Do you have the right sales tools?

Sales materials  and tools are designed to help you move prospects forward in the sales process. Each piece should have a specific job: to answer a natural question that the prospect has at a specific point in the process.

Literature and tools are powerful because they can:

  • Carry authority and credibility if very well done
  • Convey your message consistently
  • Convey your brand positioning and value proposition in a memorable and powerful way
  • Increase your efficiency because they are passed along to multiple people within an organization rather than delivered verbally by a salesperson on a one-to-one basis

Tools and literature help convey product information and answer your prospects’ questions. You can use tools and literature to generate new leads. For example, white papers and case studies are very popular tools to offer in email and internet marketing campaigns. Prospects can download them to gain valuable information, and you can capture names and email addresses for further follow up.

What kind of sales literature and tools do you need? Put yourself in the prospect’s shoes and think about the questions and objections you’d have at each stage of the sales process.


Here are some examples


Sales Tool/Literature Piece  Typical Use 
Company brochureA printed piece – it can be as simple as a one page tri-fold to an elaborate four-color bound piece, or a PDF for delivery via email. When you introduce yourself and your company. People don’t typically read it, but they will probably skim it and expect it. It can be a valuable tool in conveying your brand positioning through visual design and production quality.
WebsiteYour website is an incredibly important sales tool. Some consumers and most businesspeople review a prospective vendor’s website, and many of them make a decision whether to do business with that company based on the website alone.Since a website is typically the most complex sales tool, use 12 – Websites to evaluate your current site if you have one, and then develop requirements based on your needs. Prospects typically look at websites early in the sales process. You can also use your site to generate new prospects through internet marketing efforts.
Product/service data sheetsOne-page sheets with product specifications and photos. To convey detailed or technical product information in a simple format.
White papersA research report that provides news, “best practices,” scenarios, and/or data in an informative, neutral (non-salesy) tone. To educate the market about a problem and potential solution. It isn’t meant to sell the features or benefits of a product or service — it’s meant to quantify a pain and entice the prospect to continue to seek a solution.A valuable white paper is a popular offer for email and internet marketing campaigns — it can be used to generate new leads and nurture existing leads.
Case studiesShow how a client’s problem was solved by your product/service. After a product presentation, shows in detail how a customer benefited from your product/service.
Reference listsA list of current customers, often segmented by industry or division. People typically like to review references either before they start the sales process, or right before they purchase.
Hard copy newsletterProvides valuable information while keeping you top-of-mind. Typically 11×18 folded to create four usable pages. To gain more information about their product, service or industry.



Sales Tool/Literature Piece  Typical Use 
PowerPoint presentation templatePowerPoint is an electronic slideshow software by Microsoft. It’s used to provide visuals during a presentation. Viewing during a presentation and potentially a handout, but rarely as a piece of standalone literature.
Product demoPhysically showing how the product works To show how the product/service works.
Product sampleGiving the product to the prospect to review/use. For people to feel, test and use the product.
FoldersHold literature and business cards – can be printed to convey ideas, themes or messages. To hold other information, such as a brochure, data sheets and case studies.



Templates  Typical Use 
Proposal templateStructured delivery of your quote of your product/service delivery and price – provides an opportunity to make another impression when prospect is making the decision to purchase. To review your price for the products/services offered.
Sales letter templatesTemplates of different letters for your salespeople to use during the sales process. To ensure that salespeople are conveying your messaging and to speed up the letter-writing process.
Email templatesSame as sales letters – templates your sales team can use in the sales process. Same as sales letters.



Interactive Tools Typical Use
Email newsletterDelivered via email, this newsletter will provide answers to questions and links to sites that should help prospects. To gain information and ask questions.


Once you’ve generated a list of potential tools & literature, figure out exactly what each piece should accomplish. Then determine the:

  • Literature & tools you need
  • Singular objective of the piece (each piece of literature or each tool should be designed to meet a very specific objective)
  • Step in the sales process where it should be delivered

Here is my list of sales tools

Sales Tools

  • Brochures
  • Corporate overview
  • Press Kit
  • Testimonials
  • Case Studies
  • Style Guide and visual library
  • Business cards
  • Proposal Letter
  • Quote template
  • Packaging of proposal – Folder
  • Competitive report
  • Gartner report
  • Industry stats
  • Project sheets
  • Contract
  • Product information
  • Company Blog
  • Video presentation
  • Slide presentation
  • Ipad presentation
  • Pricing information
  • CRM – data management
  • and forecasting
  • Customer Feedback Survey
  • Partner list
  • Marketing Calendar
  • Value proposition
  • Segmentation and focus on VIPs
  • Thank you letter
  • Thank you Cards
  • Merchandise
  • Gifts
  • Target customer profilingProspecting Lists
  • Social Media
  • Personal Profile – good picture
  • Voicemail message
  • Recommendations (LinkedIn)
  • Car signage
  • Uniform
  • Business card
  • Entertainment allowance
  • Sales training
  • Scripts
  • Overcoming objections
  • Building Trust/ Relationships
  • Touchpoint calendar
  • Online portals
  • Screen sharing
  • Quota and commission structure
Do you have any more to add? Here are 100 content examples to download from the content institute.
If you need help creating great sales tools visit our sales tools page.

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