Imagine this scenario: You’re looking at a sales kit from a company that’s recently been on your radar.
You flip through the kit, and within a couple of seconds, make a judgement about the business, its offerings, and its potential place in relation to your own business. Often, that place is the garbage can, because too many business undervalue the importance of investing in their sales kits.
If you think that people don’t read or notice sales kits, think again! True: no one will waste their time on a poorly designed kit. But if your kit creatively and professionally exhibits the services your business offers, it can be a powerfully engaging tool to connect with and inform potential clients.
How Sales Kits Work
Your sales kit is not a standard business brochure. Kits are composed of a variety of elements meant to enable sales and marketing teams with the ability to inform and engage interested parties. In a world of big data and e-marketing, many businesses underestimate the marketing value of a sales kit. What they are forgetting is that people see standard ads and email campaigns every day–but they don’t always interact with a custom package of specifically catered information. Kits can be used as a tools by employees to visually present statistics or goals to potential clients, while still being strong independent packages of information that serve as their own sales team (which essentially means, more final sales!).
Whether your sales kit is a pamphlet, package, a sales sheet, or a combination thereof, it needs to provide clear information and brand synergy in a visually appealing way. When it comes to quality, the sales kit is not the place to scrimp! Using high quality paper and packaging products shows the recipient that the business is serious about its products and customers.
Your kit should say: notice me, and take me as seriously as I take you.
Why Sales Kits Work
When done well, a sales kit becomes a useful visual aid and flexible tool for enticing clients. A kit is also easy to update and change, making it always current and relevant.
It can also provide a unique and tangible platform for recipient customization. A sales kit can feel like a personal communication gift from the business to the receiver, making the customer feel noticed and connected (which is something blanket marketing strategies are unable to do!). Not to mention, sales kits place all of your business information, literally, in the hands of a potential client.
An effective sales kit should include most of the following:
- Presentation Packaging: This is your equivalent to the appealing red ribbon, the scented envelope, the icing on the cake. It is your chance to visually hook recipients with a professionally designed and well-branded portfolio. Creativity is welcome in presentation packaging, but a 9×12 pocket folder has long been standard and is sufficient if well done, like this example from Envision-Creative. Other options include small box packaging, like Sprint’s B2B kit, flip books, or fold out designs.
- Cover Letter: Provide the recipient with a note of recognition, addressing why they are receiving your kit, why they should be interested in it, and why you value them.
- Sales Pitch: Think of this like a business CV but customizable. Create a short summary of what your business is, your values, and your history. Essentially, your tone should be enthusiastically informative.
- List of Offered Services: In a clear and simple way, explain exactly what it is you do, and why they are making the best choice in your company. What is your niche? Include a list of unique qualities. You’ve explained what you do. Now explain why they should want you, specifically, to do it.
- Case Studies: Legitimacy isn’t created in a bubble. Provide reviews, awards, and affiliate ties that create credibility and trust.
- Process Explanation and a Call to Action: Finish with a strong and clear order of operations. Tell them how to go about engaging your business, what they can expect, and that now is the time to get in touch! Make communicating with you as easy as possible.
Following these guidelines and taking your sales kit seriously are the next steps to fully exploring your businesses potential in a media saturated market.