The Knowledge Transfer Problem
You know your product better than anyone. You can explain its value in seconds, handle any objection, and tailor the pitch to any audience. But that knowledge is locked in your head. For your agent channel to succeed, you need to transfer that expertise into materials that let agents sell with the same effectiveness.
Start With the Customer's Language
The biggest mistake product owners make is writing sales materials in their own language instead of the customer's. Your prospect doesn't care about your technology stack or your proprietary methodology. They care about their problems and how you solve them.
Rewrite every piece of collateral through the lens of customer outcomes. Instead of "our platform uses AI powered analytics," say "you'll see which products are selling and which aren't, updated every hour." Concrete outcomes beat abstract capabilities every time.
The Essential Collateral Kit
At minimum, your agents need five things. A one page product overview they can email or hand to a prospect. A pricing sheet with clear terms and any available discounts. Three case studies showing measurable results for real customers. A comparison chart showing how you stack up against the top two or three alternatives. And a demo or video walkthrough they can share when they can't be in the room.
Making Materials Agent Friendly
Design your materials so agents can personalise them. Leave space for the agent to add their contact details. Create modular sections that can be rearranged depending on the audience. Provide editable versions alongside PDFs so agents can adapt the messaging for specific prospects.
Zepys lets you attach all of these materials to your product listing so agents always have access to the latest versions. When you update a case study or change pricing, every agent gets the new materials automatically.
Gathering Agent Feedback on Materials
Your agents are your frontline market researchers. After every major pitch or lost deal, ask what materials helped and what was missing. Keep a running list of requested content and prioritise creating the pieces that come up most often.
Keeping Materials Current
Outdated collateral is worse than no collateral. An agent who shares a case study with old pricing or a discontinued feature loses credibility with the prospect and with your brand. Set a quarterly review cycle for all sales materials and update anything that's changed.
The investment you make in great collateral pays dividends across every agent in your network. One hour spent creating a perfect one pager saves hundreds of hours of agent improvisation.