Brochures, flyers, catalogs: They're all part of the weak salesperson's selling arsenal, at least in the face-to-face (F2F) selling realm. While these pieces can be helpful in marketing a business or a product, they are rarely much help to a salesperson in selling a product or service.
The most effective tool a salesperson has in his selling arsenal is the salesperson.
A human being has the capacity to be infinitely more engaging with another human being than does a piece of paper, and an engaged prospect or shopper has a higher likelihood of becoming a customer than a non-engaged prospect or shopper. A brochure cannot ask questions. A catalog cannot leverage subtleties of personal communication preferences to have a greater impact. A flyer cannot keep an individual's interest like a human being can. A leaflet cannot become a trusted advisor.
RESISTthe temptation to hand out a brochure...
> when a prospect asks you a question;
> when a shopper asks if you have one;
> when a browser asks if you have any information;
> when you're presenting your product or service to your customer;
> when you are handling an objection;
> when you habitually reach for one;
> when you don't know what else to do.
INSTEAD, do this:
> ask a question;
> then ask another one;
> listen;
> show the actual product;
> tell a story;
> paint word-pictures;
> take out a pad of paper and take notes;
> present;
> explain;
> smile;
> invite the prospect to touch your product;
> clarify the issue;
> review;
> ask for the sale;
DON'T BE A DISPENSER OF FLYERS. ENGAGE INSTEAD!
Skip Anderson's Selling To Consumers Blog