Materials that actually get used
Many businesses create sales materials that look beautiful but sit unused in a shared folder. Effective sales materials are the ones agents actually pull up during customer conversations. The key is creating collateral that answers real questions and helps close real deals.
Essential materials
One page product overview
A single page that explains what your product does, who it is for, and why it matters. This is the agent's go to document when someone asks "what do you sell?"
Keep it visual with short paragraphs, bullet points, and clear headings. Include your value proposition, three to five key benefits, and a clear call to action.
Pricing sheet
A clear, professional document showing your pricing options. If you have different tiers or packages, lay them out in a comparison format. Include what is in each tier and the commission the agent earns.
Agents need to talk about pricing confidently. A well designed pricing sheet removes hesitation.
Case studies
Nothing sells like proof. Create two to three case studies featuring real customers (with permission) that demonstrate the results your product delivers. Structure each case study as problem, solution, result.
Include specific numbers where possible. "Reduced customer acquisition costs by 40 percent" is more convincing than "significantly improved efficiency."
FAQ document
Compile the twenty most common questions prospects ask and provide clear, honest answers. This is the material agents will reference most frequently during sales conversations.
Include questions about pricing, implementation, support, and common concerns. Be straightforward with the answers. Evasive or vague responses undermine agent confidence.
Competitive comparison
A factual comparison of your product against the top two or three alternatives. Be honest about where competitors are strong and highlight where you are genuinely better. Agents who can discuss competitors knowledgeably earn prospect trust.
Email templates
Provide templates for common email scenarios: initial outreach, follow up after a meeting, proposal cover letter, and post sale welcome. Agents will customise these, but having a starting point saves time and ensures key messages are included.
Format and accessibility
Digital first. Create materials as PDFs and web pages, not printed brochures. Agents need to access and share them from their phones and laptops during conversations.
Easy to find. Organise materials logically and keep them in one accessible location. If agents cannot find what they need in 30 seconds, they will not use it.
Mobile friendly. Many agent conversations happen on the go. Ensure materials display well on mobile devices.
If you manage agents through Zepys, the platform provides a central location for all sales materials, making distribution and updates seamless.
Keeping materials current
Outdated materials are worse than no materials. They lead to incorrect promises and embarrassing corrections. Set a quarterly review cycle and update materials whenever pricing, features, or competitive positioning changes.
Notify agents when materials are updated and highlight what changed. This prevents them from using old versions with outdated information.
Testing what works
Ask your top performing agents which materials they use most and which they find less helpful. Their feedback is the best guide for what to create next and what to improve.
If a particular case study consistently helps close deals, create more like it. If nobody uses your product overview because it is too generic, rewrite it to be more specific and practical. Let agent feedback drive your collateral strategy.