What is Sales Collateral?

Sales collateral is a term that refers to the materials a sales representative uses to attract prospects and turn them into customers or clients. This includes everything from case studies to brochures and direct mail letters.

Despite the increased adoption of technology and the popularity of digital marketing, sales collateral best practices still include more traditional forms like brochures, pamphlets, flyers, or catalogs. If anything, these kinds of sales collateral have become more important in recent years, as a recent study on the content preferences of B2B buyers from Demand Gen shows. 67% of respondents said they’re relying more on content to inform purchasing decisions, in part due to the COVID-19 pandemic that made in-person engagement less feasible.

If you’re looking for ways to maximize this new reliance on content and sales collateral, look no further. Use this blog as a sales collateral guide so you can make more sales and convert more prospects into clients!

The first thing you need to do when creating materials for sales collateral that your sales team can use to close deals faster is to understand who you’re selling to, the questions your prospects typically ask, and the type of content that will best answer these questions. You also need to consider whether a prospect is on the awareness, consideration, or decision stage of the buyer’s journey and give them relevant materials.

Our sales collateral guide can tell you who you’re selling to, or the questions prospects often ask – that will not only differ from industry to industry but from business to business as well – but we can tell you the best kind of materials.


Brochures are great as sales collateral for prospects in the awareness stage and gives them important information about your products or services. Brochures should also explain the problems your business solves and what makes you stand out from competitors.


Mailers are great for prospects in the consideration and decision stage and offer a much more personal and professional touch than any kind of email or e-newsletter.

Pamphlets and Booklets

Think of pamphlets and booklets as a more extensive, more detailed version of a brochure. They’re great for prospects in the decision stage because they provide them with a lot of information to help them make a final decision.

Ready to create some great sales collateral that’ll get your business more sales? Contact us at 858-457-9500 to learn more and get a quote today!