6 subtle changes you can make to sales collateral to win more projects

Productivity 3 min read

Ask yourself: What kind of story does your sales collateral tell?

The best sales materials excite buyers and actively encourage them to take a desired action, such as hiring your firm or purchasing your tools. Though slide decks should regularly receive a facelift — after releasing significant changes or upgrades to existing offerings, or with the introduction of new products — yours might only need a few small tweaks to become your most valuable sales asset.

Here are six relatively easy changes you can make to your sales collateral to capture new clients consistently.

1. Show deliverables in-action

Some high-potential clients simply might not be available during normal business hours to walk through a product demo with you. Fortunately, you can still show them what you are made of. In lieu of a formal demonstration, animated gifs, screenshots and video previews of your product or service in-action may help to close sales.

It is important to tailor your visual assets to look almost identical to the same deliverable you would ultimately provide to clients. This allows prospects to begin understanding the different use cases for your offerings and how they might leverage your product or service to grow their business.

2. Rotate your featured clients

Many businesses tout their wares by name dropping well known brands who are either current or former customers. Unfortunately, this strategy only works when prospects see brands that operate within the same industry or niche as them.

Social proof often reinforces purchasing decisions. Therefore, brands should update their shortlist of favorite clients with each sales deck to feature users sales leads are more likely to know or relate with.

3. Call out client success stories

While past performance is not always indicative of future behavior, potential buyers enjoy hearing how others succeeded after recruiting your company. Share quantifiable results in the form of case studies or standalone statistics. For example, you can say, “In under four months, XYZ company grew revenues 150% after licensing our proprietary technology for everyone on their sales team.” Those sorts of details help turn prospects into lifelong customers.

4. Footnote third-party research or claims

73.6% of statistics are made up, as is this one. Even though a few gullible shoppers might believe any numbers you share, your more discerning prospects will either call your bluff or write you off as a snake oil salesman.

Avoid putting yourself in a position where you cause people to question your credibility. Whenever you mention findings from a report or state a statistic, be sure to credit a reliable source. Doing so makes your sales materials more authoritative and trustworthy.

5. Emphasize and highlight key arguments and points

Most sales collateral contain far more information than buyers are willing to review. Though deciding where to trim the fat may prove to be a gargantuan task, you may alternatively emphasize ideas that really drive home your core value proposition. Subtle design changes such as bolding, italicizing and underlining can dramatically improve the readability of sales assets.

6. Leave room for whitespace

That said, simple design also helps. An overstuffed document or slide presentation intimidates readers who might find reviewing your sales presentation more a chore than a productive business opportunity.

Sufficient whitespace creates necessary separations and a minimalist aesthetic which, according to Tuts+ author Connor Turnbull, “unclutters design and helps mould and draw focus to the content on the page.”

Final thoughts

Unless your business or product suite has undergone massive change recently, there is no need to revamp your entire set of sales materials. Instead, invest as little as 10 minutes for each of the aforementioned strategies to quickly improve the overall quality of your sales collateral and drive new business more often.

Danny Wong

Danny Wong

Danny Wong is an entrepreneur, marketer, and writer. He is the Co-founder of Blank Label and does marketing at Grapevine. Read more of his clips here at danny.contently.com.

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