With our world slowly returning to “normal”, it’s time to think about how your B2B can reach clients and gain their attention again. With most companies focusing on digital media, it’s easy to overlook the power of printed material.
For B2Bs, leaving a good impression is priority number one when meeting with potential clients. One of the most effective ways to make your potential client positively perceive your business is by helping them remember you. But how do you make sure potential clients think about your business long after initial interactions? Create leave-behind materials.
A leave-behind is something that you can share with your clients after a meeting, presentation or event. These types of materials influence the decision-making process of potential clients by giving them something tangible to refer to. If done right, these types of materials will help you stay top-of-mind with clients and lead to more sales.
A leave-behind is a great reminder of who your B2B is and what you have to offer. A good leave-behind may be something potential clients keep for years and use to come back to you at a later date.
Four Effective Leave Behinds for B2Bs
Brochures are ideal for B2Bs for many reasons. They can contain more information than a sales sheet, but they can still be read quickly and easily. A brochure also lets your customers know that you are a serious company with reliable credentials and dependable business practices. Additionally, for people who are on a tight schedule, a brochure can be read at any time. Remember that brochures should represent your brand and be visually appealing.
2. Sales Sheets
A Sales Sheet is collateral that contains more specific information about a product or service than a brochure. Sales sheets should be informative, professional-looking, correspond to your brand and catch the attention of potential customers.
3. Business Cards
Business cards are one of the most effective and affordable print collateral for B2Bs. A business card is a great way to create a relationship with potential customers because it gives them a one-on-one, in-person connection to your business. Websites and social media tend to be impersonal, whereas a business card creates that personal connection that potential clients want.
4. Promotional Items
Another option for your leave-behind are promotional items. These types of items are typically more costly but are great at catching a prospective customer’s eye. Some ideas include:
- Miniature replica of products
- Sample products
- USB drives with presentation decks already loaded onto them
- Travel mugs and water bottles
- Jackets, t-shirts and hats
The possibilities for promotional items are as endless as your imagination.
How To Make Your Leave behinds Stand Out
Have an engaging sales headline.
When it comes to leave-behinds, the first thing customers see is what will form the strongest impression with them. Therefore, you want a solid headline to anchor your piece. When crafting this headline, ask yourself: what you want customers to remember about your product or company? Keep headlines short, preferably around 10 words or less.
Embed your brand.
Your leave-behind should be designed to keep your B2B top-of-mind with potential customers. These customers could be meeting with several competitors and may have trouble remembering who’s who. Keeping your brand strong, visible and recognizable on every part of your leave behind will help ensure you stand out from the competition.
List key takeaways.
Most customers are not going to read every word of your leave-behind. They are going to scan it instead. To help combat this, make sure the most important takeaways are prominently presented. You can do this with standout bullet points. Make sure these points are concise and use data to prove the argument if you can.
Be concise and direct.
Your leave-behind is not the place to go on lengthy explanations about your processes. The content of your leave-behind should be concise and direct. Potential customers reading these want fast, easy-to-understand points, not long, dense paragraphs of information. Make your leave-behind scannable.
Include contact information.
Make sure all your leave-behinds have contact information. This includes names, email addresses and website information. Even if you leave a business card, these materials could get separated. This will ensure that your potential customers will always be able to get ahold of you.
Invest in high-quality materials.
If your brochures, sales sheets or business cards look like you printed them on your home printer, it’s going to leave the wrong impression. While it might cost more, using high-quality material is going to help you stand out with potential clients.
Whether you’re at a trade show or just wrapped up a meeting, make sure you have effective leave-behind materials. These collateral pieces influence the decision-making process of clients by giving them something tangible to refer to. If done right, these materials will help you stay top-of-mind with clients and lead to more sales.