Sales Collateral: What is it, and how to automate it with AI

min read
Anita Kirkovska

Are you looking to close more sales deals?

Sales collateral is a great way to do that.

It is an important part of the sales process, and can help make or break a sale.

In this blog post, we’ll discuss what sales collateral is, how to leverage it to win more deals, and the benefits of AI-powered sales collateral.

What is sales collateral?

Sales collateral refers to any marketing materials that are used to support the sales process, such as brochures, one-pagers, flyers, presentations, and case studies.

Developing quality sales collateral can help you effectively communicate the value of your product or service to potential customers and persuade them to make a purchase.

How to develop quality sales collateral?

Creating quality sales materials is a key part of the sales process,.

Using these documents you need to demonstrate the value of your product or service to potential customers and move them through the purchase process.

Here are some suggestions for creating high-quality sales materials:

1. Define your target audience

It's important to understand who your potential customers are and what they care about. Based on these parameters, you need to adapt your sales collateral.

2. Identify the key messages you want to convey

Determine the key points you want to make about your product or service, or make a list of the specific needs for your customers.

3. Keep it simple

Avoid using jargon or marketing fluff that may be confusing or annoying to your audience. Use clear, concise language to get your message across.

4. Use visually appealing design

Use graphics, images, and layout to make your materials more appealing and easier to read. The content is more important than design, but clean design helps share the message accross.

5. Include social proof

Include customer testimonials or case studies to provide evidence of the value and effectiveness of your product or service. Include case studies that are closely related to a specific customer.

Types of sales collateral?

There are many types of sales collateral for different stages of the sales cycle.

1. For lead generation

Materials at the top of the funnel are used to create awareness about the product.

Blog posts, customer stories, are the obvious ones.

White papers, for example, are a research-based document that provides an in-depth look at a specific topic. You can include these documents in your pages to collect emails and intent from your visitors.

Infographics are similar, visual representation of data and information that makes complex topics easier to understand.

2. For middle and bottom of sales funnel

Materials at the bottom of the sales funnel are used to help the customer to evaluate and then purchase the product.

Buyers' guides are a great sales collateral document to help move the prospect to customer.

They are short, concise documents that provide potential buyers with the information they need to make informed decisions about a product or service. These guides typically include pricing, feature comparisons, and specifications.

They are particularly useful for B2B sales, as they allow potential buyers to quickly and easily evaluate the offerings of different vendors. Buyers' guides can also be used to help customers make informed decisions when purchasing complex products or services, such as software or consulting services.

These documents are typically written in a clear, easy-to-understand language that allows customers to quickly compare different offerings. Buyers' guides can also include details such as customer testimonials and case studies, which can help to further demonstrate the value of a product or service.

Demo videos and ROI calculators are other sales collateral options, that can be used to motivate a prospect to purchase the product.

Put simply, sales collateral can be any content that sales reps use to tell a story, educate their prospects and move them through the buying process.

But what happens when you enhance these sales materials with AI?

Suddenly, your sales team has access to all the resources they need to make more informed decisions and close more deals – with less effort!

How can AI help with sales collateral ?

Sales collateral can be greatly improved with the help of AI.

If you're targeting a specific target audience, you need to customize your materials. AI can help with customization and can tailor the content to the specific needs and interests of each customer.

In also improves of efficiency, because it takes out manual tasks for Account Executives, and saves them time to focus on other more important tasks, such as building a relationships or bringing new leads into the pipeline.

Finally, with AI you can produce these materials at a scale, while still keeping the content relevant and super personalized for each customer.

Create custom sales collateral at scale, with AI

One very important sales collateral are Buyers' guides or also commonly called one-pagers. These documents will gather the relevant buyer information from every Zoom call and generate a one-pager to summarize it. You only need to review it, and send it out!

There is no added friction to the already busy schedule for Account Executives.

Anita Kirkovska
8+ years working as a growth lead for various startups. 2 exits. Now building sales tools to enable the buyer.