data, allowing them to gain exposure to your message in the format that matters most to them.

And if you’re still unsure how to create and/or use QR Codes, give us a call – and let Futch Printing & Mailing ADDRESS all your printing needs!

Pro-Tips For Rocking Your Next Trade Show

ThinkstockPhotos-482400767 If you’ve ever worked a boring booth at a trade show, you’ve most likely been the victim of the “avoiders.” Those passers-by who liken you to Medusa and refuse to look your way for fear of being turned to stone. You notice them by the way they engage actively with booth 1145, take a quick glance at your booth with that lonely poster and brochure, and then, hurriedly walk past you with their eyes carefully averted. After enough of these avoiders, you may start to wish you had some of those smiley-faced, squishy stress-balls to throw at them.

This year, with some careful planning and a little creativity, you may be able to grab people’s attention and keep them engaged without resorting to assault and battery. Obviously, the lengths that you go to create interest at your booth may be limited by your budget, so it’s important to think about what this trade show means to your business and how engaging 10, 50, or even 1000 target individuals may bring more work your way in the coming months. Once you’ve got your budget ironed out, you can start getting those creative juices flowing.

Get Out Your Lasso
You know from experience that the hardest part of working a trade show booth is getting people to look at you, right? What if your booth looked like they just stepped into the hottest casino in Vegas? Or, they’re stepping into a game show hosted by loud and enthusiastic individuals? Being active and/or unconventional is key to attracting attention. The possibilities are only limited by your imagination, and here are some favorites to get your mind flowing:

  • Superhero or celebrity photo ops. Invent a superhero to represent your company and have him or her available for photo opportunities with booth guests. It may seem a bit corny, but it works. The same is true for celebrity look-alikes. Be sure to get their card so you can send them the pic after the show.
  • Wheel of Fortune. Nothing screams “come here now” more than the chance to win fabulous and exciting merchandise (or your services).
  • Create a treasure map leading to your booth. This may require some cooperation on the part of the venue, but placing arrows or words on the floor that lead people to your booth can create intrigue and bring people in.

Whatever you decide, make it fun and interactive. Think Disneyland for adults.

Build Excitement in Advance of the Show
Regardless of what genius idea has emerged from your mind, it’s important to create a sense of anticipation among your clients and prospects. Sending out formal printed invitations or periodic emails revealing a little something more about what’s in store for them when they visit will get them chomping at the bit to visit your booth.

Have Quality Informational Products to Hand Out
You get very few chances to make an impression once you get people into your booth. Once they’re there, make your efforts count by providing them with unique, high-quality informational products (such as full color brochures) that will not just stay in the bag in the closet when they get home.

Follow-up After the Show with Everyone
Hopefully, your venue will provide a mailing list of all of the participants so you can send out follow-up correspondence to those you saw and those you missed. If no list is provided, be absolutely sure you get business cards from the people you talk to and connect with them ASAP! The more opportunities you have to make an impression, the better.

And if you need any additional help planning your next trade show booth, give us a call – and let Futch Printing & Mailing ADDRESS all your printing needs!