Prospecting Tools: Brochures
Everybody seems to want a brochure. Yet I often wonder if they are as effective as they should be. Many times a request for a brochure during a sales call is a signal of a brush-off. Brochures are effective tools if you use them effectively. They serve as a central information piece for your business, another contact in a series and give your customers something to read when they have nothing better to do. If you have a service that requires explanation or a product that has many relevant features and specifications by all means have a brochure done by professionals. Otherwise, consider using the money for something more effective.
My reservations about brochures are strictly based on a sales perspective. From a marketing point of view there may be many reasons to do one. In the sales process they can interrupt the flow of a presentation or divert the customer’s attention while you are gathering vital information. Don’t rely too heavily on brochures as selling tools.
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