Jeff McRitchie

Putting Together a Great Promo Kit For Your Dealers

Your dealers' ability to sell your product begins with you. Here are few tips on how to make a high-quality promotion kit to make your dealers' job a little easier.

1.Cover Letter. You will need to introduce your business and services somehow, and creating a succinct and well-written cover letter is the first thing you will want to pay attention to. If the thought of writing this yourself makes you nervous, don't sweat it. There are many professional copywriters out there who have done this kind of thing numerous times and can have a project like this done in a day or so. If you decide to tackle it yourself, just keep in mind that you will want to keep the industry jargon to a minimum, instead focusing on describing what your product or service intends to provide for your customers. Focus on uniqueness, and hitting the points that you think will attract your intended niche.

2.Price List. Make it easy for your dealers to make it easy for their customers to buy. There are many ways your price list can be presented, but to exert some control over the process, one thing to keep in mind is that you'll want to keep it as clean, clear, and permanent-looking as possible, without a lot of scratched-out numbers, changes, and notes. So send out new lists to your dealers as soon as they are available.

3.Selling Guide. Give your affiliates as much information as you can. Whatever has worked for you in the past as selling points, put them on paper, put them together in a nicely bound booklet, and let your sales force use these same items to increase their sales. Things you will want to include are:

• Product features and (especially) benefits.
• Tips on exactly what to say when selling and advertising your product.
• Competitive cross reference charts: These help your sales force see in black and white why your product is superior, and make great hand-outs for them to give to customers as well.

4. Informational CD's and DVD's can be a big help these days, and are relatively cheap to manufacture as well. Some things you might want to include on these discs are:

• High resolution images of your product and company logo.
• Product specs such as features and benefits, model and item numbers, usage directions, list price and discounts, and the same or similar copy as you might have in your catalog or website.
• Promotions such as Q2 and Q3 customer offers and such things as gift cards, as well as any dealer spiffs for specific items or sales goals.
• Editable Flyers in a commonly used program such as Indesign or Pagemaker.
• Accessory images of your product in use.
• Extra Copy, such as a selection guide so that you dealer can help his or her customers find the right product for their needs; and educational guides for any of your products that may need an extra bit of explanation.
• Editable Ads, such as any that have appeared in print, or that your dealer may want to print locally in the future. Again, try and use a publishing program that your dealers are likely to have, or can get relatively inexpensively.

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