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Chapter 23—Sales Support Collateral

Every B2B company needs basic collateral that supports the
sales team when presenting to potential customers. However,
the nature of those materials has changed over the last decade.
The extensive, glossy brochures of the past are no longer the
norm, and it’s more likely that the sales team will need digital
versions of their materials to send prospects before and after
sales meetings.

One of the most common sales support documents is a
professionally prepared overview of the company with
information on its history, management team, expertise, and
solution set (products, services, or combination).

Technical specification sheets are still common in engineered
solutions, although they don’t need to be pre-printed. More
companies are using digital printing to produce materials as
needed rather than printing thousands of copies through a
traditional printing process. Formatted correctly, spec sheets
are easy to make accessible on your website, which makes it
simple and fast for your sales team, agents, and prospects to
obtain them.

Other sales support collateral options are case studies and
white papers.

And lastly, don’t forget business cards. Some argue they’re on
the decline with more people exchanging contact information
electronically. That’s true in some industries, but the majority
of B2B companies still operate in the tangible world. Focus
on high quality when purchasing business cards. It’s easy

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© 2012 Lisa Shepherd