Insights

Your salespeople need tools to move swiftly and work efficiently—especially if your business is one of the many experiencing the good, the bad and the ugly of the post-pandemic economy. When surging demand collides with a shrinking labor force, stress can kick into high gear for sales teams. How can you save them some time and energy in any given sales conversation?Infographics are a great way to pique interest in and explain your company’s capabilities to prospects. An infographic is a visual representation of information, designed to reduce the amount of reading needed to understand key concepts and takeaways. A well-organized infographic can distill pages and pages of content into one compact illustration—because who doesn’t love a good one-pager?

Why Infographics Work

We all know humans are visual creatures, but it’s easy to forget that simple fact when you’re immersed in your business. Statistics show that 65% of brands use infographics for marketing purposes and that an infographic is up to 30 times more likely to be read in its entirety than an article.Marketing and sales shouldn’t necessarily be separate (a parting note on this later), but they are indeed different—so let’s turn the focus to what infographics can do specifically in a sales context.

• Support your pitch
• Position your business
• Explain your services
• Highlight key points
• Drive conversations
• Encourage dialogue
• Accelerate conversions

Not only that; infographics can also enable referrals by giving your customers an easy item to pass along to others.

How to Make Sure Your Infographics Work

An infographic isn’t just graphic design. It’s visual communication. A graphic may look good but fall short of delivering info. For an infographic to be an effective sales tool, it needs to be:

• Easy to follow
• Easy to understand
• Descriptively titled
• Precisely worded
• Company branded

Every infographic should also have a CTA, or “call to action,” telling the reader (er, viewer) what to do next.

Ideal Use Cases for Infographics

Not everything is made to be converted into an infographic. Sometimes, a longer presentation is necessary to communicate detailed information clearly. However, there are many times when complex topics take beautifully simplified form as you flip the focus from writing to illustrating, including:

• Service lines
• Industry trends
• Statistics
• Timelines
• Processes
• Calculations
• Comparisons

With any written sales material, ask yourself, “Can this be better explained visually?” If the answer is yes or even maybe, consider putting extra resources toward an infographic. It can be used hundreds, maybe even thousands, of times in sales conversations, making it worth the one-time effort. 

Marketing Meets Sales

Too often, companies draw a sharp line between marketing and sales. Sometimes, the two even compete with each other. They should be symbiotic! Marketing helps sales and sales should validate marketing. That’s why we believe in creating marketing materials with a sales mindset. In addition to infographics, take a look at 5 Cost-Effective Marketing Tactics to Support Your Sales Team