Sales Collaterals in B2B

Sales and Marketers,

As you know, Sales Collaterals are required in business to business even in today's economy.

Marketing departments need to create sales aids to get the product(s) name and information out to other businesses within the market segment the company sells into. These are sales collateral items such as company and product profile sheets, product briefs, technology adoption papers, ROI case studies and calculations, white papers, success stories, etc. These items are needed more and more as the topics vary frequently.

Sales collaterals are materials used by sales representatives (reps) that call on other businesses. These materials are also used to pass out at trade shows and sales events.

Having the right sales materials to promote a product or service can often make or break a sales deal. Buyers want to get the information they need, but it has to catch their attention, influence their decision, and motivate them to make the purchase.

The right combination of collateral materials is to support the sales cycle and efforts while providing product features and benefits to the buyer, special offers, and projecting a confidence in the company and product for their purchase decisions.

Product handouts consisting of 2-10, 8 ½ x 11”, pages are sales collaterals in high demand. These are handouts with company information, graphic images, and content description of the product or products. A graphics artist is required depending on the layout and images desired.

Sales collateral can also help educate the marketplace or in-house sales teams. These materials help develop sales and marketing tools and promote competition. For example: “Fudd Busters”, documentation that provides competitive materials to show the company and product's superiority over their competitors, can drive sales quickly.

Enterprise management solutions have become increasingly complex, not only in product design, but within a more competitive, converging IT marketplace. IT users have a wide choice of products and services that all claim to be the best solution.

That is basically what Sales Collaterals are and why they are needed. Come back and check out my next blog where I'll list the 5 Varieties of sales collateral materials familiar in the Business to Business industry market.

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