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10 Qualities of a Great Sales Tool

12.15.21 Jon Anderson

As marketers, it’s our job to support the sales team and help make their job easier. Our job is to help make their sales pitch more successful — with a positive marketing impression before, during and after the customer purchase. But not every sales tool carries the same weight. Some get more use than others.

So, what does it take to create a sales tool that winds up on the front seat, versus in the back seat in a box? What pieces help sales team members tell a more powerful story, to ultimately grow their sales?

Here are the 10 qualities to look for in a great sales tool:

1. It’s useful.

A great sales tool doesn’t have a “zero open rate” or find it’s home in a trash can. A great sales tool gets used and provides ROI through sales growth. How do you know it’s useful? Read on to find out.

2. It considers the audience.

A great sales tool is written for its target audience. Questions to ask when developing a sales tool:

  • Who will view it?
  • Who will make the ultimate purchase decision?
  • What information would drive a buying decision?

And don’t forget the salesperson — they are also a part of your audience since they are the primary deliverer of the tool. Does the sales team find it valuable? Will it help them in their sales process? Ask for feedback and input from your sales team when creating new sales tools.

3. It’s durable and appropriately sized.

A good sales tool will probably travel thousands of miles in a salesperson’s vehicle, so it must be durable. The tools will experience a range of weather and moisture conditions, both inside the vehicle and left in the customer’s hands (think extreme heat/cold, humidity, etc.).

Also consider size when developing a tool. The last thing a salesperson wants is a poster-like tool that they need three hands to hold. Add an element like wind, and the poster could become a parachute.

4. It’s available in both electronic and hard copy forms.

Think about all the potential touchpoints for a customer and ways they receive information. Make sales tools available in both electronic and hard copy formats for a quick email follow-up or piece to leave behind after a visit.

5. It tells a story (with solutions).

A great sales tool shows data from a credible source that’s easy to understand and demonstrates ROI. A great tool focuses on solving a problem and is convincing and believable.

6. It includes 3 to 5 key takeaways.

Make essential content big and bold. If a decision-maker has five minutes with you, what will they remember? The decision-maker needs to make a smart, fast and profitable decision — your content should reflect that.

7. It includes features AND benefits.

A feature means nothing without a benefit. Solve problems and sell solutions.

8. It includes impactful visuals.

Use photos and easy-to-understand icons, graphs and charts. Make sure visuals are something the target audience will remember.

9. It’s easy to see.

Sales tools are used in varying environments, from the darkest corner of a barn to outdoors on the sunniest day. Make sure your content is visible in all conditions.

10. It’s not overcrowded.

A great sales tool has some white space! Most sell sheets have too much information. Craft a sales tool with less information but also with information that works harder. Push for engaging titles, high visual appeal and solutions-first copy.

At Filament, we’re focused on creating impactful sales collateral. We work hard to ensure your sales pieces are useful and deliver solutions to your customers.

Looking to create an impactful sales tool? Let’s talk!
Jon Anderson
Jon Anderson
Vice President