Sales materials are materials that help a salesperson lead a conversation and hand over information to the customer. Without them, everyone prepares their own version, the company communicates inconsistently, and training a new person takes months. The basic set consists of a short presentation focused on the customer's problem, not on the company's history, case studies broken down by industry and size, an overview of common objections with answers and evidence, a comparison with alternatives including situations where your solution is not a fit, a sample proposal, and a list of questions for the initial call. The materials should be available in one place and kept up to date; an outdated presentation with invalid figures does more harm than none at all. Prepare them together with the salespeople, not on their behalf.
See also: Case study, Discovery Call, Brand consistency.
