Designing an Effective Sales Kit

What is a sales kit?

Sales kits are tools used to market a business. It educates potential customers about your business and shows the benefits of your products and services.

A sales kit consists of educational and promotional material designed to help a sales representative win new customers. As competition grows across all industries, your sales kit can help your company stand out above the rest.

What does a sales kit look like?

They vary in size, shape, complexity and more. Sales kits can be formal, creative, high-tech, flashy, pocket-sized, and even scary (although we don’t recommend it). Some basic elements of an effective sales kit include marketing collateral, promotional products, and leave-behinds.

Sales Kit for Incentive Programs

What does it take to build a sales kit?

1. Know Your Target Audience

The first step is understanding your audience. Are they Fortune 500 companies or small businesses? You can go a step further by researching their demographics (i.e. age, gender, etc.) and psychographics (i.e. values, interests, etc.). This will help you determine the overall design and complexity of your sales kit.

2. Focus on the Main Objective

Build your sales kit around one single central idea. A sales kit can be very simple or very intricate. Whether it’s a new product launch or competitive promotional pricing, there should be one fundamental element that ties everything together.

3. Empower the Sale

This step is all about first impressions. Consider adding branded promotional items to your next sales kit. Branded polos, portfolios, notepads, pens, lanyards and badges give your company a professional, confident and credible image. Leave-behinds are just as important. Brochures and posters are great visual aids for potential customers.

4. Be Unique and Personable

The last step is closing the deal. Your finished product should tell your company’s story. It can be the beginning of a long-lasting customer relationship. As consumers prioritize personal interactions, your sales kit can create customer engagement and loyalty.

Keep in mind that sales kits do not last forever. A sales kit shouldn’t be printed, packaged, passed along for a few months, and then left to collect dust. It’s an ongoing project that requires updates making it always current and relevant. From concept to production, an effective sales kit can be a powerful and engaging tool to help grow your company!


Marisela De La Cuesta

Author Marisela De La Cuesta

Program Coordinator | Sales incentive program designer driven by passion, iced coffee, great food, and travel.

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