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Table of Contents

Lead Story

The worldwide fraud web exposed

News

Industry Update

Acquirers await final draft of IRS rules

First Data shuffles it up at the top

Retailers push for interchange reform - again

Features

GS Advisory Board:
Positive economic signs and actions - Part 2

Selling Prepaid

Prepaid in brief

GPR cards to bridge 'plastic gap'

The 'fun money' company

Education

Street SmartsSM:
Let's interact and be inspired

Ken Musante

Creating sales with good collateral

Peggy Bekavac Olson
Strategic Marketing

Grow your business by branching out

Jeffrey Shavitz
Charge Card Systems Inc.

Digging into PCI - Part 10:
Track and monitor all access to network resources and cardholder da

Tim Cranny
Panoptic Security Inc.

Say less, sign more

Jeff Fortney
Clearent LLC

Company Profile

Elite Merchant Solutions

New Products

Automated, but not ignored, billing

Slim CD Enterprise
Slim CD Inc.

Beyond your basic value-add

National Benefit Programs
National Benefit Programs Inc.

Inspiration

Plan today for results tomorrow

Departments

10 Years ago in
The Green Sheet

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

April 12, 2010  •  Issue 10:04:01

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Creating sales with good collateral

By Peggy Bekavac Olson

A primary barrier between a company and potential prospects is lack of knowledge about what the company has to offer. Marketing, which combines written content and visual media to disseminate information about your company's products and services, creates awareness, preference and a call to action from prospective customers.

Good marketing conveys information in a way that prospects understand; it compels them to take action to engage with you. A company's success depends in part upon how well it communicates this information.

Although there are many ways to generate sales, the purpose of marketing collateral is to support sales efforts when a prospective buyer has been identified and some form of contact has been made. By educating and building credibility, marketing collateral prepares prospects for the sale of your products and services, which makes the sales process easier and more effective.

Types of collateral

The most common types of marketing collateral are sales brochures, product data sheets, fact sheets, mailers, posters, signs, sales presentations, sales scripts, demonstrations and white papers.

Frequently, marketing collateral serves as prospects' only touch-point until in-person sales calls are made. Used effectively in lead generation and promotional campaigns, collateral can generate interest and inquiries, while creating a good company impression. Collateral also serves an important role as a sales call leave-behind to help reinforce key points made in the sales pitch.

Prospects expect professional-quality sales materials to validate that your company means business and has the products and services they're interested in purchasing. Therefore, good marketing collateral is frequently acknowledged by sales teams as something they desperately need and want; however, it is often ineffective, or even worse, nonexistent.

With this in mind, take a critical look at your marketing collateral to assess its usefulness. Following are several good questions to ask:

Depending on how you answered these questions, a collateral update or redo may be in order.

Eight tips for effective collateral

Following are ways in which businesses can increase marketing collateral effectiveness.

Useful collateral

Marketing collateral gets prospects ready for the sale by providing education and validation. It advances the sales processes. How well you prepare and utilize marketing collateral is key to the sales process and, ultimately, your business success.

Remember, marketing collateral is a window into your company - its people, policies, culture, business, capabilities and benefits. Make sure it's up-to-date, accurate and professional so that you can put it to work to help propel your business forward and upward.

Peggy Bekavac Olson recently founded Strategic Marketing, a full-service marketing and communications firm specializing in financial services and electronic payments companies, after serving as Vice President of Marketing and Communications for TSYS Acquiring Solutions for more than five years. She can be reached at 480-706-0816 or peggyolson@smktg.com. Information about Strategic Marketing can be found at www.smktg.com.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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