In Both B2B & B2C keep sales collateral simple for high brand awareness and recall.In concluding a potential purchase discussion, sales reps generally hand prospects a pile of marketing collateral to study that might help close the sale. In turn, most people generally take that material back home or to the office and file it in the recycling bin.

If you want your collateral sales material placed on top of the “to-do” pile vs. the bottom of the trash heap, it’s time to rethink what you give them.

First, we must do away with the presentation folder loaded with too many brochures, article reprints, white papers, newsletters, product catalogs, PowerPoint presentations, and so on. These types of formerly useful packages make the buying process seem too much like homework. Your prospect might just break into a sweat, ditch the whole thing, and head to the nearest bar for a cold drink.

Business-to-Business (B2B)

In business-to-business exchanges, it’s still important to provide company information that strongly positions your brand, its benefits, and its solutions. Just tighten up the content to instill prospects with brand awareness so they will call you back.

Collateral Content Includes:

  • Company Snapshot – Concisely impart key information such as a brief mission statement, important players and their roles, awards, and contact information. Oh, and literally include a snapshot of the company headquarters. People like to envision who they’re working with.
  • Client List – Show the kind of company your client will be joining. Intersperse a few powerful testimonials throughout.
  • Fact Sheet – Detail product descriptions, specifications, general cost comparisons (if appropriate), and distinctive benefits over the competition. Include a unique selling point where possible.

Other important items:

  • Business Card – This tried and true piece is a collateral staple. All contact information should be up-to-date and its design reflective of your brand. If not handing your card directly to the client, be sure to point out where it is included in your other pieces (e.g. tucked on the inside flap of your folder).
  • Branded Gift – It could be a handy USB card or an executive pen; be creative when possible. Either way it will be humbly appreciated as a gift.


In business-to-consumer relations, consumers are looking to know who you are, what kind of service they’ll get, and if they’re getting a good deal.

Collateral Content Includes:

  • Mini-Brochure – These can easily be tucked into a pocket for future reference at home. Pack a punch with the copy using words that sell like “remember”, “now”, and “your’.
  • Invitation – Give customers a reason to return by handing them invites to special sales, demonstrations, and even on-site events.
  • How-To Sheet – Make it easy for customers to see the light by giving them a step-by-step guide on how to accomplish what they are trying to do with your product or service as part of the solution. Add a testimonial from a successful user to give it some credibility.

 Other bonus gifts:

  • Coupon, rebate offer, and loyalty card – Shoppers like to save money and these offers present good hard evidence that they are doing so. Make them time-sensitive.
  • Promotional Product – According to a Promotional Products Association International research study, 80% of consumers say their impression of a brand positively changed after receiving a promotional product. Give them a water bottle, sunglasses, or a mini soccer ball. Just make sure your logo and website are prominently printed on it for brand recall.

For both B2B and B2C, display your logo and website address on each item to show where they can go to find more information.

And once they get to your website, will they be greeted with the same experience? It’s best to have both digital and print pieces look cohesive in both imagery and messaging. Also, engage the user by giving them a quick form to fill out to receive a special offer. Ask for their name, phone number, and email address. With that all-important data in hand, you can enter their contact info into your CRM sales funnel continue the nurturing process digitally.