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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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.
A presentation template designed to help you get the attention your product or services deserve, even with limited space.
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.
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.
An all-purpose proposal template, guaranteed to make an immediate impact. Easy to tweak to match your specific needs.
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 |
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 |
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.
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.
Tips for measuring sales collateral: