It’s the original sales enablement tool.
From printed one sheets and brochures to digital presentations, collateral has always been a vital support for sales efforts. The physical (and now digital) evidence that your company, products and services are what your salespeople say they are.
But like everything else, collateral is not so simple anymore. With sales cycles all over the map and so much of the process now automated, it can take more than a beautifully designed PDF to build trust and nurture leads to conversion. Fortunately, we have a wealth of options:
- Content as collateral. All collateral is content. But not all content is collateral. Newsletters, blog posts, how-to guides … if it establishes you as an expert in the very thing you’re selling, that’s collateral. (And if it doesn’t, don’t expect it to convert.)
- Case studies. Almost as powerful as a referral, the case study shows prospects what you can do by showing what you’ve already done for businesses like theirs.
- Testimonials and awards. If you’ve got ‘em, flaunt ‘em. They prove to your audience that your work is valued by peers in your industry, and ideally, in theirs.
- Landing pages. Think of them as electronic one sheets. One topic. One call to action. One great way to turn visitors into leads and leads into conversions.