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Why image is everything

The word connotes pulling things off with a certain flair. Having a unique air. But did you know your sales and marketing styles can have a big impact on the way your company is perceived--and ultimately on your bottom line?

At least six key components work together to create your company's overall marketing style. These include your logo; typestyles; paper stocks; visual images such as illustrations and photography; colors; and presentation tools or electronics. These marketing elements convey your company's style to prospects and customers each time they see your materials.

Equally important is your personal selling style, reflected in how you interact with prospects and customers. The way your marketing and sales styles combine can make the difference between strong sales for your new company and a slow start. How does your style add up? Take the quiz to find out. Then check out your score and read the tips on the following pages to help shape up the way you present your company to the world.

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Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.

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This article was originally published in the February 1999 print edition of Entrepreneur with the headline: Package Deal.

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