How to make and use sales tools and useful applications

 Sales tools are necessary for efficient sales activities. They are various types of materials. Starting with business cards  for the first meeting, the main ones are company brochures and various catalogs and pamphlets.

In addition to these materials that are commonly used by everyone, unique materials and proposals tailored to each customer are also important sales tools.

There are many types of sales tools, depending on the situation and relationship. Let's take a look at some of the most common ones.

Business cards

Business cards are universally needed. As a businessman, you should never run out of business cards in a sales situation. Although you may not be able to change the business cards that are provided to you, if they contain information that leaves something in the minds of the recipients, such as the company's catchphrase, management philosophy, or phrases of value that customers can obtain, they will become the starting point of your sales activities.

Self-introduction tool

Since business cards have limited space, a self-introduction sheet using A4 size paper is effective for more detailed self-introduction. Describe your thoughts on your work and products, and your position in the company.

Company Brochure

This is a sales tool that comprehensively shows what kind of company you are, what you stand for, and what benefits you can offer. Official brochures are often formulaic and don't always move the reader's heart. If this is the case, consider creating your own company brochure.

Product brochures, flyers, and catalogs

This is the information about your company's products and services that you want them to receive. This is also an essential sales tool, as customers will first look at this material and make various considerations.

Case studies

This is an introduction of customers who have actually purchased your products or services. It will help you understand from the user's perspective why they introduced the product or service and what happened as a result.

A number of case studies are provided for each type of customer and each type of issue, to help resolve any concerns associated with the introduction of the product or service, and to guide the user through the post-introduction image.


Booklets can be anything that will benefit the other party, such as behind-the-scenes tips and know-how from a professional point of view, mistakes that are often made, and common Q&A.

You can also have the other party keep the booklet separately from the results of the business meeting, in which case it becomes a long-lasting sales tool. Even if you don't visit the client, you can upload it to your website and use it as a tool to acquire potential clients.


A newsletter is an informational paper issued on a regular basis. It informs you of the recent situation of your company or products, including the seasonal topics of the day. Unlike direct mail, which has a pushy feel, newsletters are literally "news" media that provide useful information on their own.

Talk script

In sales appointments and initial visits conducted over the phone, the explanations to and responses from the other party often follow a certain pattern.

This pattern or flow of conversation is called a talk script. It is used to share the killer phrases and exquisite turnarounds developed by each salesperson with the other members of the team.

It is also useful for avoiding complaints and problems by having all salespeople give the same answers.

Sales Manual

A sales manual summarizes how to proceed with each sales tool from the appointment to the closing. It includes not only techniques, but also ideas and specialized knowledge. The sales tools can be passed on to other companies without much problem, but the sales manual is something that should never be revealed.

Thank you letters

This sales tool is a postcard or envelope to express your gratitude when a visit, negotiation, or contract is completed. Handwritten letters in particular convey human warmth and give a good impression to customers. It is not easy to make and send a postcard each time, or to write it by hand each time. It is a good idea to have postcards and stamps available at the department level.

Proposals and proposals

The most important sales tool is the proposal, which is directly related to the contract. They should include the client's issues and solutions, and be crafted to not only look good, but also to win orders. While originality is important in a proposal, it is also effective to share the flow and appeal points.

Approach book

The approach book is a set of the sales tools listed above. It consists of a company profile, self-introduction, product description, flow up to introduction, post-introduction image, rough estimate, Q&Q, etc. Since it is often a large volume, it is important to share the flow and appeal points. Since it is often a large volume, some or all of it may be made into digital data and sent by e-mail immediately after the presentation.

How to create sales tools

Official company brochures and business cards are provided by the company, but other sales tools are often created by the department in which you are working.

Sales tools are not only about the apparent design, but also about how well they address the issues and concerns of the people you are selling to.

The first thing you need to do is to conduct interviews and research about your customers. Based on this, we come up with catchphrases, attractive offers, and layouts. This is not the end of the process, but rather the beginning of a process of improvement, which involves examining what the problems are in the field, whether there are differences in the skills of the salespeople, whether the information is outdated, and whether it is effective.

It is narrative rather than inorganic information that moves the customer's heart. Therefore, it is important to incorporate some kind of story or information that is connected to the story in your sales tools.

Who created the company or product and from what perspective?

What are the thoughts and feelings of the president, developers and yourself?

What kind of setbacks and twists and turns have you experienced in getting to this point?

What frustrations and twists and turns have you encountered in getting to this point? - What organizational structure, sales methods, service policies, etc. embody these ideas?

Is there a catchphrase or surprise that grabs your attention?

Is there a catchphrase or a surprise that grabs your attention?

Is there a photo or illustration that has impact?

What to pay attention to

Ease of understanding

 Avoid using technical words, so that anyone can read and understand it easily. It is important to use photos and illustrations well.

Advantages from the customer's point of view

 It is tempting to list all the features, but focus on the benefits the customer will receive.

Use numbers and data effectively.

 In order to increase credibility, try to use physical numbers in graphs and comparisons.

Useful apps as sales tools

These days, almost everyone has a smartphone. Here are a few apps that can be used as sales tools.

Business card management apps

These are apps for managing business card information on your smartphone or PC. You can manage your business cards by simply taking a picture of them with your phone's camera. Since the captured images are manually converted into text data, there are no misconversions.

Also, if you are using the same app, you can connect with other users on the app and receive automatic notifications when their departments change.

Use of flyers and pamphlets as sales tools

One of the most familiar and common sales tools are flyers and pamphlets. Here are a few effective ways to use them.

Add special offers and services

Add a benefit to the flyer or brochure itself, such as a 10% discount for bringing the flyer. It is also effective to make it limited. For example, "Until the following day," "Only at this store," or "Only for new customers.

Direct mail

It's hard to visit new customers and hand-deliver the mail, but sending it as direct mail is a good first option to consider.

Sending PDFs by email

If you have a certain level of relationship with your business partners, you can send them a PDF for them to see. If you have a lot of pages and it is large, you can try reducing the resolution or uploading it to an online sharing service.

Send by FAX-DM

For corporate products, direct mail by fax is another commonly used method. It is important to note that faxes are in black and white, so if you are using color and color-coded instructions, you will need to improve them so that they can be understood in black and white.

Distribute to existing customers

When you create a new flyer or pamphlet, you can try handing it out to customers who have already purchased your products. This will give you a chance to see their reaction, get advice, or even introduce them to new customers.

Upload to your website

You can also upload the PDF to your company website for download. You can also upload the PDF to your company website for download, where you can register your contact information to create a list of potential customers.

Use the text for other sales tools

Catch copy and text can be used in other sales tools. You may be able to transcribe the text into a newsletter or website, or put the headline on a business card.

Continue on the Web.

You can also direct people from the flyer to your website for more detailed information. You can write "Search by" or include a QR code.

Hand out at checkout

If you have a physical store, you can give them to your customers at the time of checkout with the receipts and products. In most cases, you can take it home with you.

Place them outdoors or in the neighborhood

If you have a store, you can use outdoor signs and racks to place your flyers and brochures. Even if it is difficult to get into the store, you can easily get them outdoors.

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