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Package Deal

Pop Quiz

What's your marketing style quotient? Circle one answer per question.

1. Does the logo on your stationery and cards look exactly the same as the logo on your company brochure, sell sheets and all other materials?
A. Yes
B. No
C. NA

2. Does your logo function equally well in black and white and color?
A. Yes
B. No
C. Unsure

3. Is the typestyle used in your materials consistent:
A. On most printed pieces
B. On all printed pieces
C. It varies from piece to piece.

4. Does the thickness of the paper used on your company brochure, fliers, and/or sell sheets feel:
A. Flimsy
B. About average
C. Thick and heavy

5. Do your materials include photography, illustrations or both?
A. Photography
B. Illustrations
C. Both

6. Where solid colors are used, the colors were chosen because:
A. They reflect the nature of the company.
B. They appeal to prospects.
C. They're your favorites.

7. Do your company's proposal or presentation tools meet or beat those of the competition:
A. All the time
B. Sometimes
C. NA

8. When meeting with a business prospect, who does most of the talking?
A. You
B. The prospect
C. It's about 50/50

9. When meeting with prospects who offer challenging objections, how often can you suggest customized solutions to meet their needs?
A. Most of the time
B. All the time
C. Sometimes

10. When it comes to follow-through, you make follow-up calls and send literature:
A. When you have time
B. On exactly the date specified
C. Within a few days of when promised

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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