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Sales collateral is an essential tool for any successful salesperson. It helps provide customers with clear and compelling information about a product or service that can help persuade them to make a purchase. Whether you are creating brochures, flyers, or digital presentations, having high-quality sales collateral can be the difference between closing the deal and losing out to the competition. This blog covers everything from understanding sales collateral to tips and tricks for creating the most effective sales collateral. So, if you want to increase your sales, read on to learn all you need about sales collateral.

What Is Sales Collateral?

Sales collateral is marketing content used to support the sales team to reach prospective customers and close more deals. It is often used at the decision-making stage when customers are ready to purchase. Sales collateral typically consists of traditional brochures, business cards, demo videos, eBooks, newsletters, blog posts, direct mail or postcards, leaflets, sales sheets, and printed papers. It is different from marketing collateral because it is specifically created to generate leads and support the sales process.

It can be used to inform prospective customers about products and services. It should provide detailed information to help them make an informed buying decision. By creating content that educates prospects about their product offerings, businesses can demonstrate their expertise and build trust with potential customers. Additionally, sales collateral can be used to help customers understand how their products can help meet their needs. By having a variety of materials on hand to refer to during customer conversations, salespeople can be more prepared and confident when engaging with prospects.

What Are the Different Types of Sales Collateral?

Traditional sales collateral


Brochures and catalogues are one of the most common types of sales collateral. They are essential to any business’s marketing strategy as they provide prospective customers with critical information at the decision-making stage. Brochures and catalogues can be used to showcase a company’s products, services, and capabilities.

Traditional brochures are printed on high-quality paper and feature company logos, images, contact information, and other pertinent information. They can also feature product or service descriptions, advantages, customer testimonials, and more. The goal of traditional brochures is to create an immediate impression with the customer and entice them to learn more about the company.

Direct mail/postcards

Direct mail, also known as postcards, is a type of sales collateral that is effective for marketing content. It provides an easy way to get your message in front of prospective customers and can be used in the decision-making stage. Postcards can include traditional brochures, business cards, or even demo videos. Direct mail is an effective form of marketing collateral as it is less intrusive than emails and more tangible, which makes it easier to maintain customers’ attention, as they can hold onto the card until they need to make a decision. By having physical evidence of your company, you can stand out from the competition.

If you want to promote your business, demo videos can also be used instead of leaflets to provide a more engaging way to market your product or service. They are a great way to introduce your product or service to prospective customers and get them interested in your offer. With the right design and information, leaflets can be a powerful marketing tool to help you close more deals. Choosing the types of sales collateral that best suit your needs is vital. Some companies may opt for more traditional brochures depending on the decision-making stage.

Additionally, some businesses may include other forms of marketing collateral, such as marketing content, infographics, photos, or printouts. No matter which type of sales collateral you decide to use, ensure it is well-designed and informative so it resonates with prospective customers. That way, it will help boost customer engagement and increase conversions.

Sales sheets

Sales sheets are highly effective marketing collateral because they are concise. They don’t require prospective customers to wade through pages of information like a typical brochure or eBook; they simply provide the necessary details in an organized format. Sales sheets are also relatively inexpensive compared to other types of marketing content, such as print ads or radio spots.

Overall, sales sheets are an invaluable type of sales collateral that should be included in any company’s marketing strategy. Not only do they provide prospective customers with valuable information in a concise format, but they are also cost-effective. As such, they should be used whenever possible to help close more deals. However, sales sheets aren’t the only type of sales collateral you need to get your message across. Prospective customers often need to hear it from multiple sources before making their decision.

That’s where other types of sales collateral come into play. Traditional brochures, business cards, demo videos, and webinars are all marketing collateral that can help move prospects through the decision-making stage and on to purchase. No matter what product you offer, it’s important to have various marketing content available to show off its features and benefits. All of this creates a powerful toolkit for generating more leads and converting them into paying customers.

Printed white papers

Printed white papers stand out from traditional brochures, business cards, and demo videos as marketing collateral that speaks to prospects in an authoritative voice. They are longer, more in-depth marketing content that provides buyers with extensive research, analysis, and data about your product or service. As such, they make a powerful impression on potential customers and help to build your brand’s reputation.

White papers are an effective way to demonstrate your knowledge and expertise to your prospects. They can also help you generate more leads and close more deals. Additionally, they are an excellent way to boost organic search rankings and make your brand more visible outline. They can be used in a variety of ways. They can be printed in bulk for distribution at trade shows or mailed out individually to potential customers. They can also be added to blog posts, newsletters, and eBooks to provide readers with further insights into your products or services. No matter how you use them, printed white papers are an essential tool for any business looking to reach new prospects and capture their attention.

Electronic sales collateral

Business website

The business website is one of the most important types of sales collateral for any company. It serves as an online representation of your business and is often the first point of contact for prospective customers. It should provide visitors with key information about your products, services, or brand in order to engage them and move them through the decision-making stage.

Your business website should be tailored to match your marketing collateral and should include marketing content such as traditional brochures, business cards, demo videos, and other visuals. This will give your prospective customers the opportunity to learn more about your products and services and understand what makes your company unique. By providing detailed information on your business website, you can help prospective customers make informed decisions and confidently select our product or service.

Additionally, it’s a good idea to have different types of sales collateral available that are tailored to different stages of the customer journey. For example, having an FAQ page where prospects can quickly find answers to common questions during their research phase, as well as traditional brochures and business cards for when they’re ready to purchase. Providing demo videos also helps prospects better visualize how your product works so they can become comfortable with making a purchase. Having all these types of marketing content available makes it easier for prospects to transition through the decision-making stage.

Sales videos

Sales videos can be used to show off your company’s culture and values, which can be beneficial if you’re targeting a specific demographic. By showcasing what it’s like to work with your company, you can give potential customers a better idea of who you are as a business and help them decide if you’re right for them.

Additionally, types of sales collateral such as traditional brochures and business cards are still important tools in the marketing arsenal when it comes to informing prospective customers about your products or services. When properly utilized, they can help companies reach their target markets more effectively and efficiently. 


Including eBooks in your overall sales collateral strategy can be extremely helpful in demonstrating your product’s value and helping to close more deals. Prospective customers will be able to learn more about your offering and have access to a valuable resource that they can take with them as they move through the decision-making process. When writing an eBook, be sure to include details on what you stand for, what you do best and why you’re the best option for their needs.

In addition, using eBooks for business purposes leads to increased customer engagement. They can provide customers with more interactive content that allows them to access additional information as they read. The interactive element can help customers better understand the message behind the text or product, increasing overall satisfaction and loyalty from readers.

Blog posts

Blogs are one of the most important assets any business can have as they provide prospective customers with marketing content that helps them make informed decisions during the decision-making stage. Businesses can use blog posts to showcase their expertise and educate prospects about their offerings. They can be more effective than traditional brochures or business cards, as they allow businesses to convey more information and add visuals such as images and demo videos. Additionally, they can be used to supplement other forms of marketing collateral like eBooks, newsletters, and leaflets.

In summary, blog posts are an effective form of sales collateral that can help businesses reach more potential customers and demonstrate their expertise. With well-crafted blog posts, businesses can provide customers will valuable information that will help them make informed decisions about their purchases.


By consistently providing helpful information through newsletters, you can establish your business as an expert in your industry and help drive more sales. This is why it’s important to have a newsletter as part of your sales collateral mix. You can use the content from the newsletter to target prospective customers who are in the decision-making stage. Ensure that your newsletter speaks to a specific target market so that you can better engage with potential customers and increase their chances of closing a deal.

Utilizing newsletters in your business allows you to easily keep your customers informed about the latest news and updates, product offerings, promotions, events, and more. With a well-crafted newsletter, you can inform customers of any new products or services available from your company, as well as remind them about upcoming events and special offers. This keeps your brand top of mind for existing customers, helping them stay loyal and providing an easy way to attract new customers.

Newsletters also provide an excellent platform for marketing campaigns. You can use it to target specific customer segments with targeted messages tailored specifically to their interests. Through this, you can promote new products or services and boost engagement with current offerings. Moreover, newsletters are cost-effective ways to market your products or services since they are typically free or low cost, depending on the service used for distribution.

Benefits of Sales Collateral

Benefits of Sales Collateral

Demonstrates expertise 

Using types of sales collateral to demonstrate your company’s expertise can be incredibly valuable when trying to reach prospective customers. From traditional brochures, business cards and demo videos, to more modern forms of marketing collateral such as newsletters and Ebooks, the right sales collateral can help you stand out from the competition. By providing prospects with high-quality marketing content throughout their decision-making stage, you can show that you know your industry and are a reliable source of knowledge. Sales collateral gives prospects the assurance they need to choose your product or service.

Educates prospects

Having quality marketing content that can be shared with potential customers can make a huge difference when it comes to demonstrating your experts and providing valuable information to those who are considering making a purchase. This type of collateral can provide an in-depth look at your company’s offerings and give prospective customers a chance to learn more about why they should buy from you. 

By investing in quality sales collateral and marketing content, you can demonstrate your knowledge, build trust with prospective customers, and even inspire them to take the next step in their decision-making process. Ultimately, this can lead to more sales for your company and provide a solid return on your investment.

Helps close more deals

Sales collateral can be an effective tool to help close more deals with prospective customers. It can do more than inform your prospects about your product or service; it also serves as a way to build trust. The marketing collateral should be informative and engaging and show that you understand the needs of the customer. Additionally, good marketing content is the key to building credibility and will further establish your brand’s trustworthiness. By providing quality collateral tailored to your customers’ needs, you will be able to help them reach their goals and ultimately close more deals.

Sales collateral is an invaluable tool for sales and marketing teams. It serves as a powerful way to establish credibility with prospective customers, educate them about your product or service, and help them reach a decision-making stage. There are many types of collateral, such as traditional brochures, business cards, demo videos, and eBooks. In addition to sales collateral, there is also marketing collateral which includes printed white papers, newsletters, leaflets, and blog posts. All of these tools help to create a strong presence in the market and provide valuable marketing content to your prospective customers. Ultimately, sales collateral is essential to successfully reach and engage your target audience. 


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