Blog

Creating Sales Aids That Make a Difference

Madison Taylor Marketing

Topics: Strategic Marketing

In the process of turning strangers into customers, marketing is only half the battle. The second half is sales, and it can be an art form. You need to capture people’s attention and keep them interested, and that means conveying the benefits of your product concisely and convincingly. That’s not easy, which is where sales aids come in.

What’s a Sales Aid?

Simply put, a sales aid is a resource that sales reps keep on hand to boost their presentations. They’re usually visual-first, focused on captivating graphics and data with only minimal, concise copy to accompany the pictures.

Sales aids are most commonly associated with complicated industries with intricate pricing models or dozens of SKUs, where a sales prospect can’t be expected to remember every aspect of the products you offer. But a sales aid can be helpful in any industry. Here’s how to build a good one.

Stand Out

No matter how crowded your industry is, there’s something that makes you stand out from all the rest. That’s what you need to focus on. A good sales aid isn’t just about explaining your products perks and how it works — your customers are going to shop around, and they’ll see plenty of those — it’s about what you’re doing better than everyone else.

Focus on Pain Points

There are a few different angles to take when you’re selling your product, but the one you need to focus on for the most impactful results is the problem that you’re solving. There will be plenty of time for you to get to the nuts and bolts of how your product works, but you need to start with your main pain point front and center.

Check out this sales aid from Scotts lawn care products:

ScottsVideoSalesFolder

Scotts couldn’t possibly be more direct with this brochure. The entire first page is dedicated to a common customer question that Scotts can address. The inside of the brochure has plenty of other information about the specifics of lawn chemicals, but the pain point comes first.

Make Your Data Look Good

Depending on your industry, you might need to include a lot of granular data about your product and its benefits. The results of scientific studies, breakdowns of your pricing model, comparing similar SKUs, and so on are important, but huge tables of text are a surefire way to make a prospect’s eyes glaze over.

If you’re going to include data, make it simple to read. Turn it into a graph that’s obviously labeled. Use brand colors to highlight important comparisons. And add a short piece of copy that explains the main takeaway from each graph in case your customers aren’t visual types.

Take Your Sales to the Next Level

A well-crafted sales aid is what you leave behind when your sales meeting is over. It’s what lingers in your prospects’ minds after the face-to-face part has ended, and it’s what will prompt them to call you back when they’re ready to make a decision. If you can supplement your message with a good sales aid, you’ll stand to gain a lot.

Next Step

Your company’s marketing should be the secret sauce, ever elusive unicorn, and magic bullet that your company has been waiting for. Bottom line, it should be bringing you that money.

Strategic Marketing Inbound Marketing
How to Use Marketing for a Successful Business Pivot
Blog
How to Use Marketing for a Successful Business Pivot

It’s an unfortunate fact of life that a lot of businesses fail. 21 percent of businesses don’t make it past their third ...

How to Use Audio in B2B Marketing
Blog
How to Use Audio in B2B Marketing

Yeah, we know. Audio? Didn’t that die out when we all started carrying the internet around in our pockets? In a sense, ...

4 Dos and Don’ts of Account-Based Marketing
Blog
4 Dos and Don’ts of Account-Based Marketing

We’ve written extensively about account-based marketing in the past. The basic idea is simple — rather than spreading ...

Why Your Customer Success and Marketing Teams Should Get Along
Blog
Why Your Customer Success and Marketing Teams Should Get Along

There’s an old story that P.T. Barnum, one of history’s greatest showmen, used to get annoyed that people lingered too ...

Building a Martech Ecosystem
Blog
Building a Martech Ecosystem

The great thing about being in the marketing world in the 21st century is that there’s so much software to help you do ...

Why Integrated Marketing is So Important
Blog
Why Integrated Marketing is So Important

It wasn’t so long ago that there were only a handful of channels you could use to market your business. TV, magazines, ...

How Mobile and Location Data Work With Integrated Marketing
Blog
How Mobile and Location Data Work With Integrated Marketing

Integrated marketing is a simple idea with a potentially complicated plan of execution. The goal is to create marketing ...

Making the Most of Your Content: An Integrated Marketing Guide
Blog
Making the Most of Your Content: An Integrated Marketing Guide

Most companies build their marketing over time, adding one piece to another as the company grows. When you first ...

Push vs. Pull Marketing: Getting Them to Work Together
Blog
Push vs. Pull Marketing: Getting Them to Work Together

Think about the last time you made a major purchase — the kind of thing that took more than a day to decide on. How did ...

Tired of Hunches? Taking the Guesswork Out of Marketing
Blog
Tired of Hunches? Taking the Guesswork Out of Marketing

Everyone needs to be marketing on Facebook. Email marketing is the best bang for your buck. TikTok is the next big ...

Determining Which Channels Are Your Top Performers (and Why the Others Aren't)
Blog
Determining Which Channels Are Your Top Performers (and Why the Others Aren't)

Marketing is a balancing act. You’ll be running campaigns on half a dozen or more channels — digital ads, search, ...

Yes, You Need Buyer Personas. Here’s Why.
Blog
Yes, You Need Buyer Personas. Here’s Why.

Buyer personas are a core component of virtually every marketer’s plan. They’re a fictionalized, generalized ...

Need More Help? Talk to the Experts.

Contact Madison Taylor Marketing