The Purpose of Sales Collateral
Sales collateral exists for one reason: to help close deals. Every brochure, one pager, case study, and proposal should move the buyer closer to a decision. If a piece of collateral does not serve this purpose, it is a distraction.
The Essential Kit
At minimum, you need five pieces of collateral: a one page product overview, a pricing summary, two or three case studies, a competitive comparison, and a proposal template. These materials cover the key questions buyers ask throughout their evaluation process and give your sales team or agents the tools they need to respond confidently.
Writing for the Buyer
Write collateral from the buyer's perspective, not yours. Instead of listing features, describe outcomes. Instead of technical specifications, explain business impact. Use language your buyers use when they talk about their challenges. If you are unsure how buyers talk, review sales call recordings or ask your agents what language resonates.
Designing for Scannability
B2B buyers are busy. They will not read dense paragraphs of text. Use headers, bullet points, bold text, and visual elements to make your materials scannable. The most important information should be visible within three seconds of opening the document.
Keeping Materials Current
Outdated collateral undermines credibility. Review and update your materials quarterly. Remove case studies from companies that are no longer customers. Update pricing if it has changed. Refresh competitive comparisons as the landscape evolves.
Distributing to Your Network
Your sales collateral is only valuable if the people selling your product can access it. Zepys provides a centralised location where product companies can share materials with their entire agent network. When you update a document, every agent gets access to the latest version immediately.
Testing and Improving
Track which pieces of collateral get used most frequently and which are associated with closed deals. Ask your sales agents what materials they wish they had. Use this feedback to continuously improve your collateral library so it stays relevant and effective.