How to Create Sales Materials That Help Agents Sell

Why materials matter more with external agents

When you have in house sales staff, they absorb product knowledge through daily exposure, team meetings, and hallway conversations. External commission agents do not have this luxury. They need comprehensive, well organised materials that enable them to sell your product confidently without constant hand holding.

The quality of your sales materials directly determines how quickly agents ramp up and how effectively they represent your brand.

The essential toolkit

1. Product one pager

A single page document that covers what your product does, who it is for, the key benefits, pricing, and how to purchase. This is the most frequently used document because agents can send it to prospects or reference it during conversations.

Keep it visual, concise, and focused on customer benefits rather than features. Nobody cares about your technology stack. They care about the problem you solve.

2. Pricing and commission sheet

A clear document showing the customer pricing, available packages or tiers, any discount authority the agent has, and how their commission is calculated for each type of sale.

Agents should be able to look at this sheet and instantly know how much they earn from any given deal.

3. FAQ document

Compile the 20 to 30 most common questions prospects ask, along with clear, conversational answers. This is the agent's safety net for questions they have not encountered before.

Include questions about pricing, implementation, support, contracts, competitors, and common objections. Update this document regularly based on feedback from agents about new questions they are hearing.

4. Objection handling guide

List the most common objections prospects raise and provide suggested responses for each. Not word for word scripts, but frameworks and talking points that agents can adapt to their own style.

Common objections include "it is too expensive," "we already have a solution," "we need to think about it," and "can you offer a discount?" For each, provide the logic behind the response and two or three ways to frame it.

5. Case studies or testimonials

Social proof is one of the most powerful selling tools. Provide agents with two to three customer success stories that demonstrate real results. Include specific numbers where possible, as "increased sales by 35% in three months" is far more compelling than "our customers love us."

6. Email and message templates

Give agents pre written outreach templates they can customise. Include templates for initial contact, follow up, proposal delivery, and closing. These templates should sound natural and conversational, not corporate or salesy.

Format and accessibility

Store all materials in a shared folder or platform that agents can access anytime. PDF format works for static documents. Google Docs or similar tools work well for documents that update frequently.

On Zepys, you can attach sales materials directly to your product listing, so agents have everything they need from the moment they start.

Updating your materials

Sales materials are never finished. Review them monthly based on agent feedback, changing market conditions, and new product features. The businesses that consistently update their materials see consistently better results from their agent network.

Ask your agents what is working and what is missing. They are on the front line with prospects every day, and their insights are more valuable than any internal assumptions.