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The Webster Insurance Agency was created by several professionals who decided to become high end providers of the best possible insurance and mutual fund advice to high end customers. Their biggest concern was that many of their employees were not terribly experienced. They were sociable and good at making contacts, but they weren't necessarily experienced enough to go about their sales effort in a highly disciplined way. The managers decided to call on someone they knew who might be in a position to advise them: a salesman at a full service printing company which happened to be located a block from their new location. They ran into him by chance, and they invited him over to see their new location. He looked at their plans and company organization and came to the conclusion that the best way for them to move forward would be by creating a sales presentation folder for each individual sales presentation. The idea was that as each topic is covered, the forms and applications that pertain to that topic go into each customer's very own presentation folder. So the presentation folder starts out empty, and ends up full as each topic is covered. And when it's done, it's tailor made for that customer. The presentation folder for that customer will be quite different from the one for the next. Each customer who works with a salesperson will walk away from the meeting and each will have something bought or discussed different. The presentation folder will reflect that fact. This approach makes a great deal of sense, simply because each person's needs are different. Inside the presentation folder are other documents which help to reveal the brand: There are brochures which detail the individual products and services. Or this information could be in booklet form; There is a sales policy brochure. There could be a booklet which details the history and organization of the company as well as its complete line of products; There are no-fold brochures or perhaps flyers which detail financing terms, or customer return policies, or pricing schemes; There are company cards wedged into small cuts in the cardboard of the presentation folder; There could be a folded-up poster which can be taken home and put on a wall as a way of advertising the company to friends and family. All of these imagined printed materials are useful in that they tell potential customers who you are, what you do, how you operate, and how you want to be perceived. These materials help to keep the conversation on track and ensure that the salespeople will go over everything necessary to make sure that they have a complete picture of the customer's needs. The presentation folders served the purpose of keeping inexperienced people organized. It's a good approach for organizations which are trying to grow quickly and develop a relatively inexperienced work force. The author, who is associated with Conquest Graphics, is a nationally recognized expert on all aspects of printing, print marketing, the internet and social media. Contact Conquest Graphics for a discussion about how presentation folders can help you with your sales efforts.
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