5 Best Practices for Creating Sales Aids That Get Results

 Sales is, in large part, the art of capturing and keeping attention. You can't convert leads or land deals if prospects don't notice you, and once they do, you need to keep them interested. You need to be able to convey the benefits of your product concisely, compellingly, and convincingly to really keep them on board.

Free Download: Sales Plan Template

Any resource that can help with that process could be huge, and there's one you might not have heard of — depending on your industry. I'm talking about sales aids.

What are sales aids?

Sales aids are resources sales reps distribute to prospects to offer product information or enhance sales presentations. Sales aids are visual in nature, generally supported by concise copy, and often presented in face-to-face meetings. Some are as simple as individual slides, while others are more interactive.

Sales aids are most commonly associated with healthcare and pharmaceutical sales, but the concept isn't necessarily specific to those industries. Any sales representative looking for a succinct but comprehensive way to inform prospects about the nature and benefits of a product stands to gain a lot from understanding sales aids.

Whether it be by complementing a sales presentation or connecting with a perfectly new prospect, sales aids can be excellent assets for any salesperson looking to capture and keep potential customers' attention.

Let's take a look at how to create them thoughtfully and effectively.

How to Create Sales Aids

When creating sales aids, there are some best practices to abide by.

1. Understand your product and the world around it.

That statement might appear obvious, but there are some layers to it. Understanding your product isn't just a matter of knowing how it works. You have to know its context. Where does it stand relative to your competition? What are you doing better than them? What can you offer that they can't?

Know the answer to those questions. Understand what sets you apart, and make sure your sales aids reflect that — above all else. If your sales aids mull over the same perks all your competitors are touting, why would your product mean anything to prospects? Once you understand your product, your brand, and where you stand, move on to step two.

2. Zero in on a primary problem or benefit.

There will always be one consequence or concern your product addresses more than any other. Lead with that in your sales aid. Identify the single most important point you want prospects to take away from your presentation.

Structure your sales aid to put that concept or pain point front and center. Present it succinctly and supplement it with some mission-critical information. Take a look at this sales aid from Zyrtec for inspiration.