July 22, 2021 The Print Authority

Managers Guide to Sales Collateral Success: Tips & Examples

Did you know that 67% of buyers rely more on content now than they did in the past few years? Excellent sales collateral is one of the most important tools to grow your business. From attracting new prospects to sealing the deal, it’s key in every step of the sales process. Keep reading to learn everything you need to know about sales collateral!

What is Sales Collateral?

In short, sales collateral consists of all of the products that your sales team uses to attract prospects and turn them into clients. This, therefore, includes all the tried-and-true sales items that your sales team relies on.

Your sales collateral provides prospects with crucial information that helps them decide whether they’d like to become a client. This can include pricing, technical information, and explanations of your products and services, among many others.

Effective sales collateral can make the difference between a potential customer glancing your way and then moving on, versus a long-term sales relationship.

12 Effective Sales Collateral Ideas To Implement

Your sales collateral makes a difference in your business’s success. Now it’s time to discuss the most effective types of sales collateral!


Traditional brochures give prospects in the early research stages important information about your service. Be sure that your brochure explains what problems you solve and why you’re a better choice than your competitors. Consider printing your brochure on 80# or 100# Gloss text to ensure a professional look while still being lightweight and strong.

Competitor Comparisons

Sell your product by showing how much better you are than the competition. Print competitor comparisons so that your salespeople can accurately describe your strengths and prospects can see that your company is the best.

For this type of sales collateral, include a pricing guide with your competitor comparison so that prospects can see that your service is the best financial option.


Give prospects a physical reminder of your business by sending them a professionally-printed mailer. Don’t let them forget about you! Consider enlisting the help of a professional designer to make a mailer that can’t be ignored.

Buyer’s Guides

A buyer’s guide gives prospects all the information they need to start making purchasing decisions. Print your buyer’s guides in color and on high-quality paper or cardstock so that they stand out from the crowd.

White Papers

White papers provide detailed information about services and present your clients with solutions. According to DemandGen, 71% of B2B consumers use white papers when doing product research, so make your white papers work for you!


Keep your prospects in the know with a regular newsletter, either printed or digital. In fact, 40% of buyers engage with at least 3-5 pieces of content before even engaging with a salesperson. So start this process early with a great newsletter in a great font!

Sales Playbooks

An effective sales playbook is one of your sales team’s most important tools! Research shows that using a sales playbook increases the number of salespeople who hit their annual quotas by 15%. Consider using coil or Wire-O binding for your sales playbooks so that they lie flat when open.

Case Studies

Case studies are highly effective at turning leads into clients. In fact, 73% of buyers say that a case study was an important part of their decision-making process. In addition to a summary of your stellar work, add a testimonial to illustrate your positive outcomes.

Data Sheets

Data sheets provide the answer to any question a customer might have. This is where to get into the nitty-gritty of technical specs and provide all the information a client could possibly want to know.


By providing helpful advice and information to prospects and others, your blog posts cement your position as an expert in your field. Digital content is also easy to share; according to DiamondGen, 74% of respondents share blog posts with their colleagues. Use your blog as a way to get your name out there and establish yourself as an expert in your field.

Sales Scripts

Since 92% of all customer interactions happen over the phone, you need to make your calls count! Your sales scripts can be digital or printed so that they’re at the ready when your sales representative is on the phone. Make your collateral templates easy to read and customizable for the prospect, with bolded or highlighted places for the salesperson to easily fill in the prospect’s information.

FAQ Answer Sheet

Prospective customers will infallibly ask questions in the sales process that your sales representative might not know the answer to. That’s where internal-facing FAQ answer sheets come into play. Print a document for each salesperson with answers to all the questions that potential customers might ask so that they’re prepared for any question that comes their way.

Marketing Collateral Best Practices

If you’re trying to create the best possible sales collateral, remember the following:

  • Make sure to have your audience in mind for each piece of sales collateral you create.
  • Don’t reinvent the wheel. When you have material that works for you, use it with multiple clients.
  • Make your branding clear and use it on every piece of marketing collateral you produce. This will make your company recognizable and help customers remember you.
  • Always ensure a positive experience with your brand. Each time potential buyers interact with your company, they should emerge with a positive association with your brand.
  • Teamwork makes the dream work. Use data and analytics provided by other departments to make your sales collateral spectacular.
  • Update your sales collateral frequently. According to LearnHub, 90% of B2B sellers don’t use sales material because they feel it is irrelevant, outdated, and difficult to customize. Don’t let this happen to your company!

Work with a Professional Printer

When it’s time to print stellar sales collateral, The Print Authority is ready. With three decades of experience using printing to help companies succeed, we are well-versed in sales collateral. We will work with you to design, print, and distribute items that will help your company for years to come. As well, we create fantastic web portals for companies seeking a simple way to distribute sales collateral across the organization. Contact us today to learn more!