Historically, the term sales collateral referred to one-sheets and brochures that often hung on a wall, and when the sales team met with a client or prospect, they would grab a one-sheet to help build their case—and it worked great! In the 21st Century, you need more.
Today, sales collateral has expanded to include digital assets such as email templates, PDFs, and e-newsletters. While the ultimate goal of these materials is the same, to give prospective buyers the information they need to decide to buy a product or service, it’s important to develop an array of content that targets every step of the buyer’s journey.
4 Pieces of Sales Collateral Every Sales Department Needs
With the popularity of online sales development, most sales collateral is now available digitally. This also means competition is even more fierce, and the buyer’s attention span continues to grow shorter.
These four pieces of sales collateral will help you and your team target every stage of the buyer’s journey. Don’t skip number three!
1. An Explainer Video
An explainer video is 30 to 60 seconds in length and talks about what your product or service does. They’re an excellent medium to show things on a timeline and explain how you get results for your clients.
A picture is worth a thousand words, and it certainly is when it can bring your process to life. New business doesn’t know what it’s like to do work with you. They have no idea what the first step is or what the experience generally looks like. An infographic gives your prospect or new business customer a clear picture of the typical way clients work with you and what to expect.
3. A Case Study Video
Case studies are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality. A case study video showcases a customer that gets great ROI from your product or service— the hero is your customer and the results they are getting. New business prospects will picture themselves as that customer; it’s like an instant word-of-mouth review!
4. A Well-Written eBook
Creating great content is one of the best ways to reach out to prospects and generate leads. Writing an eBook on a topic common to the clients you’re calling on, positions you as a thought leader, and showcases your authority on the subject.
Prospects will interact with your sales collateral throughout their entire buying journey. While it might not always seal the deal, inaccurate or inaccessible sales collateral can be destructive to your sales process. Use these four pieces of collateral to help create more meaningful relationships with your prospects and drives revenue for your business.