Why Sales Collateral Is Important—and What Types to Use

A piece of paper with infographics, on a wooden table.

Content marketing and sales are more closely related than people realize. Even though marketing and sales departments may have different quotas, meet in different conference rooms, and eat in different cafeterias, they both have the same goal: to drive revenue.

In fact, one of the most common complaints we hear from sales departments is, “I wish our content marketing was more sales-focused.” Enter sales collateral. Sales collateral is content specifically designed to advance potential customers along the sales funnel and convert them.

So what is sales collateral, and how do you write sales copy that sells?

Let’s take a look!

Why Is Sales Collateral Important?

Sales collateral equips your sales teams with the visuals, information, and proof points they need to respond to customer concerns, convey the value of your products or services, and close more deals.

It is the content that your sales team can point to and say, “Don’t just take my word for it…” and “Here is some information that will help you make your decision.”

Armed with good sales content and collateral, salespeople sell more and can do their jobs much more effectively. That’s why 81% of sales executives say content utilization is the top way to improve productivity, and why sales teams who work closely with their content marketing departments see 41% more success in reaching their quotas.

With that in mind, let’s dive into the different types of sales collateral, and how to use them for maximum effect.

Popular Types of Sales Collateral

1. Infographics

Infographics are short, visual, easily digestible pieces of content that use good design concepts to quickly convey information. 

In our short-attention-span culture, infographics work because customers can absorb them quickly. They sidestep the barriers that stifle whitepapers and solution briefs by letting prospects get in, learn something, get out, and get on with their lives. That’s why infographics are 30x more likely to be read in their entirety than blog posts or news articles.

2. Case Studies

“Yourself or someone like you” isn’t just the name of an alt-rock album from the ‘90s. It’s a great encapsulation of what makes case studies such effective sales collateral.

People love to hear testimonials from folks like them. And case studies tell Ms. Jane Q. Customer that you’ve already helped someone just like her before, their company was successful, and hers will be, too.

There’s nothing more powerful than saying, “Don’t take my word for it. Just ask our happy customers.”

3. Videos

How many emails have you deleted without reading today? This week? This year? Probably a lot.

But what if someone sent you a personal video message, addressed you by your name, and spoke directly to your concerns and questions? That’s a much more compelling piece of sales collateral.

And with script copy that hits all the right notes, it’s one that salespeople love using to make authentic connections and build customer relationships.

4. Blogs

Blogs are extremely versatile. If your sales team reports back that they’re hearing customers ask about how to use your product for a specific use case, or how customers in a certain industry can benefit, or even how your product can help with a hot new trend, blogs let you address those topics directly.

They are the perfect opportunity to align content marketing and sales and create a positive feedback loop between what you’re writing, and what your customers want to read.

What Makes Good Sales Collateral?

To write sales copy that sells, it needs to be specific and authentic.

Specific, in that it should be highly targeted by industry, customer size, region, and so forth. Generic copy and collateral just won’t move the needle. Customers want to know that you can help them, not just some customer.

Authentic, in that it should speak directly to the needs, concerns, and goals of your customer. Show that you understand them, their daily duties, what keeps them up at night, and what success looks like for them. Speak their language and show them that you can be a trusted partner, a real asset to guide them on their journey from discovery to success.

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Ready to take your sales collateral to the next level and start using sales copy that sells? Talk to Wordsmithie today, and we’ll help you go from salutations to sold.

ABOUT Jason Rogers

A graduate of the College of William & Mary and La Sorbonne, Jason has worked in content marketing all over the world, serving as Director of Digital Marketing for the Chinese Language Institute in Guilin, China. Based in Washington, D.C., Jason covers the National Hockey League as a credentialed reporter and television analyst; he has wordsmithed for high-visibility institutions and companies from the United States Congress to Google. He loves hockey, hip-hop, and original hyperbole.