14 Sales Collateral Types Critical to Close a Deal (2023)

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 refers to the various marketing materials and resources that businesses use to support the sales process and help them close more deals. These can include things like brochures, product sheets, case studies, and more.

Sales collateral is typically used to provide potential customers with detailed information about a company's products or services, and to persuade them to make a purchase decision. By using sales collateral, businesses can effectively communicate the value of their offerings and differentiate themselves from the competition.

If you want to up your sales game and convert prospects into customers, then you need to start using the right sales collateral.

In this article, we will be taking a look at some of the best sales collateral examples that can help you close more deals. These examples will showcase the most effective and compelling ways that businesses are using sales collateral to support their sales efforts and drive revenue.

By examining these examples, you will be able to get some ideas and inspiration for creating your own sales collateral that can help you close more deals in the coming year.

What is the difference between sales and marketing collateral?

Sales and marketing collateral serve different purposes within a business, and understanding the differences between the two can help you create more effective materials for each purpose.

Sales collateral is designed to support the sales process and help close deals. It provides detailed information about a company's products or services to potential customers, and is often used to persuade them to make a purchase decision. Sales collateral can include things like product sheets, pricing guides, and case studies.

On the other hand, marketing collateral is designed to support the overall marketing efforts of a business. This can include materials like brochures, flyers, and custom posters that are used to promote the company and its products or services to a wider audience. Unlike sales collateral, marketing collateral is not necessarily focused on persuading a potential customer to make a purchase decision, but rather on creating awareness and interest in the company and its offerings.

What are the benefits of using sales collateral for your business?

Sales collateral is an essential tool for businesses looking to support their sales efforts and drive revenue. Whether it's a product sheet, case study, or brochure, sales collateral provides valuable information about a company's products or services to potential customers. This helps to educate and persuade them to make a purchase decision.

By using sales collateral, businesses can effectively communicate the value of their offerings and differentiate themselves from the competition. This can be particularly important in a crowded market where it can be difficult to stand out.

In addition to helping close deals, sales collateral can also help to build trust and credibility with customers. By providing them with detailed and accurate information about your products or services, you can demonstrate your expertise and establish yourself as a trusted source of information. In short, using sales collateral is an important part of any successful sales strategy.

How do you use sales collateral at different stages of the sales funnel?

Sales collateral is an essential tool for businesses looking to support their sales efforts and drive revenue. By using sales collateral at different stages of the sales funnel, businesses can effectively communicate the value of their products or services and persuade potential customers to make a purchase decision.

At the top of the sales funnel, sales collateral can be used to generate interest and awareness in a company's products or services. This might include materials like brochures or flyers that provide a general overview of the company and its offerings.

As potential customers move further down the funnel and become more interested in making a purchase, sales collateral can be used to provide more detailed information about the products or services. This might include things like product sheets or pricing guides that help potential customers understand the features and benefits of the products or services.

Finally, at the bottom of the funnel, sales collateral can be used to persuade potential customers to make a purchase decision. This might include case studies or customer testimonials that demonstrate the value of the products or services and show potential customers how others have benefited from using them.

What are the main types of sales collateral?

Sales collateral is an essential tool for sales teams as it helps to provide potential customers with the information they need to make an informed purchasing decision. In this section, we will explore the main types of sales collateral that are commonly used in businesses today.

Understanding the different types of sales collateral and how they can be effectively utilized is crucial for any sales team looking to increase their effectiveness and drive more sales.

1. Brochures

By using brochures as collateral in sales, businesses can effectively communicate the value of their offerings and persuade potential customers to make a purchase decision.

There are several key benefits to using brochures as sales collateral. First, brochures are portable and easy to distribute. They can be handed out at events, sent through the mail, or left in strategic locations where potential customers are likely to see them.

Second, brochures are versatile and can be tailored to fit the specific needs of your business. They can include a wide range of information, from general overviews of your products or services to detailed descriptions of their features and benefits. This allows you to provide potential customers with the information they need to make an informed decision.

Finally, brochures are a physical and tangible form of marketing, which can make them more effective than other types of sales collateral. By holding a brochure in their hands, potential customers can get a sense of the quality of your products or services and the level of care and attention that you put into creating them.

Brochure templ

2. Case studies

By using case studies as sales collateral, businesses can provide potential customers with real-world examples of the value and effectiveness of their products or services.

There are several key benefits to using case studies as sales collateral. First, case studies help to educate potential customers about the capabilities and benefits of the products or services.

Second, case studies are often more compelling and convincing than other types of sales collateral, because they provide concrete examples of how a company's products or services have been used successfully in the past.

Finally, case studies are an excellent way to build trust and credibility with potential customers. By providing detailed and accurate information about a specific project or situation, businesses can show potential customers that they are knowledgeable and experienced in their field.

Case study template

3. White papers

White papers are typically longer and more detailed than other types of sales collateral, which allows businesses to provide potential customers with a more comprehensive and in-depth look at a specific topic or issue.

They are also often seen as authoritative and trustworthy sources of information, because they provide detailed and well-researched information. By using white papers as collateral in salesl, businesses can establish themselves as experts in their field and build trust and credibility with potential customers.

4. Sales presentations

A sales presentation is a visual and interactive way to provide potential customers with information about a company's products or services, and persuade them to make a purchase decision.

Sales presentations are engaging and interactive, which can help to hold the attention of potential customers and keep them interested in the information being presented. This can make sales presentations more effective than other types of sales collateral, which can be easy to overlook or ignore.

Sales presentations are also customizable and can be tailored to fit the specific needs of your business. This allows you to include only the most relevant and compelling information in your presentation, and to highlight the features and benefits of your products or services that are most likely to persuade potential customers to make a purchase decision.

Sales presentation

5. Proposals

A proposal is a document that outlines a specific solution to a problem or need that a potential customer has, and provides detailed information about how a company's products or services can be used to meet that need.

By addressing the specific problem or need that a potential customer has, businesses can show how their products or services can provide a solution and persuade the customer to make a purchase decision.

They are also a professional and formal way to present information to potential customers. By using a proposal as sales collateral, businesses can demonstrate their expertise and professionalism, and build trust and credibility with potential customers.

Proposal template

6. Reports

Sales representatives use reports to provide a value proposition and set of facts to support a sale. Reports are used in many industries, but they're especially important for companies who need to present complex information in order to sell their product or service.

Reports are an effective way to generate timely and accurate information, which can be used as sales collateral in order to convince business prospects.

In order to generate an effective report, it is important that the right questions are being answered. These questions must fulfill three purposes: they must be relevant to a business prospect or customer; they need to answer the prospect’s needs; and they need to provide actionable insights and value propositions.

Report templa

7. Sales playbooks

A sales playbook is a collection of sales strategies and tactics that a sales team can use to effectively engage and persuade potential customers. It can be used as sales collateral to provide guidance and support to sales representatives as they work to close deals.

The playbook may include information on the company's value proposition, customer personas, objections and how to overcome them, and common sales scenarios. It can be a valuable tool for both new and experienced sales reps, helping them to consistently deliver effective sales pitches and improve their overall performance.

Additionally, a sales playbook can help to ensure that all members of the sales team are on the same page and working towards the same goals.

8. Sales scripts

Sales scripts are pre-written sales pitches that sales representatives can use to guide their interactions with potential customers. They can be a valuable tool for sales reps, providing them with a structure and framework for their pitches, as well as helping them to overcome any potential objections that customers may have.

Sales scripts can be used as sales enablement collateral to provide guidance and support to sales reps, and can be customized to fit the needs of the specific product or service being sold. They can help sales reps to deliver consistent, effective pitches, and can be a valuable resource for both new and experienced reps.

Sales scripts can also help to ensure that all members of the sales team are using the same language and messaging when engaging with customers.

9. Customer fact sheets

Customer fact sheets are documents that provide detailed information about a product or service, and are designed to help potential customers understand the benefits and features of what is being offered. They can be used as sales collateral to provide potential customers with a comprehensive overview of the product or service, and can help to persuade them to make a purchase.

Customer fact sheets may include information such as pricing, technical specifications, customer testimonials, and comparisons to similar products or services. They can be a valuable tool for sales reps, providing them with a way to quickly and easily answer customer questions and address any concerns they may have.

Customer fact sheets can help to build trust and credibility with potential customers, making them more likely to make a purchase.

10. Sales pitch decks

A sales pitch deck is a presentation that sales reps use to pitch a product or service to potential customers. It is a visual representation of the sales pitch, and typically includes slides with images, graphs, and other visuals that help to explain and persuade the audience.

Sales pitch decks can be used as sales enablement collateral to provide sales reps with a structured and engaging way to present the product or service to potential customers. They can help to capture the audience's attention and interest, and can be customized to fit the specific needs of the product or service being sold.

Sales pitch decks can be a valuable tool for sales reps, helping them to stay on track and deliver a consistent, effective pitch to potential customers.

Sales pitch deck

11. Product sell sheets

A product sell sheet is a one-page document that provides detailed information about a product or service, and is designed to help potential customers understand the benefits and features of what is being offered. It can be used as sales collateral to provide potential customers with a quick and easy way to learn about the product or service, and can help to persuade them to make a purchase.

Product sell sheets typically include information such as pricing, technical specifications, customer testimonials, and comparisons to similar products or services. They can be a valuable tool for sales reps, providing them with a way to quickly and easily answer customer questions and address any concerns they may have.

12. Pricing guides

A pricing guide is a document that provides detailed information about the pricing of a product or service. It can be used as sales collateral to provide potential customers with a clear understanding of the costs associated with the product or service, and can help to persuade them to make a purchase.

Pricing guides typically include information such as different pricing tiers, discounts, and any additional fees or charges that may apply. They can be a valuable tool for sales reps, providing them with a way to quickly and easily answer customer questions and address any concerns they may have about the cost of the product or service.

Additionally, pricing guides can help to build trust and credibility with potential customers, as they provide transparency and can help to eliminate any confusion or uncertainty around the cost of the product or service.

13. Product demo videos

Product demo videos are short videos that demonstrate how a product or service works, and are designed to help potential customers understand the benefits and features of what is being offered.

Product demo videos may include a narrated explanation of the product or service, as well as footage of the product or service in action. They can be a valuable tool for sales reps, providing them with a way to quickly and easily show potential customers how the product or service works, and can help to overcome any objections or concerns they may have.

Additionally, product demo videos can be an engaging and attention-grabbing way to showcase the product or service, and can help to differentiate the company from its competitors.

14. Sales battle cards

Sales battle cards are documents that provide detailed information about a company's competitors, and are designed to help sales reps effectively respond to customer objections and questions about competing products or services. They can be used as sales collateral to provide sales reps with the information and arguments they need to overcome any objections or concerns that customers may have about the competition.

Sales battle cards may include information such as a comparison of the company's product or service to the competitor's offering, customer testimonials, and any other relevant information that can help to differentiate the company and persuade the customer to make a purchase.

They can be a valuable tool for sales reps, providing them with the knowledge and confidence they need to effectively respond to customer objections and questions. Sales battle cards can also help to ensure that all members of the sales team are equipped with the same information and arguments when engaging with potential customers.

How to design your sales collateral

Designing effective sales collateral involves considering the target audience, the goals and objectives of the collateral, and the information and data about the product or service being sold.

It is important to create a clear and compelling value proposition that resonates with potential customers, and to use visuals and graphics to effectively communicate information. Testing the sales collateral with a small group of potential customers can provide valuable feedback and help to identify any necessary adjustments.

Once the sales collateral is finalized, it should be distributed to the sales team and accompanied by training on how to use it effectively. Overall, the design of sales collateral should be tailored to the needs of the potential customers and aligned with the overall goals of the sales team.

How to create your sales collateral - best practices and tips

When creating sales collateral for your business, there are several key do's and don'ts to keep in mind.

  • First, do tailor the sales collateral to the needs of your target audience, and make sure it is aligned with the overall goals and objectives of your sales team.

  • Do use visuals and graphics to effectively communicate information and grab the attention of potential customers.

  • Do test the sales collateral with a small group of potential customers to gather feedback and make any necessary adjustments.

  • Don't overcomplicate the sales collateral, and don't include irrelevant or unnecessary information.

  • Don't use language or messaging that is overly promotional or aggressive, and don't be afraid to seek out professional help if you need it.

By following these do's and don'ts, you can create sales collateral that is effective and persuasive.

Takeaways

In conclusion, the best sales collateral examples are those that are tailored to the needs of the target audience, aligned with the overall goals and objectives of the sales team, and use visuals and graphics to effectively communicate information.

By considering these factors and following the do's and don'ts outlined in this article, businesses can create sales collateral that is engaging, persuasive, and effective. Testing the sales collateral with a small group of potential customers can provide valuable feedback and help to identify any necessary adjustments.

Ultimately, the best sales collateral is that which is able to effectively engage and persuade potential customers, and drive sales for the business.

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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