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12 Sales Collateral Types Critical to Close a Deal (2024)

See sales collateral examples that drive revenue. Learn the definition & meaning of sales collateral, sales enablement collateral, B2B sales collateral & more.


Dominika Krukowska

13 minute read

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Short answer

What is sales collateral?

Sales collateral is a set of content and visual aids that support your sales process. The purpose of sales collateral is to enable salespeople to sell better as well as enable buyers to make a buying decision. Sales collateral includes sales decks, product demo videos, case studies, sales playbooks, battle cards, fact sheets, and more.

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Sales collateral will make or break your pipeline

Even the greatest products and services in the world will fail without a sales funnel to feed your team with fresh opportunities. The secret to building a watertight sales funnel lies in choosing the right sales collateral.

In this guide, we’ll comprehensively break down the sales collateral types that contribute to closing deals.

This post will help you build an effective sales funnel, fill your pipeline, and boost your bottom line. If you don’t get a grip on the needed sales collateral you risk losing opportunities, deals, and revenue.

Let’s find out where the gaps in your content are, help you watertight your funnel, and stop it from leaking leads.

What is the difference between sales and marketing collateral?

The main difference between sales and marketing collateral is that sales collateral is used by sales teams with the goal of demonstrating the value of a product or service to qualified leads, while marketing collateral is used by marketing teams with the goal of building awareness and interest for the same product or service, and qualifying users as leads.

Other differences:

  • Stages of the funnel: Sales collateral is used for all stages of the funnel from awareness to action, but moves users much faster through the funnel stages - sometimes in a single email. Marketing collateral is typically used in the awareness and interest stages of the funnel and may take users months to complete.
  • Outbound vs inbound marketing: Sales collateral is used in low-touch to high-touch outbound (not including traditional marketing). Marketing collateral is used mainly in inbound.
  • Metrics: Sales collateral measures leads, advances, and contributions to the pipeline. Marketing collateral measures engagement and conversions.
  • Audience: Sales collateral is used mainly in B2B or high ticket B2C items. Marketing collateral is used anywhere from local small and medium-sized businesses to enterprises, and covers anything from e-commerce through SaaS to service providers.

Why is sales collateral important?

  1. Builds trust: Sales collateral such as customer testimonials, case studies, and informative white papers adds to your credibility and authority, and lays the foundations for prospects to trust you - which is a prerequisite for giving you their business.
  2. Supports the sales process: Sales collateral provides the information and resources that sales reps need to communicate the value of a product or service.
  3. Provides a competitive advantage: Sales materials have been shown to increase the likelihood of winning a high-quality, low-regret deal by 26%.
  4. Saves time: Instead of having to create presentations and other materials from scratch, sales reps can simply use the sales collateral that's already been created.

Main sales collateral types (with high-performing examples)

There are about 12 types of sales collateral that move the needle. These broadly fall under 2 main families: (1) Sales collateral content and (2) Selling aids. While sales content helps you sell when you’re not in the room, sales aids improve the performance of your salesforce when facing customers in person.

Though both sales collateral groups are mission critical, your sales content is most important since whatever content you have will comprise your sales funnel.

Most importantly, your sales content enables your champion to persuade decision-makers when you or your team can’t be there in person.

To help you understand what each collateral type actually looks like I’ll share examples from organizations that are crushing it. Learn from them and you’ll crush it too.

Jump ahead to each sales collateral type:

1. Product demo videos 2. Sales one-pagers 3. Sales pitch decks 4. Business proposal presentations 5. Buyer's guides 6. Pricing guides 7. Email templates 8. Sales scripts 9. Sales playbooks 10. Sales battle cards 11. Customer fact sheets 12. Product cheat sheets

Sales collateral content examples

1. Product demo videos

Product demo videos offer an engaging and interactive way to understand how a product works and how it can meet your specific needs. By highlighting key features and showcasing the product in action, these videos can increase customer engagement and drive conversions.


Here's a great example by Mixpanel:

Mixpanel product demo vi

Pros:

  • You can engage potential buyers with interactive and dynamic content.
  • They provide a memorable and differentiated experience compared to static sales materials.
  • They can demonstrate the value of the product more effectively than text or images.
  • They help to establish trust and build rapport with potential buyers.


Cons:

  • They can be time-consuming and expensive to produce.
  • They require high-quality equipment and professional editing skills to create a polished final product.
  • They may not be as effective for technical or complex products that require more detailed explanations.


To get you started, here’s a handy guide on how to create a product demo video, along with some impressive examples you’ll want to copy!

2. Sales one-pagers

A sales one-pager is a brief, visually appealing document that summarizes key benefits, features, and unique selling points of a product or solution in a concise and easily digestible format.

It’s typically created as a PDF document or a short PowerPoint presentation. Some modern interactive sales one-pagers are made with website builders or an interactive presentation maker.

A sales one-pager’s main purpose is to capture the interest of potential customers by presenting a snapshot of how your product or solution can address their pain points and persuade them to take the next step in the sales funnel.


Here’s an example of what an effective one-pager should look like:

Sales one-pager

Sales one-pager

A presentation template designed to help you get the attention your product or services deserve, even with limited space.

See it live Use template

Pros:

  • Quick and simple method of sharing important information.
  • Highlighting key benefits and features in a visually appealing format makes it easier for customers to understand and retain the information.
  • Helps build credibility and professionalism by demonstrating the company's expertise in their offering.


Cons:

  • Can become outdated quickly if there are changes to the product or solution.
  • Overloading the one-pager with too much information can defeat its purpose of being concise.
  • May not provide enough detail for complex products or solutions.


For more information on what to include in your one-pager, check out our guide on how to create a sales one-pager, as well as these converting one-pager examples that you can use as templates to make your own!

3. Sales pitch decks

A sales pitch deck is a presentation that showcases the key aspects of your product or service. With a clear unique value proposition, an engaging story, and a strong call-to-action, sales decks are the perfect way to communicate the value of your offering and drive conversions.

Sales pitch decks can be made as PDF or PowerPoint files, making them easy to share and present.

The problem is - it is very hard to stand out using these legacy sale deck formats. That’s why competitive companies are transitioning to interactive sales decks.

These provide richer content experiences with embedded videos, clickable links, and other multimedia elements that make your sales pitch stand out, boost engagement, and make your message more memorable.

TIP: Replace static decks with interactive ones that incorporate personal videos and chat. Interactive sales decks make it easier to build a connection with your potential customer through your sales content.

Sales pitch deck template

Sales pitch deck

With this one, you'll easily convey your product features, benefits, and, most importantly, your unique value proposition. A go-to template for sales teams.

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See more unique sales deck examples that outsell the rest ⟶


Pros

  • A sales deck effectively answers common buyer questions about your product or service.
  • Lets you highlight what sets your product apart and why your potential customer should choose you.
  • A storytelling sales deck can simplify complex ideas and make them more digestible and engaging.
  • Having a visual guide to refer to will help you steer the conversation in the desired direction.
  • A well made sales deck reflects on your professionalism, expertise and trustworthiness.


Cons

  • Sales decks can make you robotic and repetitive
  • Sales decks can be used as a replacement for face to face meetings which lets reps avoid hard questions from prospects.
  • Generic sales decks (not tailored to the prospect’s specific needs) can make the sales process feel impersonal and lacking in relevance, and hurt your brand.


4. Business proposal presentations

A business proposal presentation is a comprehensive, yet engaging, overview of how your product or service will meet the specific needs of your potential customer.

It typically includes delivery timetable pricing information, social proof and call-to-action. The goal of a business proposal presentation is to persuade your prospective customer to choose you over the competition and seal the deal.

Proposals are often presented in PowerPoint or PDF file formats. However, interactive business proposals help you stand out, allow for more engagement and can be much more effective in communicating your unique value.


Here’s an example of a powerful business proposal presentation to draw inspiration from:

General business proposal template

An all-purpose proposal template, guaranteed to make an immediate impact. Easy to tweak to match your specific needs.

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Pros:

  • A business proposal provides a visual representation of your value proposition that is certain to make an impact and stay in the memory of your target audience.
  • A business proposal presentation allows you to clearly and effectively convey your message and key selling points.
  • A business proposal facilitates a personal connection with your prospects by demonstrating your understanding of their needs and offering a tailor-made solution.


Cons:

  • Creating a compelling proposal can be a time-consuming process and take away valuable time that could be spent on other sales activities.
  • Your proposal must be tailored to the specific needs of each prospect to make an impact.


If you’d like to learn how to create your own, check out our guide on how to make a winning business proposal presentation in 12 steps.

5. Buyer’s guides

Buyer's guides are a crucial piece of sales collateral that can help potential customers make informed purchase decisions. They serve as a one-stop-shop for all the information prospects need to know about your product or service.

A well-crafted buyer's guide typically includes a product overview, feature comparison, price analysis, and expert reviews.

Its main purpose is to help consumers identify the product that best meets their needs, budget, and preferences.

Whether it's presented as a digital resource on your website or in PDF format, a buyer's guide can be the key to winning over hesitant prospects and closing more sales.


Pros:

  • A buyer's guide can help potential customers make informed decisions about what to buy by providing valuable information about your product or service.
  • A buyer's guide can increase brand awareness and visibility among potential customers.
  • A buyer's guide can support the sales process by helping sales reps engage with potential customers, answer their questions, and overcome objections.


Cons:

  • A buyer's guide that lacks focus can miss the mark, and potential customers may quickly lose interest. It must always be tailored to the specific needs of a target audience.
  • Creating a high-quality buyer's guide takes time, effort, and resources. A guide that is poorly designed or not regularly updated can damage a company's reputation.


To learn more about buyer’s guides, check out this article that explains how to create a buyer’s guide, as well as these brilliant buyer’s guide examples to inspire your own!

6. Pricing guides

When it comes to making a purchase, understanding the costs associated with a product or service is crucial. Enter the pricing guide.

This sales collateral type breaks down all the products and services on offer, individual pricing packages, and any special deals you might be running.

It is intended to give potential customers a clear understanding of what they are getting for their hard-earned money and boost conversion. Like buyer’s guides, they can be presented on the company’s website or distributed in PDF format.


Pros:

  • Pricing guides help customers understand the costs associated with a product or service.
  • Pricing guides facilitate informed decision making by providing clear and concise information.
  • They help sales reps close more deals by overcoming objections related to pricing.
  • They improve the overall customer buying experience by providing transparent information about pricing.


Cons:

  • Pricing guides do not provide information about your solution’s value needed to make informed decisions. Without this context, customers may be hesitant to make a purchase.
  • Pricing guides can get very complex, especially if they include a variety of pricing options or add-ons, making it hard to understand the differences between various pricing tiers.
  • Pricing guides may make it more difficult to close a sale in cases where the prices are significantly higher than what potential customers were expecting (which can lead to sticker shock).


For more information, check out this article outlining pricing guide best practices and examples.

7. Email templates

Email templates are pre-written emails used by sales teams to communicate with prospects and customers during various stages of the sales cycle.

The goal of each type of template varies, but the overall objective is to streamline the sales process, increase efficiency, and enhance the customer experience. Choose a mass email service provider with email template customization options to send out effective emails


Pros:

  • Email templates save time and increase efficiency by eliminating the need to craft new emails from scratch for each interaction.
  • Using email templates ensures consistent messaging and branding by providing a pre-approved framework for all sales communications.
  • Using templates facilitates better organization and tracking of customer interactions by standardizing the format of emails.
  • It improves the customer experience by providing timely and relevant communications.


Cons:

  • Email templates are designed to be sent to a large audience. Without personalization, they may be perceived as irrelevant, which can reduce their effectiveness.
  • If templated emails are sent too frequently or to the wrong audience, they can be marked as spam by email filters, making it more difficult to reach prospects in the future.


If you’d like to dive deeper into this topic, here’s a set of best practices for customizing email templates, as well as the best B2B cold email templates and the best subject lines for sales emails that will get your leads’ attention.

Sales aids examples

8. Sales scripts

Bringing structure and clarity to sales conversations, sales scripts are a valuable tool for sales reps looking to close more deals and win over more customers.

They are often presented as a Word document or a PDF, and are intended for an internal audience of sales representatives and other customer-facing team members.

These pre-written conversation guides provide a roadmap for each interaction, ensuring that salespeople hit all the key selling points, address potential objections, and move the conversation towards the next step.

A great starting point is this guide on how to write a sales script, complete with examples, or these sales script examples for any situation.


Here’s a video containing some sales script tips:

Sales script guide

Pros:

  • Sales scripts increase consistency in messaging and communication by providing a pre-approved framework for sales interactions.
  • They improve the effectiveness of sales interactions by guiding salespeople through key selling points, objections, and next steps.
  • Sales scripts enhance the overall sales process by providing a roadmap for each conversation, reducing the risk of missed opportunities.
  • They improve the customer experience by ensuring that salespeople have a structured and well-informed conversation.


Cons:

  • Using sales scripts can result in a robotic and unnatural conversation style, as salespeople may feel compelled to stick rigidly to the script.
  • Sales scripts can feel canned or rehearsed. Without authenticity, potential customers may be hesitant to engage with the salesperson or make a purchase.

9. Sales playbooks

A sales playbook is a comprehensive guide that outlines the best practices, strategies, and techniques for selling a product or service, typically in text or PDF format.

The purpose of a sales playbook is to provide sales reps with a consistent and effective approach to selling.

It includes information on the target audience, key messaging, objections, and closing techniques. It also includes tips on building relationships, establishing trust, and delivering value to the customer.

Sales playbooks are often customized to meet the specific needs of each organization and are used throughout the sales cycle.

They're used from the initial lead generation and qualification stages, through to the final stages of negotiation and closing.


Here's a video about how to create sales playbooks by Hubspot:

How to make a sales playbook

Pros:

  • Sales playbooks provide sales reps with a comprehensive guide with the best strategies, techniques, and messaging to ensure they close deals more efficiently.
  • Sales playbooks streamline the sales process, breaking it down into a step-by-step guide that will have you closing deals in no time. No more confusion or missed steps.
  • Sales playbooks ensure your team is using the same techniques, messaging, and strategies to close deals, leading to improved success rates for your organization.
  • With the tools and guidance provided by sales playbooks, your sales reps will be armed with the confidence they need to engage customers and close more deals.


Cons:

  • Sales playbooks can sometimes be too rigid, making it difficult for sales reps to adjust their approach to the specific needs of each customer.
  • Sales playbooks are typically designed to be used by a wide range of sales teams, which means they may not always be relevant for a particular team or individual.
  • If sales playbooks are not regularly updated to reflect changes in the market or new information, it can reduce their value and make it more challenging to close sales.

10. Sales battle cards

Sales battle cards are compact and informative cards that provide reps with the key information and arguments they need to effectively counter objections that may arise during a sales call.

Think of them as a cheat sheet for winning deals – they give reps the edge they need to come out on top in even the toughest sales negotiations.

Whether you're preparing for a sales call or need a quick reference during the conversation with a prospect, sales battle cards are the ultimate tool for closing deals and winning in the sales arena.

Sales battle cards can be delivered in a variety of formats, depending on the needs and preferences of the sales team.

Some common formats include PDF documents, web pages, or even physical cards that can be carried by sales representatives.

In recent years, digital formats such as interactive web-based battle cards have become increasingly popular, as they offer a more dynamic and engaging user experience.


Here’s a video on how to build sales battle cards by SalesHacker:

How to build sales battle cards

Pros:

  • Sales battle cards help sales teams coordinate their efforts and ensure consistency in messaging and approach, which can lead to improved collaboration and better results.
  • Sales battle cards increase the confidence and competence of reps, leading to improved performance and greater success.
  • They provide reps with the information they need to effectively handle objections that may arise during a sales call. This can help to increase the success rate.


Cons:

  • By following a predetermined set of arguments and responses, reps may miss opportunities to tailor their approach to each individual customer.
  • Sales battle cards are often created by marketing or product teams, which means that they may be biased in favor of the company's products or services.
  • Because sales battle cards are designed to be concise, they may lack the depth of information that potential customers need to make an informed decision.

11. Customer fact sheets

Customer fact sheets provide insightful information about your customers and their needs, allowing you to tailor your sales approach and close more deals.

The goal of a customer fact sheet is to equip sales reps with the knowledge they need to understand customers on a deeper level and provide tailored solutions that meet their unique requirements.

Customer fact sheets are not just for sales reps - customer service teams and other members of the sales organization who interact directly with customers can also benefit from using customer fact sheets.

Similarly to sales battle cards, customer fact sheets can take on a variety of formats, including PDF documents, web pages, or printed handouts.


Pros:

  • Customer fact sheets allow sales reps to tailor their approach and better understand the customer's pain points, increasing the chances of closing the deal.
  • They help ensure that all organization members have a comprehensive understanding of the customer, leading to a more personalized and elevated customer experience.
  • By having all customer information organized and accessible, sales reps can streamline the sales process, reducing research time and maximizing their selling time.


Cons:

  • If the information is not updated regularly, it may become outdated and irrelevant, leading to incorrect assumptions and ineffective sales interactions.
  • They may not be scalable for businesses with a large customer base, making it challenging to use customer fact sheets effectively in all sales interactions.


If you’re not sure where to start, this customer fact sheet guide will walk you through the entire creation process step-by-step, including several templates that you can replicate.

12. Product cheat sheets

Product cheat sheets provide quick access to all the key information about a product in one handy, easy-to-read document. With product cheat sheets, sales reps can communicate the product's key, features, benefits and value to customers with confidence and clarity.


Pros:

  • Product cheat sheets give you quick and easy access to key information, allowing you to smoothly and confidently communicate the product's strengths to your customers.
  • By using product cheat sheets, sales reps can improve their product knowledge and become more confident in their ability to sell the product effectively.
  • Thanks to product cheat sheets, every customer hears the same message and receives accurate information, building trust and confidence in your company.


Cons:

  • While product cheat sheets provide technical information about a product, they may not address the unique needs or requirements of individual customers.
  • Product cheat sheets may become outdated over time, particularly if a product undergoes changes or updates.

Where in the sales funnel is each sales collateral type used?

Sales content - use by funnel stage

Collateral Funnel stage How is it used? Who uses it?
Product demo videos Consideration Address specific objections that may be preventing a prospect from making a purchase decision. - Sales representatives

- Marketing teams

- Product teams
Sales one-pagers Awareness Educate potential customers and generate interest in a product or solution. - Sales representatives

- Business development managers

- Account executives

- Marketing teams
Sales pitch decks Consideration Present information about the product or service, its unique features or benefits, and move prospects down the funnel. - Sales representatives

- Sales managers

- Account managers
Business proposal presentations Decision Show the nitty-gritty details of your solution and demonstrate why you're the best choice for prospects' needs. - Sales representatives

- Sales managers

- Account managers
Buyer's guides Awareness Provide potential customers with valuable information and resources that can help them make informed decisions. - Sales representatives

- Account managers
Pricing guides Decision Help customers understand the costs associated with a particular offering and make informed decisions about their purchases. - Sales representatives

- Sales managers

- Account managers
Email templates All stages Give general information about your product or service.

Offer a CTA to request a demo, free trial, or complete the purchase.		 - Account managers

- Business development managers

- Sales representatives

- Sales managers

Sales aids - use by funnel stage

Collateral Funnel stage How is it used? Who uses it?
Sales scripts All stages Guide sales conversations and provide a consistent message to potential customers. - Business development representatives

- Account managers

- Sales representatives

- Sales managers
Sales playbooks All stages Guide sales teams through the various stages of the sales process.

Ensure that best practices are followed and that the sales process is as efficient and effective as possible.		 - Account managers

- Sales representatives

- Sales managers
Sales battle cards Consideration

Decision		 Effectively counter objections and overcome any obstacles that may be standing in the way of a sale. - Account managers

- Sales representatives

- Sales managers

- Product managers
Customer fact sheets Awareness

Consideration		 Provide insightful information about your customers and their particular needs. - Account managers

- Sales representatives

- Customer support representatives
Product cheat sheets Consideration

Decision		 Provide quick access to all the key information about your product. - Account managers

- Sales representatives

- Customer support representatives

- Product managers

Who creates and distributes sales collateral?

In most companies, the creation and distribution of sales collateral is a team effort involving collaboration between sales, marketing, and sales enablement teams, with the support of designers, videographers, and developers.

In small businesses, a single person or department might handle it, while larger corporations may have a dedicated sales collateral manager or agency.

Distributing the collateral is mostly the job of AEs, SDRs, and BDRs.


Professionals involved in creating sales collateral:

  • Sales Managers
  • Sales Representatives
  • Sales Specialists
  • Sales Associates
  • Content marketing specialists
  • Product marketing managers
  • Sales enablement professionals
  • Graphic designers
  • Copywriters
  • Videographers and video editors
  • Developers

How to streamline collaboration between sales and marketing?

Collaboration between sales and marketing teams is crucial for the success of sales collateral. By working together, they can create materials that effectively communicate the value of a product or service and drive results.


  1. Clearly define roles and responsibilities: Make sure everyone knows their role in the creation, review, and distribution of sales collateral. Avoid duplicating effort and keep everyone accountable.
  2. Align on brand guidelines: Make sure both teams know the company's brand guidelines for tone, visuals, and messaging. This helps keep everything looking consistent.
  3. Establish regular meetings: Schedule regular meetings between sales and marketing to catch up on projects, give feedback, and plan for the future.
  4. Keep it all in one place: Use a centralized platform for collaboration and information sharing, like a project management tool or shared file system. This way, everyone can easily access the latest versions of sales collateral and avoid using outdated materials.
  5. Keep the lines of communication open: Encourage open communication between sales and marketing teams to make sure everyone's opinions and suggestions are heard. This can also help resolve any issues that arise during the process. Task management tools are ideal for connecting team members, keeping track of processes, and following up on tasks when needed.
  6. Measure success: Set up KPIs to measure the success of your sales collateral and continuously improve the process. This helps everyone stay focused on a common goal.

How do I know what types of sales collateral to create?

If you're feeling lost in the sea of sales collateral options, you're not alone. With so many different types available, it can be tough to figure out which ones will make the biggest impact on your audience.

But fear not, because we're here to help you navigate the waters and create sales collateral that will have even the most doubtful prospects begging to buy. So, let's jump in!


1) Align with your sales team

Collaborate with your sales team and ask them directly about their needs. What types of information do they need to close deals? What types of materials would make their lives easier? By understanding their pain points and the types of questions they frequently receive from prospects, you'll be better equipped to create the right collateral.


2) Assess your ability to communicate value

Take a step back and assess your ability to effectively communicate the value of your product or service. Are there any gaps in your messaging? Are there aspects of your offering that are difficult to articulate? Addressing these gaps will help you create materials that better explain and highlight the unique value that your product or service provides.


3) Listen to your prospects

Pay attention to the types of questions that prospects are asking. This feedback can help you identify areas where additional collateral might be needed to address their concerns or objections.


4) Do a prioritization matrix analysis

Prioritize the creation of collateral by doing a prioritization matrix. This means evaluating the feasibility and importance of creating different types of materials, and focusing on creating what's highly-important and highly-feasible first.

By doing this, you can ensure that you're using your time and resources effectively and making the biggest impact possible.


Here's a video about prioritization matrices in decision making:

Prioritization matrices

How can I make my sales collateral stand out?

With the deluge of sales materials that customers receive on a daily basis, it's easy for your collateral to get lost in the noise.

But fear not! In this section, we'll reveal key strategies and tactics that will help your sales collateral rise above the rest.


1) Hyper-personalize your collateral

Personalizing your sales collateral is the most important predictor of success. Decks with a personal note get 68% more prospects to read them in full and travel internally 2.3x more often.

Consider including personal details, such as the prospect's name, company, and specific pain points, to make your materials truly unique and impactful.


2) Invest in original design

Your sales collateral should reflect your brand and convey the unique value that your product or service provides. Investing in custom design will help your materials stand out from the competition and convey a professional image.


3) Animated cover

An animated cover can make your sales collateral more eye-catching and engaging. On average, 32% more people interact with presentations that have a video in their cover slide.


4) Use interactive content

Interactive content, such as ROI calculators or tabs to click through, can help make your sales collateral more engaging and memorable. It ensures that 41% more people will scroll it all the way down to the bottom and read it 21% longer.


5) Use multimedia

Incorporating multimedia, such as videos, images, and infographics, can help break up text-heavy materials and make them more visually appealing. This type of content can also help explain complex topics and bring your message to life in a way that words alone cannot.

How can I ensure that my sales collateral is effective?

PowerPoints and PDFs may be the norm for sales collateral, but let's face it, they can be a bit of a snooze-fest. Limited interactivity and customization options make it tough to create materials that truly capture the attention of your prospects. However, there are ways to add some spark to these formats.


1) Perfect your value proposition

Your value proposition is the foundation of your sales collateral. It’s the reason why a prospect should choose your product or service over your competition. Avoid using industry jargon and buzzwords that your prospect might not understand. Also, don't just list features - focus on how your product or service will make your prospects' lives easier, more productive, or more enjoyable.


2) Send highly personalized collateral

This could include addressing the recipient by name, tailoring the content to their specific business challenges based on information that was gathered in a discovery call. It’s also a good practice to use the prospect’s company logo and brand colors where appropriate.

TIP: You can do this kind of personalization at scales using Storydoc. Our sales collateral creator integrates with your CRM and can both pull information from there into your decks AND create personalized deck directly from the contacts page in your CRM.

Dynamic variab

3) Tailor your messaging

To make your sales collateral truly effective, you must tailor your messaging to your target audience. This means understanding the pain points, challenges, and aspirations of your prospects and crafting your messaging around that.

Tailor your messaging to customer personas, what prospects expressed interest in during their discovery call, and known industry issues. This will help you create messaging that resonates with your prospects and sets you apart from your competition.


4) Take your content from static to interactive

While PowerPoints and PDFs have their limitations, interactive sales collateral offers an endless list of opportunities to engage with prospects and communicate your message effectively.

Interactive content tools provide opportunities to create rich, dynamic experiences that can help you build stronger relationships with prospects and close more deals.


5) Optimize your decks for what people find important or interesting

Use data to understand what resonates with your target audience and what captures their attention.

This can't be done with your common-place PowerPoint or PDF since your tracking stops once the file has been sent (you don’t even know if it was ever opened).

That’s not the case with Storydoc which is a web-based application. Our extensive analytics panel allows you to test different versions of your collateral, see which slides they read the longest, and where they dropped off.

For example, if you see that your Pricing slide is where they stopped reading, you can target them with an individual discount and win their attention back.

Storydoc analytics panel - Deck versions

6) Make sure your sales collateral is on brand

Your sales materials are the perfect opportunity to showcase your brand's personality and leave a lasting impression on your prospects. Imagine these materials as a mini representation of your brand, making an impact with every interaction.

To make sure your brand shines, consistency is key! Use the same colors, logos, and font across all of your materials to create a seamless brand experience. Your prospects will recognize your brand in an instant and feel confident in their decision to work with you.


7) Always keep sales collateral up to date

Your sales collateral should be a living document, always evolving and adapting to the needs of your customers and the market. Regularly updating your sales collateral with new information, features, and customer feedback will ensure that it stays relevant and effective.


8) Use customer testimonials

Customer testimonials are a powerful tool to add credibility to your sales collateral. They provide prospects with real-life examples of how your product or service has helped others solve similar challenges, which can help build trust with prospects and give them confidence in your solution.

Testimonials

How can I measure the success of my sales collateral?

Imagine the excitement of watching your sales soar as you harness the full potential of your sales collateral - it's all within reach with the right metrics in place!


Sales collateral metrics to keep track of:


1) Reading time

By measuring the amount of time potential customers spend reading your content, you can gain insights into what's working and what's not. Are they devouring every word, or are they skimming and moving on? By analyzing this data, you can fine-tune your messaging and create collateral that really hits the mark.

NOTE: While reading time is a valuable metric, it's not the best indicator for a deal moving forward. It is better to use a smart engagement score which combines multiple engagement metrics, like time spent and reading depth to give you a more accurate estimation about the deal's status. This type of aggregate engagement metric is provided in Storydoc.

Smart engagement score

2) Next step conversion rate

This metric tracks the number of prospects who take the next step after viewing your materials, whether that's filling out a form, scheduling a meeting, or downloading additional content,

Tracking this metric will give you an idea of the effectiveness of your materials in moving prospects along the sales funnel.


3) Meetings booked

This metric measures the number of in-person or virtual meetings booked as a result of your sales collateral. It's a great way to see the direct impact of your materials on your bottom line and track the ROI of your efforts.


4) Internal shares

As B2B buying teams are expanding, this metric will help you identify whether and when champions are spreading your collateral within their organization.

Internal rea

5) Reading completion

More than reading time, tracking how many of your leads read your sales collateral all the way through is your best indicator of interest. This shows whether they're finding the information valuable enough to stick with it until the end.

Tips for measuring sales collateral:

  • Build your collateral with modern tools that come equipped with analytics
  • Run a tight and organized CRM (be scrappy and use a spreadsheet or invest in a CRM platform)
  • Optimize your decks based on where readers spend their time (remove what they skip and expand on what they dig into)

How can I make my sales collateral accessible to my sales team?

When it comes to sales, time is of the essence. Your sales team needs quick and easy access to their sales collateral so they can get back to selling.

But with so much content and so many formats, it can be challenging to make everything accessible. Don't worry, there are solutions for this. Let’s take a look at a few…


1) Keep a centralized repository

Create a one-stop-shop for all your sales materials. This could be in the form of a shared drive, cloud-based platform, or a dedicated portal. With everything in one place, your sales team will never waste time searching for what they need.


How to optimize your sales collateral repository:

  • User-friendly navigation: Make sure your repository is easy to navigate with clear categories and a search function. Your sales team will appreciate being able to quickly find what they're looking for, saving them time and stress.
  • Mobile accessibility: Ensure your repository is mobile-friendly so your sales team can access it from anywhere, at any time. This way, they'll always be prepared for their next sale.
  • Up-to-date content: Keep your sales collateral fresh and relevant. Make sure it's always up-to-date so your sales team has the most accurate information at their fingertips.
  • Add personalization functions: Empower your sales team by allowing them to personalize the sales collateral they use. This could be as simple as letting them add their own introduction or as complex as letting them select specific content for their presentations.
  • Training and support: Provide your sales team with training and support on how to access and use your sales collateral. This will ensure they're comfortable using the repository and can easily find what they need.


2) Bring collateral to where salespeople work (hint: your CRM)

Being able to make your sales collateral accessible to your sales reps within your CRM makes them a million percent more likely to use it long term. This is exactly what Storydoc does for you. And the implication is much bigger than enabling your reps to have updated content on hand.

Storydoc integrates with CRMs like Salesforce or HubSpot which lets us pull data directly from your CRM, and automatically create a personalized version at scale.

It also means that your reps can see the sales decks in their CRM, send them from their CRM, and view deck analytics in their CRM.

Imagine how easy this makes onboarding your team.

To learn more about how Storydoc makes you work smarter, not harder, check out our Integrations page.

CRM integrations

How can I repurpose existing content into new sales collateral?

If your company has been around for a while, you're sitting on a wealth of valuable content - from persuasive blog posts to engaging videos, informative infographics to impactful case studies.

Instead of creating your sales collateral from scratch, repurpose what you already have. You can make these resources even more high converting by using an SEO tool.


Content you can repurpose into great sales collateral:

  • Work video into text collateral: Transcribe the audio, add some visuals, and you have a new piece of content, such as an email template or a product cheat sheet, that can be used to engage your target audience.
  • Work text into video: This could be as simple as recording yourself reading the content, or you could create an animated video that uses the text as a script. Goes without saying that adding subtitles to video not only boosts the accessibility but also significantly broadens your video reach.
  • Mix content types to create something better: You could use video testimonials in your product demo videos, or include infographics in your decks to break up long blocks of text and make the content more visually appealing.
  • Turn data into stories: By turning your data into stories, you can make it more engaging and memorable. Take your reports and turn them into demo talking points, highlighting key insights and creating a narrative that will captivate your audience.
  • Compile a collection of your top-performing blog posts into an email series: Whether you're providing tips for success, sharing industry insights, or just showcasing your expertise, your audience will appreciate having a steady stream of value delivered straight to their inbox.
  • Use infographics to support your points: By using statistics and eye-catching visuals from your previous blog posts and whitepapers, you can show your audience that you've done your research and are an expert in your field. You can even include quotes to add a touch of personality and credibility to your pitch.

If you’d like to learn more about how you can use your existing marketing collateral at different stages of the sales funnel, check out our article outlining the 20 marketing collateral types that are essential for growth.


How can I create sales collateral on a tight budget?

  1. Reduce studio costs by using tools to streamline the process: Storydoc makes content creation a breeze and eliminates the need for costly studio time. You can create professional-looking product demos, interactive sales presentations, and more, all from the comfort of your own office.
  2. Reduce art costs by using AI art generators: Dall-E is the perfect tool for creating custom graphics and images that are truly one-of-a-kind. With artificial intelligence, Dall-E generates stunning visuals based on your specifications in a fraction of the time it would take with traditional methods.
  3. Reduce product demo images by repurposing visuals from your website: Your website holds the key to cost-effective and visually stunning product demos. Simply repurpose screenshots of your product in action and voila! You'll have a budget-friendly solution that packs a punch.
  4. Don't create from zero - use templates: There are many ready-made templates available on the internet that you can use for free or for a small fee. These templates provide a great starting point and can be customized to meet your specific needs.


You can also make your mark with one-off templates tailored to your business's specific needs. Sure, there may be a higher upfront cost, but the time and money saved in the long run more than make up for it.

Save time making your sales collateral - grab a template

To get you started, here are some high-performing sales collateral templates that you can use to create your own in minutes.

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Dominika Krukowska

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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Table of contents
What is sales collateral? Sales collateral will make or break your pipeline What is the difference between sales and marketing collateral? Why is sales collateral important? Main sales collateral types (with high-performing examples) Sales collateral content examples Sales aids examples Where in the sales funnel is each sales collateral type used? Who creates and distributes sales collateral? How to streamline collaboration between sales and marketing? How do I know what types of sales collateral to create? How can I make my sales collateral stand out? How can I ensure that my sales collateral is effective? How can I measure the success of my sales collateral? How can I make my sales collateral accessible to my sales team? How can I repurpose existing content into new sales collateral? How can I create sales collateral on a tight budget? Save time making your sales collateral - grab a template
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