The annual report as a communication tool, especially for salespeople

We have created many annual reports for a wide range of clients over the years. Often for multiple consecutive years. Very often we receive feedback that the annual report is used extensively for sales purposes. The annual report as a communication tool. And why not? The annual report is the perfect medium that highlights the (brand) story from multiple angles and builds trust. But what are the do’s and don’ts if you also want your salespeople to make use of the annual report? We share those in this article.

By providing an explanation of the results (financial), you build trust if they paint a positive picture. By then combining these figures with the chosen strategy, you substantiate “the story” and show that an organization (brand) also responds to future developments. If you are also able to tell (and substantiate) something valuable in the field of CSR, then the annual report is the perfect tool to win that new customer. So plenty of do’s, but there are also many pitfalls. We neatly summarize the latter in the don’ts.

Do’s for an annual report as a communication tool

1. Format
   Consider an integrated annual report and a more concise annual overview; after all, you don’t want to burden your customer and salesperson with a document of hundreds of pages.
2. Photography
   Use appealing (own) photography. Stock images give an untruthful impression and everyone recognizes them from miles away.
3. Clear and concise (use visuals)
   Try to present the (financial) developments as clearly and concisely as possible; in fact, a spread with the most important figures and developments is mandatory. Even better is if you can combine these into appealing infographics.
4. Approach as a presentation
   See the annual report as a kind of presentation, start with the main features and work backward to the somewhat “drier stuff.”
5. Look organization-wide
   If your (holding) organization has different brands/divisions/etc., each with its own sales team, see if it’s possible to give each a place in the document. This ensures that your salesperson feels more involved with the larger organization and highlights its strength in sales conversations.
6. Print
   Print, preferably in a large edition (even if that’s not really CSR). Everyone wants to leave a lasting impression, especially if you can really show something beautiful. Your annual report on the desk of that new key account—that’s what we all want! We also see the advantages and possibilities of digital, but that tangible report with the smell of ink is still a wonderful calling card, isn’t it?

Don’ts for an annual report as a communication tool

1. Stick to the corporate identity
   An annual report that deviates from your house style; sometimes we see polished Word documents that absolutely do not invite you to explore further. This is a missed opportunity and at the same time a shame for the work that has already gone into it.
2. Language use
   Archaic language is out of the question; you don’t want to leave the impression that your organization (brand) is as dusty as the outdated language you use. An annual report should clarify, so why write things in a less clear way?
3. Naval gazing
   Only talking about yourself. Show some customer cases, tell what problem you solved for that customer and how you did it. This gives the annual report a more personal appearance and builds trust.