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No two sales calls are alike. No two customers have the same needs.

Not only do your sales reps need to be nimble with the right information at the right time, they have to connect in an ever-increasing “noisy” space with dwindling attention spans. That 70-slide presentation deck just isn’t going to cut it anymore. Reps need innovative, engaging tools to drive conversions and quickly get to the heart of what matters for each customer. Enter interactive brochures. These dynamic, digital tools are transforming the way businesses showcase their products and services, offering a more engaging and memorable experience for potential customers.

What are interactive brochures?

Interactive brochures, also known as HTML5 apps or single-page applications, are digital sales tools that go beyond static content. They allow customers to interact with your products, services, and expertise in a way that traditional materials simply can’t match. Put these tools where your reps can use them most, from your website to embedded in a sales enablement platform or even working as standalone apps. Best of all – these work offline, your reps will never be left searching for a wifi signal mid-meeting. They’re always good to go.

If you can imagine it. It can probably come to life in an interactive brochure. Here are just a few features they can include:

  • Persona-based selling
  • 3D product spinners
  • Technology explainers
  • Interactive diagrams
  • ROI calculators
  • Just-in-time training
  • Gamified elements
  • Embedded videos
  • Dynamic pop-ups

Persona-based selling

Interactive brochures can cater to multiple buyer personas, allowing for a more targeted and effective sales approach. By incorporating persona-based elements, these digital tools can automatically adjust their content, language, and focus to match the specific needs, pain points, and interests of various decision-makers within an organization.

For instance, when a CFO uses the brochure, it might emphasize ROI calculations and long-term cost benefits. For a CTO, the same brochure could highlight technical specifications and integration capabilities. And, a technician can view more information about how to integrate your product into their workflow.

Enhanced engagement

Sales calls take on a whole new life when captivating your audience happens in just a few clicks. Instead of passively flipping through pages or sitting through a linear presentation, potential clients can actively explore your offerings and dig into the content that is most relevant to them. This hands-on approach taps into adult learning theory, making your message more memorable and impactful. Your customers have touched the information and set their own journey to explore your approved messaging

Flexible throughout the buyer’s journey

Interactive brochures are versatile tools that can be effectively used at various stages of the buyer’s journey:

Early stage

Use 3D product spinners, technology explainers or case studies to introduce your offerings and spark interest.

Late stage

Utilize detailed product comparisons or configuration tools to facilitate decision-making.

Middle stage

Employ ROI calculators to demonstrate value and overcome objections.

Post-sale

Implement interactive user guides or best practice showcases to support customer success and encourage loyalty.

Personalized experience

Unlike one-size-fits-all presentations, interactive brochures allow for non-linear conversations. Sales representatives can quickly navigate to the most relevant information based on a client’s specific interests or questions, creating a tailored experience that resonates with each prospect.

Data collection and insights

If only you knew what content your customers were clicking on and spending more time with. Now you can. Interactive brochures can capture valuable user interaction data. This can provide insights into which features or products are generating the most interest, and help sales and marketing teams refine their strategies and messaging.

Seamless integration with sales enablement platforms

Interactive brochures can be easily integrated with popular sales enablement platforms like Showpad and others. These types of apps can also be embedded right on your website. This integration allows for:

Easy distribution to sales teams
Detailed usage analytics
Offline functionality for on-the-go presentations
Flexibility to update content any time

Continuous improvement

The digital nature of interactive brochures allows for easy updates and iterations. Based on user feedback and analytics, you can continually refine and improve your sales tools to maximize their effectiveness. No need to waste money on printing costs.

Dynamically dig deeper

Interactive brochures excel at presenting information in layers, allowing users to dive deeper into topics that interest them without overwhelming them with details upfront. This feature enables sales representatives to keep their initial presentation concise while still having all the necessary information at their fingertips.

For example, a main product feature might be presented with a brief description and an icon or button that, when clicked, reveals more detailed specifications, case studies, or comparative data. This approach allows for a cleaner, more engaging primary interface while still providing comprehensive information for those who want it.

Taking this idea to the next level–every page of your interactive brochure can offer extra marketing assets (or none at all!) to share with your client. For instance, on a ‘how your product works’ page, you can link to case study videos that showcase how others have successfully used your product. On a ‘software support’ page, a PDF can detail the various support levels your company offers.

Real-world applications

Let’s explore some practical applications of interactive brochures in B2B sales.

Product Demonstrations

A 3D product spinner allows clients to explore complex machinery or otherwise unviewable features from all angles, zooming in on details or components.

Competitive Comparisons

An interactive table or chart can dynamically highlight your product’s advantages over competitors based on the features most important to each prospect

Product Selector Tools:

For businesses offering configurable products, an interactive brochure can allow clients to build and visualize their ideal solution in real-time. Or, use a series of questions to offer up the right product from your portfolio.

Value Proposition

An interactive ROI calculator helps prospects understand the tangible benefits of your solution, inputting their own data for personalized results.

Technology Demo

For companies selling complex software or services, an interactive diagram can break down intricate processes into easily digestible steps. This allows the customer to understand how your product works, building trust in your solution.

Integrated learning and presentation

Interactive brochures offer a powerful dual functionality, serving not only as client presentation tools but also as comprehensive eLearning tools. This feature transforms these digital assets into invaluable resources for on-the-go training and support for sales representatives. By having this information readily available within the presentation tool, reps can quickly refresh their knowledge–the training and presentation is like muscle memory by using the same tool to train and present.

One of the most valuable features for sales teams is the inclusion of contextual talk tracks. These suggested scripts or talking points correspond to specific sections of the brochure, providing guidance on explaining complex features, addressing common objections, and highlighting key value propositions. Our team is skilled at writing this messaging, and getting this messaging approved by your regulatory process.

Benefits of Combined Training and Presentation Tools

Accelerated onboarding

New reps learn about products and presentation strategies while actively using the tools in the field.

Continuous learning

Easy access to the latest product information and sales strategies benefits even experienced reps.

Consistent messaging

Standardized talk tracks ensure brand messages and key selling points are communicated uniformly across all customer interactions.

Top 5 tips for successful interactive brochures

Integrating interactive brochures into your sales process takes planning and collaboration.

1. Identify pain points

Analyze your current sales process to determine where interactive elements could have the most impact. We can help brainstorm the solution – just tell us the problem you want help with.

2. Start small

Begin with one or two key interactive features and expand based on success and feedback. We find working in phases and building onto an app is more efficient than building the Taj Mahal right from the start.

3. Train your team

Ensure your sales representatives are comfortable using and leveraging these new tools effectively. We call this ‘Cultivation.’ It is not enough to plant the seed with new tools, you also have to fertilize and water the plants, as with an app. Providing training on WHY the tools help is even more important than showing them how to use them. We help with all aspects of this cultivation (i.e., training!)

4. Gather feedback

Regularly collect input from both your sales team and clients to continually refine your interactive brochures. We can lead this analysis, and look for ways to improve your close rate.

5. Maximize usage

Find new ways to use the sales tool. For instance, can a robust sales tool have a section extracted and placed on your website? Put a new front page on the app so it can be used at a trade show. Show the 3D spinner on social media, put the product selector on your blog.

Meet the Future of B2B Sales

As digital transformation continues to reshape B2B sales, interactive brochures will become an essential tool in every sales representative’s arsenal. By providing an engaging, personalized, and data-driven approach to product presentation, these dynamic tools are helping businesses stand out in crowded markets and connect more effectively with modern buyers.

In an era where buyer attention is at a premium, interactive brochures offer a compelling way to showcase your products, demonstrate value, and ultimately drive more successful sales conversations. As you look to elevate your sales enablement strategy, consider how interactive brochures can transform your approach and give your team the edge in today’s competitive B2B landscape. Connect with our experienced team to see how we can help your sales reps be successful.

Ready to power up your sales process?

Submit this form to schedule a consultation, or contact Don Poe directly at 303-449-6086.