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Sales Collateral
Sales collateral refers to a collection of materials and documents designed to support the sales process by providing relevant information and persuasive content to potential customers.
These materials are crafted to effectively communicate the value proposition of a product or service, address customer needs, and ultimately facilitate the decision-making process.
What is sales collateral?
Sales collateral refers to a collection of marketing materials and resources designed to support the sales process, providing information and assets that aid in the communication and promotion of a product or service.
What best practices should be followed in creating and managing sales collateral?
Best practices in creating and managing sales collateral:
- Audience-centric approach: Tailor collateral to address the needs and interests of the target audience.
- Consistency: Ensure a consistent look, feel, and messaging across all collateral materials.
- Clear messaging: Communicate value propositions and key messages succinctly and clearly.
- Visual appeal: Use engaging visuals and design elements to capture attention.
- Mobile responsiveness: Optimize collateral for various devices, including mobile platforms.
- Version control: Implement version control to avoid outdated or inconsistent collateral.
- Accessibility: Make collateral easily accessible to sales teams through a centralized repository.
- Feedback mechanism: Establish a system for collecting feedback from sales teams to improve collateral effectiveness.
What is sales enablement collateral?
Sales enablement collateral refers to curated content, tools, and resources used by sales teams to engage prospects, answer objections, and close deals effectively. This includes case studies, product sheets, email templates, and pitch decks that support each stage of the buyer’s journey. It aligns marketing and sales efforts to empower reps with timely, relevant materials.
Does sales collateral include digital?
Yes, sales collateral includes digital formats. In today’s sales environment, sales enablement collateral often takes the form of eBooks, videos, landing pages, webinars, interactive demos, and email sequences. Digital content increases accessibility and allows real-time tracking and personalization.
How to build sales collateral?
To build effective sales collateral, follow these steps:
- Understand your audience – Identify buyer personas and their pain points.
- Align with the sales cycle – Create content that maps to awareness, consideration, and decision stages.
- Collaborate with sales – Gather input from your sales team on what content helps close deals.
- Ensure brand consistency – Maintain a consistent tone, design, and messaging.
How to organize sales collateral?
Organizing sales enablement collateral improves efficiency and access. Use content management systems or sales enablement platforms to:
- Categorize by buyer journey stage or content type
- Use clear naming conventions
- Set permissions and tagging for easy searchability
- Keep outdated materials archived or removed
How to prepare for sales collateral?
Preparing for sales collateral involves strategic planning:
- Conduct a content audit to assess what exists
- Identify gaps in the buyer journey
- Prioritize content creation based on sales needs
- Create templates to streamline design and messaging
How to track sales collateral materials?
Tracking sales collateral is essential for measuring impact and ROI. Use CRM integrations, document analytics tools, or sales enablement platforms to:
- Monitor views, shares, and downloads
- Measure engagement (e.g., time spent on content)
- Collect feedback from sales teams
- Optimize future content based on performance
How is sales collateral tailored for different stages of the sales funnel?
Tailoring sales collateral for sales funnel stages:
- Awareness stage: Collateral focuses on introducing the company and creating brand awareness. Brochures, introductory videos, and infographics are effective.
- Consideration stage: More detailed content is provided. Case studies, product sheets, and in-depth whitepapers help prospects understand the value of the offerings.
- Decision stage: Collateral becomes more personalized. Proposal templates, customized demos, and testimonials play a crucial role in convincing prospects to choose the company's solution.
Employee pulse surveys:
These are short surveys that can be sent frequently to check what your employees think about an issue quickly. The survey comprises fewer questions (not more than 10) to get the information quickly. These can be administered at regular intervals (monthly/weekly/quarterly).
One-on-one meetings:
Having periodic, hour-long meetings for an informal chat with every team member is an excellent way to get a true sense of what’s happening with them. Since it is a safe and private conversation, it helps you get better details about an issue.
eNPS:
eNPS (employee Net Promoter score) is one of the simplest yet effective ways to assess your employee's opinion of your company. It includes one intriguing question that gauges loyalty. An example of eNPS questions include: How likely are you to recommend our company to others? Employees respond to the eNPS survey on a scale of 1-10, where 10 denotes they are ‘highly likely’ to recommend the company and 1 signifies they are ‘highly unlikely’ to recommend it.
Based on the responses, employees can be placed in three different categories:
- Promoters
Employees who have responded positively or agreed. - Detractors
Employees who have reacted negatively or disagreed. - Passives
Employees who have stayed neutral with their responses.
