15 Types of Sales Materials To Move Consumers Forward in the Buying Process

Updated June 24, 2022

Sales materials help businesses educate consumers about their product's benefits. They also help show potential clients how a business can solve their pain point. Learning about the various types of sales materials can help you choose which one is best for your company and its buyer persona. In this article, we discuss what sales materials are and provide a list of the different sales materials to use.

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What are sales materials?

Sales materials are tools to persuade customers to move forward in the sales process. These are used to market a brand and the solutions they provide. Sales materials are part of the sales enablement strategy, which is the approach businesses take to equip the sales team with the resources they need to sell effectively. When choosing sales materials to use, keep in mind your buyer persona and what methods would appeal to them as well as what stage of the buying process they are at.

Related: How Sales Enablement Can Help Raise Your Company's Sales Numbers

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15 types of sales materials

Here's a list of some types of sales materials and when to use them:

1. Company website

Creating an informative company website can help educate consumers looking to purchase from you. When designing your site, make sure your message is clear and aligns with your overall brand message. Focus on creating an emotional bond with your target audience. The company website is helpful for all stages of the buyer journey since it prepares them to buy and helps them stay connected even afterward.

Related: 15 Website Improvement Tips

2. Company brochure

Company brochures help consumers find out more information about your product or service before making their decision. These are a way to have an in-depth conversation with potential consumers through print. Make sure these are visually appealing and match your company's overall themes and colors. Brochures are good for big events where you want to provide potential clients with materials to take with them to remember your company.

3. Product or service data sheets

To showcase a product's or service's functional and emotional features, companies sometimes use data sheets. These include benefits and specifications about the items you sell. Data sheets are helpful for technical products with many aspects and can help answer questions potential clients may have.

4. E-books

Thought leadership content, such as e-books, can educate consumers about a specific pain point your product or service solves. e-books are valuable during the research stage of the buyer's journey since it informs them more about what you offer and gives them useful knowledge. You can also develop an email list for your future campaigns by offering a free download of your eBook for those who enter their email address. This type of sales material helps share your company's credibility and expertise in the industry.

5. Business profile

Another form of sales materials is a business profile, which tells others about your company. Companies often use business profiles when they're looking for partnerships or investments. In your business profile, include:

  • Your company history and business timeline

  • An overview of your business and the problems you solve

  • Your company's mission statement and vision

  • Your business's capabilities and skill set

Related: How To Create a Company Profile (With Examples)

6. Catalogs or product guides

Catalogs or product guides can be a way for companies to highlight their most profitable items. Here they include several products with their prices and descriptions about them. These can be helpful for businesses who have a buyer persona that prefers using a paper format over an online version. Catalogs also allow you to provide more information about a product's functionality and other details.

7. Sales presentations

A sales presentation can serve as a way to introduce your company and its solution or benefits. When crafting your presentation, think about common questions that may arise when others are learning about your product or service. Create slides that address these questions and other scenarios consumers may want to know about. Also include customer success stories and a clear call to action at the end. Businesses can use sales presentations when informing the public about new services or products they are offering. Their focus, however, is on their solution and how it can help their target audience.

Related: How To Create an Effective Sales Presentation

8. Case studies

Client-centric content can help share how your product or service resolved a certain issue. These can include testimonials and online reviews with quotes from past clients. Case studies also show interested consumers what the experience was like for those who purchased from you. Testimonials from others help give your company credibility. Consider including these on your website or other sales materials as a supporting feature.

9. Blog posts

Blog posts focus on solving a problem for consumers. Here you can describe processes in-depth and showcase your company's knowledge. Blogs can be a way to generate more website traffic and potentially lead to more online sales. It also can help you grow your audience by reaching new viewers.

10. Videos

Another sales material to use is videos. Consider creating an explainer video for products or services that are complex. Here you can present the information in an easy-to-follow way in a short amount of time. Videos can be helpful when launching a new product since they offer a chance to explain the various features in a visual approach.

Related: 16 Types of Marketing Content To Engage Your Audience

11. Post-sales materials

Post-sales materials help new customers understand the onboarding process and create visibility in the post-sale process. These items can include information about expectations and excite them to do business with you. As the title suggests, these materials are relevant after a sale. Some common elements found in post-sale materials include:

  • Processes for cancellations or changes

  • Encouragement for customer referrals

  • Order billing fee

  • Procedures for customer complaints

12. Third-party industry research

A way to present supportive information about your brand is to reference third-party industry research, such as news articles and blog posts from other companies. You can reference these pieces of information in a follow-up email or during a phone call to impress clients. Use press or other outsider mentions when they occur to showcase your company's success. Also, consider creating a section on your website to link to these sources.

13. Email templates

Pre-written email templates for possible scenarios are another effective sales material. These allow team members to have a starting place when replying to customers or vendors, with places to fill in with customization. Create guidelines for how emails should look and the language to use to ensure consistency. Companies use email templates throughout the buying process, beginning with the first interaction and even after the initial purchase.

Related: 31 Effective Sales Email Templates

14. Business cards

Business cards provide consumers with contact information, such as a phone number or website URL, for an organization. Giving business cards to others expresses an interest to do business with them. This method is helpful to use when at a trade show, conference or other professional event with prospective consumers who are interested in learning more about your company.

15. Company newsletters

Companies can send a regular newsletter either through direct mail or through email. Typically, they send these to subscribed recipients. Company newsletters inform readers about company-related news and other valuable content. These are usually for regular consumers to keep them engaged with your company.

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