In the high-stakes world of sales, the materials we present to prospects—our collateral—play a massive role in shaping perceptions, building trust, and moving deals forward. But are our emails, slide decks, and brochures as customer-focused as they should be? Too often, sales collateral falls short, packed with product details and company accolades that may not mean much to our prospects. I’ve been there, and I know how tempting it can be to showcase everything we offer. But over time, I’ve learned the immense value of reviewing and refining these materials to focus squarely on what matters to customers.
So let’s break down why this review process is critical, how to approach it, and the transformative effects it can have on your sales conversations.
Why a Customer-Focused Review is Critical
Elevates Prospect Engagement
When we make our collateral about the customer—addressing their challenges, goals, and industry context—we immediately increase engagement. Instead of skimming over a list of features, prospects are more likely to see how our solution fits their specific needs.
Builds Trust
When collateral focuses more on the customer and less on self-promotion, it demonstrates that we’re here to help, not just to sell. I’ve seen firsthand how a client’s attitude toward our proposal changed when we tailored it to highlight solutions for their pain points instead of leading with our credentials.
Shortens the Sales Cycle
I can’t tell you how many times I’ve been able to move a deal faster simply because the materials I provided were directly relevant to the customer’s objectives. A concise, customer-centric approach saves everyone time by eliminating unnecessary back-and-forth.
How to Review Sales Collateral for Customer Focus
1. Step Into the Customer’s Shoes
It may sound simple, but one of the best ways to make your collateral more customer-focused is to step back and imagine you’re the customer. I ask myself questions like:
- What would stand out as valuable to me if I were the prospect?
- Does this content address the key pain points the customer shared with us?
- Are we making it easy for them to see how we solve their problems?
2. Perform a “So What?” Check
The “So What?” exercise is one I swear by. As you go through your collateral, look at each section and ask, “So what?” about the details you’re presenting. If a statement or feature doesn’t clearly connect back to something the customer values, it’s time to rethink it. When I started doing this, I found that I was able to replace a lot of fluff with more impactful statements that got the customer’s attention.
3. Highlight Customer Benefits Over Product Features
Features are important, but benefits drive value. As you review, ensure each feature is directly tied to a benefit for the customer. This shift may sound subtle, but when done right, it’s powerful. For instance, rather than saying, “Our software has real-time analytics,” try framing it as, “Gain instant insights to make faster, data-driven decisions.” It changes the focus from what you have to what the customer can achieve.
4. Make Use of Customer Testimonials and Success Stories
Another game-changer for me has been integrating testimonials and case studies that reflect similar challenges faced by my prospects. Real-world success stories make the message relatable and credible. Prospects start to see themselves in the scenarios you’re presenting, creating a stronger connection to the solution.
5. Review for Clarity and Simplicity
One of the most effective shifts I made in my sales materials was simplifying the language and removing industry jargon. Clarity is crucial for making your collateral accessible and impactful. I often read through materials with a fresh perspective and ask, “Could a new customer quickly understand the benefits here?” Simplifying can make your materials feel lighter and less overwhelming to customers.
The Transformative Impact of Customer-Centric Collateral
Increased Deal Conversions
After revising collateral for one particular sales initiative, focusing entirely on the customer’s challenges, we saw an uptick in deal conversions. It was a reminder that when materials resonate with prospects on a personal level, they feel more compelled to take action.
Improved Relationships and Trust
Prospects notice when your materials are genuinely customer-focused. By demonstrating that we understood their world, I’ve been able to establish stronger relationships that paved the way for smoother sales conversations and better rapport.
More Engaged Sales Team
When sales reps feel they have collateral that’s effective, relevant, and focused on customer needs, it empowers them to go into conversations with confidence. It’s a morale booster, and that enthusiasm often translates to stronger pitches and better results.
Action Steps to Create Customer-Focused Sales Collateral
- Set Aside Time for Review: Schedule a regular time to review your materials for customer focus. Fresh eyes make all the difference.
- Gather Feedback: Get feedback from prospects or customers, and adjust accordingly. If you’re already on good terms with a client, ask for honest input on what helped them the most.
- Empower Your Team: Share this practice with your sales team. Encourage them to apply the “So What?” test and focus on benefits over features.
- Track Impact: Take note of the changes you implement and track how they impact your sales metrics. This helps you see what’s working and what still needs tweaking.
Refining our sales collateral to be customer-focused is a transformative step for any sales professional or team. It may take some initial effort, but the results are more than worth it. With each review, you get one step closer to materials that not only speak to your prospects’ needs but also elevate the entire sales experience. Ready to make your collateral work harder for you?
