The Story Behind the Product

It's no longer enough to sell customers on product alone. Give the customers what they want: an experience. How does that high-end folder with the fancy die-cutting add value? Why is synthetic film a better match for a menu? How can end-users maximize space on a brochure? The following suppliers have answered these questions and more. Here, they share some of their favorite folder, menu and brochure items, along with tips on how to get repeat business.

Conformer Tax Folder
Submitted by: Lisa Goebel, marketing manager, Admore Inc., a Div. of Ennis, Macomb, Mich.

Why it is valuable: Tax season is the perfect time to sell folders. Our Conformer Tax Folder features a 9.5x12" folder with a 4" left pocket and a fold-down tab off the back cover for ACCO type fasteners. Its patented scoring system makes it unique in the market. Each side holds up to 0.375" and unlike box pockets or other products, the folder stays flat as the capacity increases.

Sales tip: The best way to sell it to your customer is to let them take the "Conformer challenge." We'll provide you with three samples-a regular tax folder, a box pocket and a Conformer Tax folder. As your customer uses the folders, the benefits of the Conformer make it the clear choice.

Majestic Leathergrain Menu Covers
Submitted by: Laurie Oftedahl, sales and marketing, Carlson Craft Binder Division, North Mankato, Minn.

Why it is valuable: This is one of those items that fits any restaurant décor, and what the customers like is that they can match them up to the check presenters and table tents for the complete look.

Sales tip: Think outside the box when talking to spa owners, caterers and even realtors. Any business that has a menu, whether it is a restaurant or not, can showcase their menu with these covers. And, if you are wondering how realtors use menu covers, I'll share that the realtor wanted to do presentation fitting the house he was selling, so he used a four-view menu cover to enhance the quality of the house in the buyer's eye. A four-view cover does nicely-a front shot, a couple of interior shots and, of course, the specs are added by the buyer. We just print the logo on the front cover.