Q. I hand out my promo pieces every week and they do a good job bringing in sales. But I’ve talked to some dealers that are getting a lot more business from their handouts than I am. I figure everyone sees the same basic deals. What could be the big difference? A. Everyone loves a...
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“When I introduced the Flyer Builder at the (Cornwell) Rally, I asked the dealers in the room to raise their hands if they still had products on their truck from their original inventory,” says Russell. There were dealers who had been in the business two years and dealers who had been in the business more than 20 years. “Every hand shot up.”
Using a custom flier like this, dealers can now move those items, says Russell.
Perhaps you’re not artistic or aren’t good with layout software. If your flag doesn’t offer an online application like Cornwell’s, consider working with a local copy shop or talented student to pull together a flier for you.
Use what’s already there
But don’t reinvent the wheel. The promotional literature from your flag or WD are often all you need to boost sales. Their team usually works very hard to pull together a good mix of products that covers the spectrum from body shop to general repair to performance shop. And manufacturer’s literature is usually developed to fully cover all a tool’s features and benefits.
To customize your fliers, maybe all you need to do is buy a roll of address labels with your name and phone number so that your customer’s remember who gave them a WD catalog or product brochure.
Whatever you choose to do, just be sure you use your literature to strike up a conversation with your customers.
Keep in mind that the number one reason your customers are buying from you is not your handouts -- it’s you.
Phil Sasso is president of Sasso Marketing Inc. (www.sassomarketing.com), a technical marketing agency specializing in tools and equipment. Subscribe to his free marketing tips at philsasso.com/blog.