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Send Sales Flyers to Employees Too!

The other day I got a sales flyer by email from a specialty music company, one I often order from. The flyer featured amplifiers, and I happened to want to buy one for a gift. So I read the flyer and called the company within an hour to place an order. I acted quickly because the sales copy said supplies of certain amplifiers were limited.

I told the friendly telephone sales rep I had just received the "all electronic" sales flyer that featured amplifiers, and I wanted his advice on the best amplifier for my needs. He said he had not received the flyer, so he did not know which amplifiers I was referring to. However, he could locate the products if I gave him their names and product numbers.

I was disappointed. I expected the sales rep to be familiar with the flyer I had received and to be able to talk with me about the products on its pages. When I realized he had not seen the flyer, I silently doubted that he could help me, and I worried that he would not have correct information about the sales prices.

The sales rep saved the situation. He asked me which amplifiers had caught my attention and what I wanted an amplifier for. Then he talked intelligently about which products were more amplifier than I needed and which seemed suited to my needs. I placed an order and felt confident about the choice I had made and the price I was paying.

Retail companies go through so many steps in the sales process. They choose products to feature, set sales prices, check inventories, design flyers, write persuasive ad copy, proof the ad copy, and email sales flyers to their customers. With all those steps, it is a shame when the sales process fails because telephone sales reps are not prepared for customers.

Does your company go through an extensive process to sell products or attract clients? Is it possible that the process is weakened by a lack of preparedness for customers and clients when they call, email, order online, or stop by?

Communicate. Do whatever it takes–in writing, training, and other ways–to prepare employees for customers and clients. Send sales flyers to employees too!

What is your view? Have you been disappointed as a potential customer? Does your company do things right?

Syntax Training

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By Lynn Gaertner-Johnston

Lynn Gaertner-Johnston has helped thousands of employees and managers improve their business writing skills and confidence through her company, Syntax Training. In her corporate training career of more than 20 years, she has worked with executives, engineers, scientists, sales staff, and many other professionals, helping them get their messages across with clarity and tact.

A gifted teacher, Lynn has led writing classes at more than 100 companies and organizations such as MasterCard, Microsoft, Boeing, Nintendo, REI, AARP, Ledcor, and Kaiser Permanente. Near her home in Seattle, Washington, she has taught managerial communications in the MBA programs of the University of Washington and UW Bothell. She has created a communications course, Business Writing That Builds Relationships, and provides the curriculum at no cost to college instructors.

A recognized expert in business writing etiquette, Lynn has been quoted in "The Wall Street Journal," "The Atlantic," "Vanity Fair," and other media.

Lynn sharpened her business writing skills at the University of Notre Dame, where she earned a master's degree in communication, and at Bradley University, with a bachelor's degree in English.

2 comments on “Send Sales Flyers to Employees Too!”

  • Lynn
    Thank you for sharing the details of what goes on in a good customer’s mind when talking to a sales rep.

    It really is a big leap of faith. I bet most business people would like to know how to reward the faith their customers place in them.

    Your insights are really helpful to business owners like me who really want to close the gap between what customers worry about and what I know about their worries on the other end of the call.

  • Joanne, very interesting! As someone who knows your business well, I can say that you work hard and very creatively to identify and meet your customers’ needs.

    Thanks for stopping by and commenting.


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