Sales literature and tools help you communicate and strengthen your messages. They’re also known as “marketing communications” or “collateral” and they may include:
The printed word can carry a lot of credibility, so your materials are important tools in your arsenal. They reinforce your brand and can create a lasting impression on your market if done well. Plus a single printed piece can reach multiple decision makers when your primary contact passes it along.
Good sales literature and tools are tightly integrated with your sales process. Rather than inundating a prospect with all of your information at once, break that information into distinct pieces that answer a prospect’s key questions at a specific stage in the process.
As a result, your prospects can quickly absorb what’s most relevant, make decisions more quickly and move to the next stage.
|Best Case||Neutral Case||Worst Case|
|Your sales literature and tools are strong elements in your arsenal.
They convey your brand, speak directly to your prospects, and deliver the right amount of information at the right time.
They truly help you move prospects forward as quickly as possible.
|Your sales literature and tools are typical and general.
They convey much of the information your prospects need, but lack the singular focus to be as effective as they could be.
|Your sales literature and tools don’t support your brand or value proposition – they’re working against you.|
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Develop your sales tools and literature after you’ve created your brand strategy, corporate identity and messages. You may also identify the need for new materials when you write your annual marketing plan.
If you think your existing literature and tools could be more effective, take inventory:
List the steps of your sales process, then
To develop your content, focus on the singular purpose of each piece.
Make sure everyone knows the purpose of each piece and when to use it.
If you think your website could be stronger, it’s a logical next step. Like sales literature, your site should support your sales process, deliver valuable information and reinforce your brand. It can also be used for a wide variety of marketing campaigns.
EVERYTHING YOU NEED FOR YOUR SALES LITERATURE PROJECT
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