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The development and refinement of sales-collateral represents a key, yet relatively neglected element of constructing an efficient selling system. Sales collateral refers to the pieces of content including print materials and other media which the sales team utilizes in order to convey value propositions, address pain points experienced by customers, and finally secure purchase decisions.
A narrative is needed at the heart of an effective sales collateral. It cannot be denied that telling a compelling story through every collateral piece including brochure, presentation, or case study is essential. The selling point of this story should not just describe why the potential customers, who belong to a specific group of people, will buy the advertised product or subscribe for the service, but it must explain how the problem of the target audience can be solved by that product. A consistent messaging approach across all collaterals helps maintain one voice for a brand which builds trust within the potential customer’s mind that will ultimately lead to an order.
The most important element in sales collateral is the presentation of impressive product information. Sales representatives and customers are also assisted by clear and comprehensive product information presented in user manuals, specifications and FAQs. Good product documentation makes it easy for sellers to explain how their products work and what are their advantages over similar ones. Additionally, they help in enhancing after sale customer satisfaction since the user is able to derive optimum value out of using it.
Equally important the company needs to develop attractive collateral that is professional in nature. Images, colours, the right spacing, and other visual aspects of sales material play major role. The appeal of aesthetic collateral attracts and improves the perceived value of a product or a service.
The second factor considered involves tailoring sales collateral according to various stages of the buyer’s journey. Content and format of collateral should resonate with information requirements of target customers for different stages — from awareness and consideration through to the decision making. Whitepapers, e-books, use cases, webinar write ups, and detailed articles, such as case studies and comparison guides, are examples of educational content that may be used to nurture leads in the early stages.
With respect to digitalized connection in this era, presenting online collateral is also becoming important. Channels for distributing digital collateral include websites, social media platforms and email campaigns which increase the strength and effect of marketing communication. Quizzes, demos and feedback forms are interactive elements engaging the potential customer and bringing them into. Technology today also allows for monitoring and analysing the interaction of readers to the online collateral.
Sales collateral has to be flexible enough for different means of communication. Sales teams operate different ways of engagement such as personal interactions, virtual presentations, and emails. The collateral should be adaptable and flexible in order to make it appropriate for various circumstances and successful under any business environment.
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