Sales collateral includes any type of material that will help boost the sales process. These include, but are not limited to, case studies, one-pagers, videos, FAQ sheets, and competitor comparisons. These materials should be used to inform potential buyers of the solutions your business offers and to back up their sales pitch and proposals.
Sales collateral can help support the sales process by providing the buying decision-makers with the right information at the right time. Not to be confused with marketing collateral, which includes blogs, e-books, white papers, and more. Sales collateral should help the buyer decide and should be personalized for each prospect.
Buyers want to work with people they know, like, and trust. Sales collateral is an important and essential way to help develop that trust. Through your materials, you can showcase information that helps answer the buyer’s questions about your offerings. When you personalize the collateral, you demonstrate that you are committed to solving their particular problem and providing value. You should always be sure the information you provide in your sales collateral is factual and truthful. You do not want to tarnish your credibility and risk losing customers or clients by being less than honest.
Align with the buyer’s journey.
Make sure you know where the prospect is on their customer journey. This allows you to meet them where they are with appropriate information. Are they just beginning to gather details, still feeling out you and your company, or are they ready to commit today? You should typically share sales collateral while the prospect is in the consideration and decision stage. When it is time to send, you should be sure that it is customized and easy to access and read. You do not want to have your prospect experience any difficulty opening a document or downloading a file. A good best practice is alerting the buyer in advance that you are sending something useful their way.
Sales collateral should always add value to your prospect. Consider their specific needs, concerns, and pain points and customize collateral accordingly. Create a persona for them. If you send the same collateral to all your clients, you likely are not serving them as well as you could. Make sure you send sales collateral that focuses on the conversation you shared. For example, if the buyer mentioned a competitor, be sure to create a competitor comparison sheet. Help guide them on their decision to buy from you.
When you log onto meetings with buyers, make sure you and your team have the right sales collateral. Whether you bring a report or a product video, it will help contextualize your conversation, demonstrate the solution you offer, and answer any concerns. The goal is to engage and persuade your prospects to close the deal, so use your sales collateral wisely–and thrive.
Raine Digital can help you level up your marketing strategy. Reach out today for a free consultation!