Page 221 - Visual Marketing
P. 221
Why It Works placement that is guaranteed to get raise our rates because the value of
you noticed.” what we offered was undervalued,”
Adam Mietlowski, designer at says Cabral.
Adcorp, knew he could create The pitch book uses large images
an effective sales kit based on and devotes seven spreads to the Success Metrics
the expertise of Adcorp’s found- key messaging that sets the stage
ers. Cabral and Peter Broccole, for the sale. Mietlowski’s design • Sales have increased 146 percent
chief executive officer, had makes the sales pitch more immedi- with the pitch book.
started the company five years ate and provides a great scaffolding
prior in Broccole’s living room in of step-by-step sales messaging that • Adcorp has doubled its sales force
Westchester County, New York. works well with newer salespeople and now has a sales staff of 20.
You might say they could sell ice and enhances the presentation of The pitch book has streamlined
cubes to the Eskimos, but there is more seasoned sales reps. the training process, increased
more than just a salesman’s charm sales, and helped with retention.
involved. Over the years, Broccole
and Cabral developed a strong • Adcorp now serves more than
marketing technique for selling local 1,000 supermarkets in 10 states,
advertising in supermarkets. Adcorp including major players like A&P,
installs kiosks and displays in heavy- Waldbaum’s, ShopRite, and Big Y.
traffic areas at supermarkets and
puts the ads and aisle directories on Cabral says that when clients see Takeaway Tip
shopping carts that help customers the great design and graphics in
locate common items through-
out the store. They call it, “Ad the pitch book, they know they are Being a good salesperson is one thing; training
going to get the same caliber of others to sell your products and services is quite
design and service with their ads. another. By establishing a play-by-play pitch
And it’s not just about looking book that uses effective visuals to tell the story,
pretty; the pitch book has helped you may create a sales force tool that standard-
the sales staff put a better value izes your sales pitch and increases revenue.
on their offering. “We were able to
PO WER TO THE PR I N T I TE M ! 200
