what type of collateral works?
And more important: How do you get your reps to use it? What Type of Collateral? There’s no hard and fast evidence that one type of collateral works better than others. The success of a particular piece is often tied to who the target customer is (if you’re aiming at superintendents, a flyer will probably not get them to take notice) and the kind of product you are selling (in general, the more complex the product, the more complex the collateral). Therefore, you should have available as many and as varied types of collateral as makes sense for your products, including canned e-mail announcements and responses; canned PowerPoint presentations; online and offline demos; printed and electronic sales sheets; white papers and case studies; press clippings; standards alignments; and more. The key to your collateral list is that it meets the needs of your sales reps. Give them what they ask for. A Custom Fit Obviously, collateral has to be accurate, well-designed, branded, and all the other
