The brochure is used for product identification
When customers come into our store they usually know what they are looking for but are not always prepared to discuss it openly with a sales rep. There seems to be a universal fear of being sold to so they try to put it off as long as possible. To ease them into the process we have placed a brochure stand just inside each entry into the store. Nine time our of ten they will stop at the stand and pick up the brochure for the product they are looking for. The sales rep then knows in advance what they want and can engage them in conversation in that direction.
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