Got Leave-Behinds? Here Are Three “Must Haves”

 

When you conclude any important sales meeting, you want to leave more than a good impression. You want to leave behind materials that will continue to sell your company and your products long after you’re gone. Let’s look at three great leave-behinds to leave behind.

1. Sales brochures

Brochures are vital leave-behinds because they continue to tell your story long after the meeting is over. Of course, your competitors are trying to win your prospects’ business, too, so not just any brochure will do. Here are three ways you can make a statement that you should be their top choice:

·       Eye-popping graphics, intriguing finishes, and luxurious coatings. In terms of quality, ensure that your brochure is head and shoulders above everyone else’s.

·       High-quality paper. People tend to associate heavier stocks with higher-quality products and services. Try an excellent 100# stock for your brochure rather than the standard 80# stock.

·       Customize for that client. Take advantage of the short-run capabilities of digital production to craft something that speaks specifically to your prospect’s market vertical and individual needs. Nothing says, “Your company matters!” more than a brochure explicitly created for that prospect, for that meeting, on that day.

2. Printed case studies

Studies on human psychology show that people are influenced by peer behavior. If you can show that your product is being used successfully by your prospect’s competitors, this has a highly motivating effect. This is particularly true if your product is new and innovative. Case studies reduce anxiety and allow purchasers to try new things while feeling secure that they aren’t embarking on something risky or untested.

3. Samples, if available

Bringing samples that you can leave behind extends value to the prospect and helps to build trust. If there are other decision-makers in the process, it gives your prospect something to share with them. Even if there aren’t others in the decision-making process, samples are a great continuation of your sales message and create openings with others in the company who might also need your product.

High-quality leave-behinds continue to tell your story long after you leave the building. What message are you leaving?

Be Your Customer’s First Choice

When it comes to interactions, consumers hold power in their hands. They choose what content they want to see, when they want to see it, and what channels they want to engage with. That’s why successful companies do more than simply build their brands. They motivate their customers to choose them—to choose to engage. How do you get your audience to say yes to your messaging when they could so easily say no?

1. Be authentic. Consumers want their brands to be authentic, and they can sniff out inauthenticity a mile away. 86% of consumers say that authenticity is crucial when deciding what brands they like and support (Stackla). Be honest and transparent in your marketing. Use natural language. Be a brand your customers can relate to.

2. Be respectful. Your audience is bombarded with marketing messages 24 hours a day, so don’t be a pest. Respect their time and the boundaries they choose to set. This is one of the reasons people still love direct mail—it doesn’t intrude in their space, and they decide when and where to engage with it. It’s no wonder Gallup found that 41% of Americans look forward to receiving their mail every day. Make sure your marketing mix includes both digital and traditional mail.

3. Make things easy. Consumers’ lives are busy. They will respond to brands that know who they are and what they are most likely to buy. Ensure that the communications you send are relevant and that, when your customers make purchases, the process is as seamless as possible.

4. Get it right the first time. Research from The Advertising Research Foundation shows that shoppers tune out after receiving a few dozen messages from the same company. So even though people love direct mail, don’t bombard them with it. Be selective about what you send and when.

5. Go beyond demographics. In targeting your messaging, go beyond demographics. Look more deeply at what motivates, interests, and is of the most value to your audience. There are multiple ways to get at this information, so create a plan for getting what you need.

Consumers are savvier than ever, so you have to be savvier, too. Let us help you create a plan for getting filtered in!