Brochures Don't Sell. People Sell.

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!