If you missed the last episode, we’re talking about CYMK+—the art and science of adding enhancement to print work to create higher-value, touchable, intriguing projects that help your clients communicate, inform, and sell. Selling enhanced print requires knowing your customers and what you might be able to sell to them as well as your in-house and outsourced capabilities. In the last segment, there were three questions to ask before you get started. With those answers in hand, the next step is to build a sales kit that helps the sales team sell what you can produce.

Your sales kit should contain a Talking Points Memo for your sales team. Notice that I didn’t say PowerPoint deck. You might choose to build a slide deck, but you will still want the Memo. Here’s why: sales is a relationship between your sales team member and the customer. Salespeople represent you to the customer and that is often based on years of building trust. When the sales team member brings an idea to a client, they usually listen, so the goal is to bring them the best ideas in a manner that makes the decision to try something new as easy as possible. That is hard to do with a PowerPoint deck.

Your Memo is designed to give your sales team key phrases and hooks that pair with a set of print samples to build a story that links the client’s current products to an enhanced future. Your Memo will need to reflect your particular capabilities, but here is a starter guide: