You’ve finally decided that a sales kit to help you display and sell your products is a worthwhile investment. You want to get something that will show what you have to offer and set yourself apart from the competition. Now, what’s your budget for these sales kits?

Nope. Already you’ve asked the wrong question. Your focus shouldn’t be on your budget, but on how to create sales tools that are as effective as possible.

The Wrong Question

“What’s your budget?” sounds like a legitimate question on the surface. After all, before you jump into a project like this, you need to know how much money you can afford to spend, don’t you? To some degree. But at the same time, you have to spend money to make money, and in the end, you get what you pay for.

If your chief concern is keeping things within budget, then the sales tools you design will be cost effective, but little else. You’ll end up having to make sacrifices to the design to keep costs down, and as a result, your sales kit will be of a lower quality than you want and won’t stand out at all from your competitors. As a result, it won’t be effective in driving sales, which means that all that money you saved has actually been wasted. In your quest to keep within budget, you’ve invested in a product that doesn’t work.

The Right Questions

If “What’s your budget?” is the wrong question, then what’s the right question? There are several to bear in mind:

  1. What results do we need? What are you looking for your sales tools to do? To increase your sales, obviously, but how? What effect do you want them to have on your potential customers? Have specific goals in mind, rather than simply thinking that sales tools will automatically help your company. Having a clear idea of what you want to do will help you as you move on to the next question.
  2. What do we need to achieve those results? Effective sales tools must be high quality. They must stand out from the competition, and they must demonstrate why your products are the best available. That being the case, they can get a bit more costly. Bear that in mind and don’t let it discourage you. Instead ask…
  3. How can we make that happen? Effective sales tools may cost more, but they’re worth the price. The right sales tools can end up paying for themselves many times over in increased sales and revenue. So even though they’re more expensive, it’s important to find a way to make them a reality.

Having effective sales tools is all about finding the right focus. If you get caught up focusing on money, you’ll fail. But if you focus on what you want to achieve and how you’re going to get there, you can create high quality sales tools that help you get there. And that’s a bargain no matter what your budget is.

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