Enablement, Marketing, Sales

Sales Document Best Practices

By Seismic — On 4 January 2024

Ready to unlock synergy between your sales documents and sales enablement efforts? Dive into this article to learn how strategic sales resource management can supercharge your sales team and drive more wins.

Summary

Sellers use sales documents at every stage of the buyer’s journey. But without a well-organized system in place, they waste too much time searching for the resources they need the most. In this article, we’ll cover five best practices that can help you improve your organization’s sales document management efforts.

What are sales documents?

Sales documents are written materials that are used in the sales process to communicate information and facilitate transactions between buyers and sellers. These resources — which are also known as sales collateral or sales assets — help reps move buyers through the sales funnel. They convey value, build trust, and provide the information a prospect needs to know when deciding whether or not to buy a product or service.  

Ideally, frontline teams have access to many types of sales documents for their buyers’ various needs and stages. Common examples of sales documents include:

  • Pricing documents: One of the most fundamental of all sales assets, a pricing document outlines the cost structure and financial terms associated with a product or service. One excellent resource is a sales contract template that outlines the terms and conditions of a sale, including payment details and a detailed breakdown of the pricing structure. Sales documents like these offer potential buyers an overview of expected expenses.
  • Case studies: Case studies focus on the success of a customer who is currently using the product or service a prospect is considering. It details the challenges the customer faced, the solution implemented, and the positive results achieved.
  • Product demos: Sales reps use product demos to showcase the features, functionality, and benefits of a product to potential customers. Product demos can be delivered in written formats and through other channels, such as webinars, video tutorials, or interactive online platforms.
  • Competitive battle cards: These are the most strategic item every sales organization should have in its list of sales documents. Competitive battle cards are used internally and They equip sales teams with valuable insights of market competitors so they can make informed decisions when engaging with customers or prospects.

Best practices for sales documents

Sales documents can vary widely in performance. The most effective ones are well-crafted, compelling, and delivered at the right time. For guidance, here are five best practices to keep top of mind as you prep sales documents and fine-tune your sales documentation process:

Tailor sales documents

Customizing sales documents to resonate with each prospect’s needs, challenges, and interests is essential. First, gather insights into specific pain points, industry trends, and preferences. Then, personalize the content to demonstrate that you understand their business and how your product or service will address their unique challenges.

Map documents to the buyer’s journey

A well-stocked sales document repository has resources that align with each stage of the buyer’s journey (awareness, consideration, decision). Recognize where your prospects are in the sales funnel and use your sales documents accordingly, anticipating common objections at each stage.

Use interactive content

While multimedia elements such as videos and infographics make your sales documents visually appealing, interactive content is even more engaging and memorable. For example, interactive quizzes or assessments offer prospects insights into their needs or challenges. The answers provided can also be used to improve customization.

Track and measure effectiveness

Analytics tools demystify how prospects are interacting with your sales documents. You can monitor a wide range of metrics, including time spent on each page, click-through rates, and document downloads. Feedback like this will help you identify which elements are most effective, as well as those that could be improved.

Leverage a sales enablement tool

Implementing a sales enablement platform to centralize all your sales documents ensures that your sales team has easy access to the latest and most relevant materials. Sales enablement streamlines the distribution process and maintains version control to ensure that everyone is aligned and using the most up-to-date materials.

Sales Content Reimagined

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Incorporating these best practices into the preparation of sales documents and your sales documentation process can enhance the effectiveness of your sales strategy overall, helping your teams achieve growth.

Deliver the right sales docs at the right time

At Seismic, we make it easy for clients to organize a central hub for sales documents for quicker discovery, personalization, distribution, and tracking. Our sales enablement solution ensures sellers are equipped with the knowledge and resources needed to deliver the right sales documents at the right time. To learn more, check out Seismic in action by watching these short, led-by-you demos that address common sales challenges.

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