Does this scenario sound familiar … You receive a packet in the mail from what appears to be a company vying for your business. Inside you find a folder with a letter and some flyers with information about the company. Within 10 seconds, you decide there isn’t anything in the packet that catches your interest and you promptly deposit it into a stack of files never to be seen nor heard from again, or…the trash.

If you find you’re nodding in agreement, stop and ask yourself this very important question, “Does your sales kit sell or are prospects experiencing a similar scenario as above when they receive your information?” Unfortunately, some businesses choose not to invest in a quality sales kit because they believe “nobody reads those things”. And in some ways there are correct; nobody reads poorly written and designed sales kits.

So what separates the sales kits that sell from those that line your prospects’ waste bin? Here are six important questions to use as a review of your current kit:

1. Does your sales kit include a cover letter letting your target audience know why they are receiving the kit?

You need to get your prospects’ attention to get them to invest the time to review your sales kit. This starts with a cover letter informing them why they are receiving this packet of information and why it will benefit them to review it.

2. Does it include information about your business and how your business provides a unique or improved solution for meeting their current needs?

You send prospects sales kits because you are trying to convince them that you have a superior solution to the products and service they’re currently using. Are you providing any evidence that you truly understand their needs and that you have a unique or improved capability to meet them? Plus, when prospects are making a buying decision, they are investing in more than a product or a service; they are investing in the business that stands behind them. Make sure to include information about your business that matters to them.

3. Does it include any information that adds to your business’s credibility?

It’s always more important what others say about you than what you say about yourself. While you can make claims about your business, they can come off sounding boastful if you don’t have any proof to back them up. Has your business won any awards? Are there any positive reviews about you in the press and industry trade magazines? Do you belong to any reputable associations? Are there independent organizations that monitor your industry and rank your business as one of the best?

4. Does your sales kit lack continuity?

Throwing together a mishmash of information about your business can create a confusing message for prospects, especially if the information is dated and if it speaks to market segments other than their own. When creating your kits, make sure they are consistent with your brand and messaging on your primary website and that your kits address the recipient’s specific interests.

5. Does it contain a call to action?

There’s nothing worse than investing the time and the money to get a prospect’s attention and not asking for the business. A well-designed sales kit will lead a prospect through the process of getting to know your business, your products and services, and creating a desire to use your products and services. Don’t leave them hanging. Make sure your kit contains a single, clear call to action.

6. Is it missing easily identifiable contact information?

You sales kit needs to contain clear contact information following your call to action so your prospect can take action right away. While this point may seem obvious, we’ve seen many examples that forgot to include it or they insert it in areas where it can be hard to find. Include a business card slit, but don’t forget to include contact information directly on the sales kit as well. If you make your prospects work too hard to find you, they won’t.

Dina Wasmer is President of Incite Creative, a marketing and graphic design firm that provides sales kit and creative servicesfor financial services, insurance, education and non-profit industries in Maryland, DC and Virginia. For more information, log onto www.incitecreativeinc.com or contact dina@incitecreativeinc.com.