Company brochures should create a clear message, quality image. "The biggest competitive and financial advantage over your competitors lies in your ability to market and their inability to do so," said marketing genius, Jay Abraham. "Whatever business you're in, you're a marketing company whether you like it or not." As a small business, you can't take these words lightly. Marketing and sales are the interface between dealer and the customer. Selling is measured in such areas as knowledge, competency and professionalism of the sales force, while marketing is measured in the quality and credibility associated with advertising, promotion, sales aids and technical literature. This article focuses on a marketing tool — the company brochure (some-times referred to as a capabilities brochure). This is an important marketing piece that too many dealers overlook. A brochure can concentrate on unique benefits that customers will value and will be willing to pay for. The objective of a company brochure is simple. It is used to communicate your capabilities in such a way that the general reader can quickly get the message of what your company is all about and whether or not your products/services would be of any benefit. Scale dealers are not strangers to the use of promotional literature. They know that printed salesmanship (brochures and sales promotion pieces from manufacturers they represent) is a necessary adjunct to personal salesmanship. What's ironic is that many dealers don't use printed sales-manship of their own. The company brochure is your image piece and should be created with all the quality you can afford. When your brochure is given to your prospect, you are presenting a first impression that will be a lasting one once he or she has your brochure.
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