How to Create Sales Materials for External Sales Agents

Agents sell better with the right materials

Giving external agents a product brochure and wishing them luck is not a sales enablement strategy. The materials you provide directly impact how confidently and effectively agents represent your product.

Think of your sales materials as the bridge between your product knowledge and the agent's selling ability. The better the bridge, the faster agents get productive.

The essential toolkit

One page product overview

Every agent needs a single page that explains what your product does, who it is for, and why it matters. This is the document they send to prospects after a conversation or use as a quick reference before a call.

Keep it visual. Use bullet points, not paragraphs. Include pricing if appropriate, or at least a pricing range. Make sure it has your branding and contact details.

Objection handling guide

List the ten most common objections prospects raise and provide clear, honest responses. This is the single most valuable document you can give an agent. It turns "I will get back to you on that" into confident, immediate answers.

Case studies and testimonials

Social proof sells. Provide two or three short case studies showing real results from real customers. Include specific numbers where possible. "Increased revenue by 35% in six months" is far more compelling than "our customers love us."

Competitor comparison

Agents will face competitors in every conversation. Give them a fair, factual comparison showing where your product wins and how to position against alternatives. Do not trash competitors. Focus on what makes you genuinely different.

Email templates and scripts

Provide templates for initial outreach, follow up messages, and proposal emails. These are starting points, not rigid scripts. Good agents will personalise them, but having a foundation saves time and ensures consistent messaging.

Make materials easy to find and share

Store everything in a central, accessible location. If agents have to dig through emails or shared drives to find a pricing sheet, they simply will not use it.

Zepys allows you to attach sales materials directly to your product listing, so every agent who joins has immediate access to everything they need.

Update regularly

Sales materials go stale fast. Review and update them quarterly at minimum. When you change pricing, launch a new feature, or win a notable customer, update your materials immediately and notify your agents.

Test what works

Ask your top performing agents which materials they use most. Double down on those. If nobody is using your 20 page product guide, replace it with something shorter and more practical.