Selling Today: Partnering to Create Value, 14/e

Photos, Illustrations, and Brochures

The old proverb “One picture is worth a thousand words” can be put into practical application by a creative salesperson. A great deal of valuable information can be given to the prospect with the aid of photos and illustrations. Chris Roberts, area manager for Downing Displays (www.downingretail.com), a manufacturer of trade show displays, says that the photo presentation book is the most important item he takes on a first sales call. He says, “Because what we sell is very visual, it’s important for the client to see the displays.”37

Many companies develop brochures that visually reinforce specific need/benefit areas. Brochures can be effective during the initial discussion of needs when the salesperson wants ...