Marketing Bisnis

Long after a sales call, your sales literature remains as a reminder of your products, prices and professionalism. Although you may not be able to afford expensive materials, you can still put together a powerful sales package. You know that your company's image is conveyed through everything from business cards to brochures and sales letters. The letterhead, slogans, placement of graphics and color, weave and weight of the paper all contribute to the impression customers have of your company.

All of your sales support materials should have a consistent theme. If you have a great logo, slap it on all your materials. The same goes for a catchy slogan or USP. If you can use the same color and weave of paper in sales letters and brochures, do so. Repetition keeps you in the forefront of the customer's mind.

Here are some suggestions for the most commonly used materials.

Business Cards:

Your business card is often the first thing a prospect sees after meeting you. All of your contact information should be included: your toll-free, office, cellular, and fax numbers, and e-mail address. Use the card to position yourself by announcing what business you're in and why you are in it. Include slogans or guarantees. If you want to list all your services or products or list some key benefits, use the back of the card or a fold-over card that can serve as a mini-brochure. Two-color business cards on a coated stock will impart a clean, professional image and allow you to coordinate with other materials.

Stationery:

Aim for a letterhead that reflects your business and your approach: muted tones are appropriate for a financial consultant but if you're a caterer, a hot red pepper gets the message across. Include a positioning statement or a list of products or services. To coordinate with your business card, use two-colors on matching color paper stock. For an expensive look, select a 25% cotton in a flat or textured finish. Use the same paper and ink for both note- and full-sized sheets and coordinating envelopes. You can also produce memo pads and post-it notes as a leave-behind gift. These should have your logo and main phone number.

Brochures:

The most effective brochures aren't always slick four-color jobs. A two page brochure, folded in half and stapled will give you eight sides for your message. If you are just starting out and your budget is really tight, consider pre-printed desktop publishing paper made for laser printers and copiers. Companies like Paper Access and Paper Direct sell perforated business cards, letterhead, rolodex cards, and brochures in a variety of colors and designs.

Before you make any decisions, examine the competition for what catches your eye and interest. If you are using photography or four-color materials, opt for a coated stock. If you use uncoated stock, select a paper which coordinates with the rest of your family of sales materials. Make sure that your paper is heavy enough to appear substantial and not bend easily.

Flyers:

Flyers are single sheets of paper printed on one or both sides. Use them to generate and follow up on leads. Follow the design of your brochure in creating these.

Rolodex Cards:

Like a business card, a rolodex card contains all your contact information and your company name and positioning statement. Unlike a business card, rolodex cards have a tab for the type of business. Center your phone number in a large print and list all your services, products and any essential information.

Price Lists:

Your price list should coordinate with your sales letter and brochure. You want your price list to look professional and convey the idea that your prices are set in stone. Of course they're not and if they change frequently, you can have your price sheet designed and typeset or desktop published in two- or four-color with all the information except the prices. Leave space for them and overprint your prices in black on the sheets as needed.

Sales Letters:

Sales letters are usually prepared on company letterhead and used to follow up or precede meetings with prospects. Your standard letter and variations should be on saved in your computer.

Remember that all of your forms can perform double-duty. Don't be afraid to use rolodex and business cards to transmit your positioning statement and contact information. A price list can contain your hours, guarantees, and warranties. Make sure that your family of sales materials can stand alone as well as work together to present a cohesive and confident representation of your business.