We give you some tips so that your catalogs and rates capture the attention of your customers and translate into better commercial results …
One of the elements that are part of the marketing strategy of a brand, and that helps its correct positioning, is the catalog of products or services.
We have all seen countless catalogs of products and services, but the vast majority of them only remain in our memory for a limited time, disappearing without a trace within minutes of having seen them. This occurs because companies do not know how to take advantage of this sales tool.
We give you some tips so that your catalogs and rates capture the attention of your customers and translate into better business results.
Don’t lose sight of your goal
Although it is quite obvious, many companies lose focus on the added value that their products or services offer, and become entangled in detailed and fruitless explanations of them.
Remember, in times when the user’s attention is less and less, extensive product descriptions will end up driving them away. Therefore, if you can explain in a few brief lines what you sell and what benefits you offer, your goal will be much closer.
As for technical or specific information, you can always have a special section for it, but this should not be part of the main product display.
Clarity and competitive prices
This precaution complements the previous point. When presenting your products or services, use pleasant and respectful language, but clear and direct. Detail each item and reserve a section of the catalog to publish a brief description of your company, including what differentiates it from the competition, as well as the values that you transmit to your customers through what you offer.
On the other hand, it is important that you follow a procedure to fully and realistically determine the price of a product or service based on the different types of production and distribution costs, taking into account the profit margin that you have proposed to receive.
Before defining the price of your products or services, you should also carry out a study of the prices of the competition to try to be in a similar range, but do not get carried away only by these data, since the prices that work for a company drown yours.
Remember that, to avoid having to print the catalog several times due to price changes, it is better to apply a high profit margin and work with discounts when closing business operations with customers.
Design, layout and distribution of the catalog
Having defined the product descriptions, the company and the prices, comes the most fun part and the one that will make your potential customers remember you: the catalog design. This must be the true reflection of your corporate image in terms of colors, images, photographs and explanatory texts, which is why every detail counts and must be carefully cared for.
Don’t try to do the design yourself if you are inexperienced. It is advisable to entrust the design and layout of your catalog to experienced professionals. A photographer and / or graphic designer will help you convey the right message, generate attraction and ensure that the document is practical and easy for your clients to consult.
Once the design is done, you just need to define how you are going to present the catalog to your current and potential clients. For this, the selection of the format is very important.
If your sales margins and budget allow it, you can print your product or service catalog on icing paper with a fine glossy or matte finish. If, on the other hand, your idea is to spend as little as possible on the presentation, you can send it by email in pdf or multimedia format, or even upload it to your website so that those interested can download it. Keep in mind that these files are easily lost and will not serve to remain in the client’s memory for long.