Nine Tips for Two-step Acquisitions

9. Try a mini-brochure. First, define “mini” as it fits your business, as well as the necessary payback. B-to-b catalogers often find themselves competing for more customers within the same organization. From end-user to specifier, purchasing agent to headquarters, gatekeeper to decision-maker, tapping each person on the shoulder with a catalog may not be economically feasible. Start by including a mini-brochure, for example, “How-to Tips” or “More Uses for the Widget” — and, of course, include a call to action. Your goal is to add more prospective customers, ask qualifying questions and ultimately convert the prospect to a buyer.