Sales kit

From CEOpedia | Management online

Sales kit is a folder that contains informations about the specific company and its products. It usually consists of promotional materials designed to help the seller acquire new customers. The materials contained in the sales kit may be formulated in general terms or adapted to the individual potential consumer. Having a sales kit is one of the key elements in running a business. It turns out to be particularly useful when we meet potential customers and want to present our offer in an attractive way. It is also essential when participating in trade shows and other industry events. Sales kit shows the company's offers, explains its activities, shows what distinguishes the company from the competition, and also contains detailed descriptions of products and services[1]. We can say that the sales kit affects the overall brand image and creates its corporate design, so an attractive and fitting packaging and a reliable folder is the essence. A company should create a branded folder, professionally designed in a standard size, which must necessarily contain the company logo. The design of the sales kit can be basic or original, matching the pattern of the company's activity. The choice of design depends on the field of activity and creativity of the company[2].

The sales kit usually contains[3]:

  • Sales Letter - a typical letter written on letterhead, general but modified for the desired clientele to highlight specific features.
  • Informational Company Brochure - it serves to emphasize the history of the company, mission and vision, location, business history, managing people, opportunities. They show the features and benefits that distinguish a company from other companies.
  • Services/products overview brochure - serves the purpose of distinguishing offered products and services, adjusts to customer requirements. It gives promises of service, shows the mechanisms and processes used, as well as customer service.
  • Individual Services informations - when a customer is willing to purchase a particular service or product, this card is used to show the characteristics and benefits of that service/product.
  • Individual Industry Informations - when a service is targeted at a particular individual or industry, you can prepare a sales brochure that is tailored to your needs, highlights the service, know-how and shows understanding of your customer's needs.
  • Other - industry publications, relevant press releases, news about awards, industry analysis client testimonial.

Examples of Sales kit

  • A sales kit for a consulting firm may contain a brochure, business cards, case studies, a proposal template, an introduction letter and a price list.
  • A sales kit for a tech company may contain product manuals, promotional videos, product specifications, user guides, customer testimonials, and a demo disk.
  • A sales kit for a real estate company may contain promotional flyers, brochures, portfolio of properties, a financial calculator, and a home buyer’s guide.
  • A sales kit for a restaurant may contain menus, promotional materials, customer feedback forms, a loyalty card and a coupon book.

Advantages of Sales kit

A sales kit provides numerous advantages to businesses, such as:

  • It increases the efficiency of the sales process. A sales kit allows salespeople to quickly present their company's offer, helping them to make the most of their time with potential customers. This can be particularly effective when participating in trade shows and other events, as salespeople can quickly offer information and answer questions.
  • It helps to create a professional image. A sales kit can demonstrate the professionalism of the company and its products, helping to create a positive impression of the brand.
  • It helps to differentiate a company from its competitors. A sales kit can be used to showcase the differences between a company and its competitors, highlighting its unique strengths and advantages.
  • It can be used to attract new customers. A sales kit can be a powerful marketing tool that helps to generate leads and attract potential customers.
  • It can be used to educate and inform customers. Sales kits can be used to provide customers with more detailed information about the company, its products and services, helping them to make an informed buying decision.

Limitations of Sales kit

  • Sales kit is limited in its ability to show the potential customer the entire scope of product and services offered by the company. It also fails to account for the customer’s individual needs and preferences, as it’s generally tailored to a more generic audience.
  • Sales kits often contain too much information, which can be overwhelming to potential customers, making them ignore or forget key points.
  • Sales kits are costly to produce and need to be updated regularly, which can be time-consuming and expensive.
  • They may also become outdated quickly, due to changes in the market or the company’s offerings.
  • Sales kits are usually a one-way communication tool, without any feedback or interaction from the customer. This limits the seller’s ability to understand their customer’s needs and tailor their offerings accordingly.

Other approaches related to Sales kit

  • Sales training: This is a process of training personnel to understand the company’s products and services, as well as the processes, strategies, and techniques that make up the sales process.
  • Product demonstrations: This involves providing potential customers with an in-depth explanation of the product’s features and benefits and how it can be used to meet their needs.
  • Sales contests: This involves creating incentives for sales agents to increase their sales by offering rewards for achieving certain goals.
  • Sales collateral: This includes brochures, pamphlets, and other materials that support the sales process and help to create an attractive and persuasive sales presentation.
  • Customer service: This involves providing customers with the best possible service to ensure that they are satisfied and that their needs are met.

In conclusion, a sales kit is an important tool to help businesses acquire new customers and increase sales. Sales kit should include promotional materials, sales training, product demonstrations, sales contests, sales collateral, and customer service. All of these tools can help businesses to be successful in their sales efforts.


  1. Vashisht K. (2006)., A Practical Approach to Sales Management, Atlantic Publishers
  2. Stephenson J. (2007)., Ultimate Small Business Marketing Guide, Entrepreneur Press
  3. Jones E. (2014)., The StartUp Kit: Everything you need to start a small business, Harriman House Limited

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Author: Weronika Kmiecik