Your sales kit should be generating more sales for your organization.
It sounds like common sense, doesn’t it? Unfortunately, as the saying goes, common sense isn’t all that common. Too often, a sales kit becomes flooded with materials that aren’t doing the job. As organizations try to save money in marketing by making materials more general, sometimes they can lose relevance as well.
A sales kit should…
- Tell customers who your company is
How do you introduce yourself to someone you want to impress? Apply those same principles to your organization’s introduction. Take the time to write a customized letter to the recipient. Write it like you would write a cover letter for a job application (for more information on the how and why of doing this, see Business Know How).If you don’t have the time or resources to do that, create different versions of a document. Take something versatile, like company brochures, and provide targeted information for different industries. Incorporate branding through letterhead or by purchasing custom packaging for these materials.
- Tell customers what you do
What documents best convey not only your company’s successes and business, but also give a sense for *how* you do it? Give potential new clients an idea for what they can expect from you. Chances are they can find similar services and/or products elsewhere. But if they’re looking for premier customer service or another aspect which your organization can provide, highlight that in your sales kit.An ideal way to convey this is through a custom turned edge binder or a catalog binder. Using higher quality materials increases the chances of the recipient keeping and examining the materials. People are less likely to throw something away if they think it’s expensive.
- Show customers why they should care
This is the hook for customers. Presentation packaging for your sales kit can make the positive first impression you need to secure the sale. It can also leave a lasting impression as the client returns to the materials inside. It also helps convey a sense of the way in which you do business, as well as your company’s aesthetic and reinforce branding.Custom sales kit packaging can take various shapes and forms, but there are many ways to show your values. Committed to sustainability? Use recycled materials. Looking to make an impression from the first touch? Ask about our finishing options or enhanced options like magnetic closures.
Additional content ideas for sales kits
Sales sheets, catalogs, and brochures are all expected items in a sales kit. Consider incorporating more traditionally-oriented marketing collateral. Bark Creative has a great list of suggestions which includes things like:
- Recent press releases on your company
- News stories about recent awards or industry honors/mentions for your company
- Client testimonials
All of the above can add a kind of narrative to your sales kit. Adding presentation packaging that reflects branding and core values leaves a positive impression. If you are concerned about space or overwhelming the recipient, there’s always the option to save these types of content on a USB drive. The main advantages? Even more customization by using press releases or testimonials from clients in similar industries. And it will be easier to update on the fly!
What’s the most effective part of your sales kit?