How to get the most from sales literature

NE of the greatest missed opportunities in selling is the unused printed matter a company puts out to help its salesmen.

Sadly enough, some salesmen don't use it all.

Others seem to have little idea about how to use sales literature to their greatest advantage. These are the ones who say, "I have a picture of that application-in this circular." Then, after checking every page, they find there is no sueh picture after all. How must a buyer feel about a salesman like that?

TVhat are some of the things a salesman should do to turn his printed matter into a real selling partner?

A salesman told his prospect, "This is our model PT." The prospect says, "[ thought the PT had a push-button control." The salesman looks more closely. 'ooh, that's right," he says, "there's no picture of the PT in that circular. This is our cheap line." An. other salesman told a prospect that he did not have with him an item of information that the prospect wanted. After he left, the potential customer found the information right in the very booklet he had been given. Now, why should these prospects feel that fellows like these are competent to advise them?

Your sales literature was planned to help you sell your prospeets-not prospects in,general, but each one in particular. Here is a four-step plan for using any pieee of literature: r First, build an introduction to the printed piece, however brief. o Second, tell about the idea in general. r Third, tell specifically how the idea applies to this prospect. r Fourth, ask for the action you want.

Reprinted lrom THE WELDING DISTRIBaTOR. Coyyright 1972, I efferson Publications, Ine.

The Introduction

You need a few words to introduce the piece or to explain why you have the circular. In most cases, the salesman says: *f d, l*e to show you this circular." But why start with what you want? Is that selling? Why not put some sell into the sentence? Try-

"You'll be interested in this idea ...ttor

"This idea can save your company money.t'

Story a| a Glonce

Hgw you con gef the mqximum punch out of soles literolure step-by-slep methods to use il to clinch the sole specific things to sqy to the prospect to get him lo reqd ihe brochure.

You might use a sentence that brings in some testimony.

"This circular shows how other companies are using our machine to speed up production." Or, "This shows what four companies now using our service say about it."

Then you explain that by using the circular you are saving the man's time. For instance, "I'm using this booklet because it will help me explain the idea in half the time." He'll appreciate your respect for his time.

Another approach tells the better explanation you can give with it. A salesman asks permission to set up an easel presentation on a prospect's desk. He sayso "IVith it I can do a better, quicker job of explaining."

That's the first step-the introduction. Salesmen ask, "Why should I do it the same way every time?" Answer: why not? If you get an approach sentence that works, why not ride a winning horse? Get a tested approach sentence; it will set you off on the right foot.

Idea In Generat

You've started, the buyer knows you have some sales literature, but what's it all about? The question calls for a fast explanation. You say, "It explains how you can cut your costs through automation." Thatts covering an idea in general. Of course, a big idea such as automation would need more explanation. You might not be able to cover it in the one sentence. But the sentence demonstrates what is meant by stating the idea in gener4l.

A man selling cartons might say, "It shows how you can get some extra advertising on your product at a mighty small cost." That's covering the idea in general.

The man selling a maintenance service might say, "It explains how our plan is difierent; it covers all machinery, even the elevators."

You state your general idea. The prospect knows what you are planning to talk about.

Get Specific

You now apply the idea to his in. dividual problems. You say, "Here's what the Ajax Co. did with welders such as you have in your yard." That's specific.

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