The Sales Collateral You Need

Without a sales team (or at least, someone acting as a sales team), it would be mighty challenging for a company to get any clients. Your salespeople instill trust in the buyer and help generate a positive customer experience – they’re essential. Accordingly, you want to set them up for success. A great way to do this? Create well-designed, informative sales collateral. With a solid product and the right materials in their arsenal, your sales team will be unstoppable.

The Difference Between Sales and Marketing Collateral

The end of the marketing funnel marks the beginning of the sales funnel, and each of these phases requires a different approach. Sales and marketing collateral, while similar in nature, serve very different purposes.

What the Collateral Is Used For

Marketing collateral is meant to be broad. It tells the potential customer how their problems can be solved, but more than that, it brings the company to the forefront of the consumer’s mind. Sales collateral, on the other hand, is much more direct. It tells the customer why your product is the best solution, informs them of the nitty-gritty details, and helps them evaluate their options so they can come to a final decision (ideally, one that ends with them buying your product).

When You Use the Collateral

Another difference between these two types of collateral is when they are used. Marketing materials are generally reserved for the earlier stages of the buyer’s journey, particularly the awareness and interest phases. During these stages, prospects are trying to find as much information as they can about the problem they are facing, but they aren’t quite ready to narrow down their search – they just want to know what their options are.

Sales collateral is most effective after the marketing materials have drawn the customer in. Sales content shows up during the decision and action stages of the buyer’s journey when the customer is weighing their options, digging deeper into what the company has to offer, and deciding whether or not to buy.

While marketing materials tend to cover only surface-level details about the product, sales materials get specific; they dive into pricing, features, real-world use cases, and more. While they aren’t great for introducing someone to the brand, they’re perfect for those who are already expressing interest; they’re the final push that drives a customer to purchase your product.

Common Types of Sales Collateral

There’s no finite list of what does and does not count as sales collateral. If a piece of content helps move a prospect through the sales funnel, that content qualifies. While we can’t include them all, here are a few of the most popular (and effective) forms of collateral your sales team can utilize:

Brochures

Whether printed or digital, brochures can be extremely useful when prospective customers are transitioning from the interest to the decision stage. They can compare offerings in depth or dive into one particular solution, often including product features, underlying technology, use cases, and for physical products, dimensions.

Balance aesthetics with functionality. A beautiful design legitimizes the company, but legibility and clarity are critical. Charts, graphics, and headings make information digestible.

Product Videos

It’s one thing to tell prospective customers why your product is great — it’s another to show them. Product videos can demonstrate how your offering solves real-world problems, encourage engagement, and build trust by showing it in action.

According to HubSpot:

• 94% of marketers say videos helped increase user understanding.
• 96% of people report watching explainer videos to learn about a product.
• 88% of those viewers were convinced to make a purchase.
• 78% have purchased an app or software after watching a video.

Testimonials

When a buyer is close to making a purchase, testimonials can tip the scales. They show that real people have solved their problems by using your product, reinforcing trust.

Case Studies

Case studies take testimonials further, offering a detailed account of a customer’s problem, chosen solution, and results. They’re invaluable for showing prospects how you’ve solved problems like theirs and building credibility through peer validation.

Sales Decks

As one of the earliest direct interactions with a prospect, a sales deck is a slideshow explaining your product and why the prospect needs it. It should outline the problem, present your solution, and highlight the benefits.

Tips for Making Your Sales Materials More Effective

Keep Your Branding Consistent

Use the same typefaces, imagery, and colors while maintaining a consistent value proposition, tone, and brand personality across all collateral.

Make Sure the Materials Are Current

Outdated materials can harm trust and accuracy. Check logos, phrasing, prices, product descriptions, and imagery regularly.

Collaborate Across Departments

Insights from marketing, customer service, and other teams can help sales tailor pitches and emphasize the most compelling features.

Streamline Your Sales Content Creation with Ashore

Before sending your sales collateral out, ensure it’s accurate, appealing, and up to date with a solid proofing process.

Ashore makes this easy with:

• Custom workflows to fit any team.
• Progress tracking via a centralized dashboard.
• Automatic reminders to review.
• Markup tools for contextual feedback tied to specific areas on a page.

With Ashore, users see proofs approved 50% faster — creating better final designs while saving time.

Ready to streamline your review and approval process?
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