Let’s not discount the power of websites and email, but even with today’s technology, business is still done by people. In a business-to-business environment, the relationships you have with your customers are based on human interactions that are preferably face-to-face.
Although the web has reduced the need to print everything in a marketer’s arsenal, it is not a total replacement for tangible sales materials. The rise of digital printers makes print much more cost-effective than it was just a few years ago. The printed components of your sales toolkit add legitimacy to your product or service. The qualities of your print pieces will help your customers determine the quality of your products or services based on the weight of the paper, the finish or gloss coating, and the impact of the imagery.
Another keen benefit of print is that it is tangible. Your website is your 24/7 salesperson and can be accessed from nearly anywhere in the world, but it can also be exited just as easily. In a printed form, your sales materials can take up residence on a desk and remain a constant reminder of your company and your brand.
The power of your website is that it is available 24/7/365. It does not take vacations, call off sick or sleep in on the weekends. It puts your information at your customers’ fingertips at the click of a mouse. Also keep in mind, though, that it puts your information in your competitors’ hands just as easily. If you’re your concerned about confidential company information, consider placing it in a password protected area of your website to keep those pesky competitors out.
The added benefit of the online option is that it can be quickly and easily updated. If you have certain sales or marketing materials that change frequently, it will be significantly more cost-effective to place it online. Changes can be made on your website and published within a few minutes. Printing this type of piece will not only create waste in the materials that you may have to throw out, but will create headaches as you try to make sure that employees and customers are using the right version.