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Sales Material Objectives
Sales materials are used to engage customers. These sales materials (also known as sales collaterals) for customer engagement need to be specific to answer the questions in their customer decision journey.
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If your sales collaterals do not address your customer’s concerns, then these materials can be considered as useless. So how to know if it is relevant to the customer?
Know Your Target Audience
Whether you are doing account based marketing, key account management or walk in sales for retail, you need to know what your customer wants.
Product Knowledge
To know what your customer wants, your product manager or brand manager is your reference point. Well qualified and experienced product managers and brand managers know how to match the products features, advantages and benefits to customers needs.
A high performing sales person for a particular product, will also know this well and is a good reference point.
Buyer Personas
Different customers, different wants and needs. So they are prospects, and not customers yet for your products and services. Experienced product managers and brand managers know how to define buyer personas from the target audiences and target markets.
With this clear differentiation of matching prospects (buyer personas) to product details, you as the sales person, will know how to use the right sales materials and sales conversations to improve your sales results.
High Performing Sales Person
High performing sales people are able to match product knowledge to buyer personas with good call planning and probing skills.
The job of the sales person, and sales collaterals, is to clarify what that prospect in front of you is most concerned about. The effective sales person uses sales probes to discover their buying motives shape buying decisions.
Once you uncover the buying motives, you will then use the right sales materials to match that prospect, and shape their buying decisions.
To be a high performance sales person, especially for those who were suddenly moved into sales positions, they need to additionally remove mental blocks for successful sales. This is very important, especially for those who were never in the sales frontline and are suddenly pushed or moved into such roles.
Sales Collaterals
Sales collaterals is another word for sales materials used for customer engagement. These sales collaterals should showcase the benefits of a company’s products or services. Sales collaterals can be:
- Brochures / Catalogue
- Samples / Survey questionnaire
- Demo equipment / software
- White papers / Clinical papers / Research papers / Case studies
- Warranty document
- Product packaging
- Relevant videos
- Banners
These sales collaterals are core tools for engaging stakeholders and driving revenue growth. And the sales person should know which part of these sales materials address the prospect’s questions.
Example of Sales Collaterals for Automotive Sales
For example, a car salesperson has a lot of sales materials to use to sell their cars, motorbikes, trucks and other vehicle.
Examples of automotive sales collaterals:
- Car showroom
- Car service center
- Test drive
- Actual vehicles
- Service manuals
- Sales brochures
- Wall posters
- Influencer videos
With all these materials, can the salesperson meet their sales targets. Whats the reason they are giving discounts, losing sales and not meeting targets?
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Using Sales Materials to Engage Customers
Once you know your buyer personas and product knowledge, now the sales person needs to be able to use the sales materials effectively
Introducing the Sales Materials
To engage the prospect, introduce the sales material. Depending on their customer decision journey stage. Point out the product attribute that is relevant to the prospect.
For example, s technical prospect will want to know product technical performance benefits. A budget concerned prospect will want to know product warranty and lifetime benefits, i.e., the total cost of ownership details.
To establish credibility and references, the sales materials need to showcase success stories. High performing sales people provide case studies, white papers and testimonials that are relevant to the prospect.
Such effective sales people are considered as trusted advisors.
Sales Materials and Buying Decisions
To shape the prospect’s movement to a buying decision, the sales materials need to have the details that they are looking for..
- Official brochures that showcase the product’s features, advantages and benefits.
- Posters, brochures, videos or flyers with infographics that visually breakdown complex information or data into simplified points for that persona
- Case studies or white papers that state how the product or service has helped customers get the results they wanted
- Proof of concept (POC), samples, demos or videos that showcase the product or service in action.
A well designed and thought out sales materials or collaterals plan is essential part of the go to market plan. The business will get significantly higher sales production results and sales productivity.
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