The Complete Guide to Sales Collateral: What It Is and Why You Need It

Sales collateral is one of the most powerful tools in your marketing and sales toolbox, whether you're a solopreneur, a startup, or part of a seasoned sales team. More than just brochures and flyers, sales collateral is a strategic collection of materials that help communicate your value, educate your audience, and close deals.

We’ve broken down the essential types of sales collateral, what they’re used for, and how to get the most out of each one.

Brochures and One-Pagers

These are your go-to print or digital handouts. They’re quick snapshots of who you are and what you offer. Think of them as your brand's first impression in physical form.

Purpose: To provide a high-level overview of your products or services.

Best Use: Trade shows, meetings, sales pitches, networking events, or as downloadable resources on your website.

Tip: Keep it clean and easy to scan. Use bullets, headlines, and strong visuals, and maybe even a QR code to guide the reader and point to more information.

Pitch Decks or Presentations

A pitch deck is a visual, slide-based presentation often used in sales meetings, webinars, or investor pitches. It’s a storytelling tool that walks someone through your solution.

Purpose: To visually support a live pitch and persuade an audience.

Best Use: One-on-one sales meetings, investor presentations, webinars.

Tip: Don’t overcrowd your slides. Make your story the star and keep your visuals sharp and aligned with your brand.

Product Catalogs or Spec Sheets

If you sell multiple products or services with detailed options or technical requirements, a catalog or spec sheet becomes a must-have.

Purpose: To showcase features, pricing, and specifications in detail.

Best Use: B2B sales, distributor relationships, customer support, or product launches.

Tip: Include high-quality images, clear pricing (if applicable), and use tables for tech specs to keep it organized.

Case Studies and Testimonials

Real-world stories and customer quotes build trust and provide proof that your product works.

Purpose: To show how others have benefitted from your product or service.

Best Use: Middle to bottom of the funnel, when a lead is considering their options and needs reassurance.

‍Tip: Keep case studies short, punchy, and result-oriented. Use testimonials in your brochures, website, and emails.

Sales Scripts or Talking Points

Not all collateral is for the customer, some of it’s for the sales team. Scripts and talking points help create consistency and confidence in communication.

Purpose: To prepare sales reps for calls, meetings, or common objections.

Best Use: Onboarding new team members, prepping for high-stakes meetings, cold calls.

Tip: Make them conversational, not robotic. Encourage flexibility and personalization.

White Papers or E-Books

These long-form content pieces go deep into a problem and position your brand as the solution.

Purpose: To educate and establish authority in your field.

Best Use: Lead generation, gated content, nurture campaigns.

Tip: Choose a focused topic and back up claims with data. Make sure design supports readability—nobody wants to wade through a wall of text.

Leave-Behinds

These are tangible takeaways from in-person meetings—usually a branded print piece or small package that keeps you top of mind.

Purpose: To reinforce the conversation and offer a physical reminder of your meeting.

Best Use: Client visits, events, or conferences.

Tip: Include a summary of your services, contact info, and a call to action. Make it feel high-touch and custom, not generic.

Pricing Sheets or Rate Cards

Clear, transparent pricing builds trust. Even if you're in a custom-quote industry, having a general pricing guide helps move the conversation forward.

Purpose: To outline your pricing tiers, packages, or service rates.

Best Use: Mid-to-late-stage conversations with leads or when quoting a job.

Tip: Include disclaimers if prices vary. Consider visual charts or tables for clarity.

Branded Swag

While technically not a brochure or deck, branded items like stickers, pens, or mugs can reinforce your identity and keep your business in the minds of potential clients and customers.

Purpose: To create a lasting impression and build brand familiarity.

Best Use: Events, client gifts, new customer onboarding, or in leave-behind kits.

Tip: Choose useful, well-designed items. A great mug or notebook can travel from desk to desk (and spread your name along the way).

Sales collateral helps you look more professional while delivering the right message at the right moment in the customer journey. Use it for pitching, nurturing, and closing. Having thoughtful, well-designed sales materials can make a real difference in your results. They should be on-brand, using the same colors, fonts, and voice you do for your other communications channels.

Start with what you need most now, and build out your library over time. You don’t need everything at once—but every piece should reflect your brand voice, visuals, and values.

Need help creating collateral for your business? Reach out, we’d love to help you craft content that sells.