What is a Sales Collateral? (Explained With Examples)

08 November 2023

What is a Sales Collateral? (Explained With Examples)

Sales collateral refers to materials and resources that are created and used to support the sales process. These materials provide information about a product or service and are designed to enhance the salesperson's ability to communicate the value and benefits to potential customers. In this article, we will explore what sales collateral is, its definition, advantages, disadvantages, and provide examples of how it is used in different contexts

1. What is a Sales Collateral?

Sales collateral is a collection of materials, both physical and digital, that salespeople use to present and promote products or services to potential customers. These materials can include brochures, case studies, white papers, product demos, presentations, and more. The purpose of sales collateral is to provide information, answer questions, and persuade prospects to make a purchase

1.1 Definition of a Sales Collateral

Sales collateral can be defined as any tangible or digital content that salespeople use to convey information about a product or service to potential customers. The content is carefully crafted to highlight key features, benefits, and differentiators, with the aim of influencing the customer's purchasing decision.Sales collateral can be categorized into two main types: printed materials and digital content. Printed materials can include product brochures, flyers, and catalogs, while digital content encompasses presentations, videos, and interactive demos

1.2 Advantages of a Sales Collateral

Sales collateral offers several advantages for both salespeople and potential customers. Firstly, it provides a consistent message and ensures that the sales team presents accurate and up-to-date information about the product or service. This helps to build credibility and trust with the customer.Secondly, sales collateral allows salespeople to tailor their presentations to the specific needs and interests of each prospect. They can select and share relevant materials in real-time, addressing any concerns or objections the customer may have.Additionally, sales collateral can serve as a reference for customers after the sales pitch. They can review the materials in their own time, reinforcing the value proposition and facilitating their decision-making process.Moreover, sales collateral can also be used as a tool for lead generation. By offering valuable content such as e-books or industry reports, salespeople can capture potential customers' contact information and nurture them through the sales funnel.Furthermore, sales collateral can be repurposed and customized for different target audiences or market segments. This flexibility allows sales teams to effectively engage with diverse prospects and adapt their messaging accordingly

1.3 Disadvantages of a Sales Collateral

While sales collateral has many advantages, it is important to consider its potential disadvantages. One possible drawback is the risk of overwhelming the customer with too much information. If the salesperson bombards the customer with numerous materials, it can lead to confusion and make it harder for the customer to make a decision.Another disadvantage is the possibility of relying too heavily on sales collateral and neglecting the importance of personal connection and relationship-building. While sales collateral is a valuable tool, it should not replace the need for effective communication and rapport between the salesperson and the customer.In addition, sales collateral may require significant time and resources to create and maintain. From designing brochures to producing videos, the production process can be time-consuming and costly. Therefore, organizations need to carefully allocate their resources and ensure that the return on investment justifies the effort put into creating sales collateral.Furthermore, sales collateral may become outdated or irrelevant if not regularly updated. In fast-paced industries, products and services evolve quickly, and sales collateral needs to keep up with these changes. Failure to update sales collateral can result in miscommunication and missed opportunities.Lastly, sales collateral may not always resonate with every customer. Different individuals have varying preferences for consuming information, and some may prefer more interactive or personalized experiences. Salespeople need to be adaptable and ready to adjust their approach based on the customer's preferences and needs.In conclusion, while sales collateral offers numerous advantages, it is crucial to strike a balance between providing valuable information and overwhelming the customer. Salespeople should leverage sales collateral as a tool to support their communication efforts, while also prioritizing personal connection and relationship-building with potential customers. Regular updates and customization of sales collateral are essential to ensure its effectiveness and relevance in the ever-changing business landscape

2. Examples of a Sales Collateral

Now that we have explored the concept of sales collateral, let's take a look at some examples of how it is used in different contexts

2.1 Example in a Startup Context

In a startup context, sales collateral could include a pitch deck that outlines the company's vision, mission, and product offerings. This deck would likely include information about the problem the startup solves, the target market, competitive advantages, and funding milestones.A startup may also create case studies or success stories that highlight how their product or service has helped other customers achieve their goals. These materials would demonstrate the value and impact the startup can deliver.Furthermore, sales collateral in a startup context may also include brochures or one-pagers that provide a concise overview of the company and its offerings. These materials can be distributed at networking events or used as leave-behinds after meetings with potential investors or partners

2.2 Example in a Consulting Context

For a consulting firm, sales collateral might consist of industry reports or white papers that showcase their expertise and thought leadership. These documents could delve into industry trends, challenges, and potential solutions, positioning the consulting firm as a trusted advisor.In addition, the consulting firm may develop templates or toolkits that offer practical guidance to potential clients. These resources could include checklists, frameworks, or step-by-step guides to help businesses navigate specific challenges.Moreover, sales collateral in a consulting context may also include client testimonials or success stories that highlight the firm's track record of delivering results. These materials can be powerful in building trust and credibility with potential clients

2.3 Example in a Digital Marketing Agency Context

In the context of a digital marketing agency, sales collateral could include a portfolio showcasing previous campaigns and results achieved for clients. This portfolio might include before-and-after metrics, testimonials, and visual examples of creative work.The agency may also develop case studies that delve into the strategy and tactics employed to drive success in different industries. These case studies would highlight the agency's expertise in areas such as search engine optimization, social media marketing, or content creation.Additionally, sales collateral in a digital marketing agency context may also include industry benchmarks or research reports that provide insights into the latest trends and best practices. These materials can position the agency as a knowledgeable and up-to-date partner for potential clients

2.4 Example with Analogies

To illustrate the importance of sales collateral with an analogy, imagine a salesperson as a tour guide and sales collateral as a detailed map and guidebook. The tour guide relies on the map and guidebook to provide accurate directions, highlight points of interest, and enhance the tourist's experience. Similarly, sales collateral supports the salesperson by providing valuable information and guiding the customer toward making an informed purchasing decision.Furthermore, sales collateral can be likened to a toolbox for a salesperson. Just as a toolbox contains a variety of tools for different purposes, sales collateral provides a range of materials that can be used strategically depending on the specific needs of the sales process. From pitch decks to case studies, brochures to industry reports, each piece of collateral serves a unique purpose in engaging potential customers and driving sales.In conclusion, sales collateral plays a vital role in the sales process by providing information and support to salespeople and potential customers. It enhances communication, builds credibility, and helps influence purchasing decisions. With the right mix of materials, sales collateral can effectively showcase the value proposition and differentiate a product or service. Use it strategically, but always remember the importance of personal connections and effective communication in the sales journey.

About the author
Arnaud Belinga
Arnaud Belinga
Arnaud Belinga is the Co-Founder & CEO at Breakcold. He talks about Sales CRM use, marketing & sales. He loves Surfing 🏄‍♂️ & Skateboarding 🛹️.
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