Example Brochure Form
There are three stages of buying cycle, the research stage, planning and purchasing stage.
If you get the customer in the research stage (the early stage) in the buying process, you can build a relationship based on trust with them and you have more chance of the individual making a sale with you, as you have established familiarity and trust with them.
As a business, you will be familiar with brochure downloads, that can be hugely beneficial to your business. When someone requests to download a brochure, they are registering an interest in your product or service and they want to know more about what you have to offer.
When potential customers request a brochure, they have to provide a name and email address – which can be information that you can utilise in the future to encourage a sale or generate a lead.
At this early stage in the buying cycle, asking someone to provide too much information can be off putting, as they are most likely not ready to provide personal details such as their phone number, a phone call can be unnecessary during the research stage. We only ask for the information that we need, as a phone number can be obtained later on.
However, it can be beneficial for your business to provide the option to have a hard-copy of a brochure to be sent out in the post to people. A day or so later, after the brochure has been delivered, an automated email can be sent out (utilising the information we have obtained during the request), asking them if they have any other questions, and if they need any help with anything else. The reply generates more business and sparks a relationship early on in the buying cycle.
Try it out, it can work for services and products, too. Think of ways to get people when they are researching to build a relationship, to encourage them to make a purchase.