You may remember this from before. Learning vocabulary was always very laborious, at least for me. I tortured myself through pages of vocabulary and thousands of flashcards! But it was great when my aunt was there and gave me mnemonics for the words when I was quizzed. It was a tremendous help, because suddenly learning vocabulary wasn't as difficult and, depending on the mnemonic, it could be very, very funny. A brochure can also be a mnemonic – for your customers as a reminder when they pick up the brochure at home, or for your sales team as a helpful and supportive way of explaining your product during a sales conversation.
Download: Checklist brochure
If you, as a marketing department, want to support your sales team, you have a wide linkedin data range of options within your marketing mix. In addition to a website and an active presence on social media channels, printed communication materials are still popular and widely used as a sales support tool. A brochure can support sales promotions, for example, at a POS (point of sale).
1. How can sales be supported?
If you want to give a brochure to your sales staff to support you, for example at a trade fair or at a point of sale, it will probably be displayed next to the exhibits. If a trade fair visitor is interested in your products, they may first want to gather information without obligation and take the brochure home with them – ideally to take it home with them. roughly speaking, be structured like a written sales pitch. If you're thinking that personal contact with a sales representative is much more important at a trade fair than a brochure to support sales, then I agree with you. Nevertheless, you should be prepared for all occasions and for all customer types. Some people enjoy receiving advice in person, others may just want to "look around" and feel disturbed by a conversation. In both cases, the brochure is very helpful because, at the end of a consultation, the brochure with all the detailed information can be handed out again, as a summary, so to speak. In other cases, the brochure acts as an unobtrusive ambassador for advice, allowing the interested party to decide on the product of their own accord.
2. What should be included in a sales brochure?
For the brochure to function like a sales pitch, the product (or service) must first be presented in detail, including all of its benefits, ideally supported by compelling photos. A sales brochure is essentially a hybrid of a product brochure and an image brochure. Technical information should be included. Clear presentation is particularly important for products that require explanation. Complex issues can be presented using simplified graphics, allowing sales staff to explain the product in a straightforward manner. Graphics that describe processes or functions can then be used as a conversation guide during sales or consultation meetings. Furthermore, buying options or product packages should, of course, be listed. I would advise against including prices in the brochure, as brochures are often used for multiple purposes and prices may vary depending on the customer. You can include price lists as inserts, for example, or you can use a QR code to link to your website, where you can keep the price list constantly updated. Contact information is also very important. In addition to the email address, website, or phone number, include a QR code so that the potential customer can contact your sales department as easily as possible. The barrier to contact should be kept as low as possible. You can also include a separate page for the company section—a brief summary and information about your company. This builds trust because the reader knows who they're dealing with.
3. Use the brochure as an effective sales support!
It's best to encourage the reader to take a specific action (call to action) so that the brochure actually supports sales. This could be a voucher code that can be redeemed, a request for a sample or a sample product. Or you could offer a free consultation or analysis, depending on the possibilities for your product or service.
4. Creating added value in a brochure
If you offer additional content in the brochure that encourages people to keep it and not immediately throw it in the trash, you'll gain more attention. You can create such added value by adding a case study, a checklist, or even a detailed glossary to the brochure, for example, so that the customer will pick it up again later and remember your service or product.
5. What should such a sales brochure look like?
Incorporate your corporate identity elements into the brochure to immediately identify the sender and to identify your company and, therefore, your product through the logo or company slogan. Use the brochure as a showcase for your products within your corporate design.
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