Please allow us to rain on your parade for just a moment if we may. Your company leads the pack in building your product. Of all the products out there, yours is the best. You have sales people criss-crossing the globe,
trying to make sure potential clients realize this and pick your product over the others.

But, and this is a big but, you haven't armed your sales team with the materials they need to close the deal. What do you do when your current sales materials consist of a slogan so vague not even the janitor knows what your company does?

Is there somewhere you can turn when the sales team politely, but insistently, refuses to use your current sales material because of how outdated or off-target it all has become?

You, my friend, need new sales material, and there is no time to waste. You lead the pack in your industry. Now it's time to put the words where your product is -- at the top of its game.

Go with what sells, abandoning all gimmicks, gadgets and empty promises

First, know that this is not easy. No two consumers are alike, and you must have content that appeals to ALL potential customers. Do not use hip lingo if you sell medical supplies for home-care facilities and the elderly, for instance. Not too many teens are in the market for a quality bedpan. Instead, talk to your sales team. Talk to your clients. What about your product or service breaks through and gets a response? That is the start of winning sales materials.

In marketing, as in warfare, you have to give your troops a diverse arsenal

Your sales materials needs to be targeted not only to your clients, but to your sales force. Joe might be most productive on the phone, so make sure he has some great scripts to follow. Give him some glossy, to-the-point postcards for follow-ups. Couple this with a detailed tri-fold brochure that really spells out the complexities of your product or service. That's a real one-two punch. Remember, though, that Sally prefers to contact folks by e-mail most days. Give her a series of pre-written sales e-mail messages that she can customize and use for a variety of scenarios (first contact, hot lead, requested information via our website, etc.)

Great sales materials help your company put its best foot forward

Your sales materials are like a first impression. That means they need to meet a high standard. All materials should be confident, clear and unforgettable.