The short answer
Common sales collateral examples include cold emails, infographics, elevator pitches, account landing pages, call scripts, one-pagers, pitch decks, case studies, comparison sheets, demo recaps, ROI models, business cases, proposals, security packs and onboarding plans. Each fits a specific deal stage. Send it when the buyer is asking the question it answers, not before.
On this page
- The 15 Sales Collateral Examples by Stage
- First-Touch Sales Collateral Examples
- Discovery Sales Collateral Examples
- Evaluation Sales Collateral Examples
- Decision and Post-Sale Collateral Examples
- How to Choose the Right Example in the Moment
- Turning These Examples Into Per-Account Assets
- Generate collateral for any prospect from one line
- FAQ
Key takeaways
Every asset has a trigger: Send collateral when the buyer asks the question it answers. Early is noise; late is a stalled deal.
Short before long: First touches get one idea or one visual. Decks and proposals wait until the buyer has given you time.
Proof mid-funnel: Case studies and comparison sheets do their best work during evaluation, when doubts are specific.
Arm the champion late: Business cases and recaps are written for people you'll never meet. Make them work without you.
The 15 Sales Collateral Examples by Stage
The examples are grouped by the stage where they do their best work. All sample lines use fictional companies: Northwind sells freight quoting software, and Halden Freight is the prospect.
| Stage | Examples | Send when |
|---|---|---|
| First touch | Cold email, infographic, elevator pitch, account landing page | You have a specific reason to reach out |
| Discovery | Call script, account-specific one-pager | A conversation is booked or just happened |
| Evaluation | Pitch deck, case study, comparison sheet, demo recap | The buyer is testing whether you fit |
| Decision | ROI model, business case, proposal, security pack | The champion needs approval |
| Post-sale | Onboarding plan | The contract is signed |
For the strategy behind the stages, owners and upkeep, see the full sales collateral guide.
First-Touch Sales Collateral Examples
First-touch collateral has one job: earn a reply. Keep it short and clearly about the prospect.
1. Cold email with a research-based hook
- What it is: a short email built on one true, recent fact about the account.
- Send it when: you've found a real reason to reach out, such as a launch, a hiring push or a new market.
- Sample line: "Saw Halden is hiring three pricing analysts. Usually that means spot quotes are piling up."
See more in our cold email examples.
2. Sales infographic
- What it is: one visual that makes a single point, such as a before-and-after process or three outcomes.
- Send it when: a prospect replied with mild interest and you want them to see the idea in ten seconds.
- Sample line: "Spot quotes: from four handoffs to one click."
3. Elevator pitch
- What it is: a 30-second version of your value, framed for this buyer.
- Send it when: you need to explain yourself in a LinkedIn note, voicemail or quick intro.
- Sample line: "We help brokers like Halden answer spot requests in minutes, so fewer loads go to faster competitors."
4. Account landing page
- What it is: a short web page written for one company, with their situation, your approach and proof.
- Send it when: a high-value account deserves more than an email, often as the link in a second touch.
- Sample line: "Halden Freight: answering every spot request before lunch."
Discovery Sales Collateral Examples
Discovery collateral helps you understand the buyer and shows them you already understand a lot.
5. Cold call or discovery call script
- What it is: an opener, a reason for calling, a permission ask, discovery questions and objection replies.
- Send it when: never. It's rep-facing, used before you dial. Our cold call script guide has templates.
- Sample line: "How are spot quotes handled when Monday volume spikes?"
6. Account-specific one-pager
- What it is: one page on the value case for this company, built on what you know about them.
- Send it when: right after a first call, or before it as a pre-read.
- Sample line: "How Halden Freight can quote spot loads before competitors do."
The one-pager examples page shows eight variations of this format.
Evaluation Sales Collateral Examples
Evaluation collateral answers "will this work for us?" with proof, not adjectives.
7. Pitch deck
- What it is: a 10 to 15 slide story: the shift, the problem, your approach, proof, next steps.
- Send it when: a meeting is scheduled with enough time to tell the story. See pitch deck for prospects.
- Sample line: "Spot freight rewards speed now. Here's what that means for Halden's pricing team."
8. Case study
- What it is: a customer story with challenge, approach, results and a quote.
- Send it when: the buyer raises a specific doubt that a similar customer's story answers.
- Sample line: "Pinecrest Freight, a broker about Halden's size, now answers most requests the same morning."
9. Comparison sheet
- What it is: a fair table of you vs the status quo and alternatives.
- Send it when: the buyer mentions they're looking at other options. Our product comparison sheet guide covers the fairness rules.
- Sample line: "Three ways to price spot freight: spreadsheets, a rate-feed add-on, Northwind."
10. Demo recap
- What it is: a short email plus a one-page recap of what they saw and what was agreed.
- Send it when: the same day as the demo, so the champion can forward it while the meeting is fresh.
- Sample line: "What we heard, what you saw, and who does what by Friday."
Decision and Post-Sale Collateral Examples
Decision collateral is read by people who weren't in your meetings. Write it for them.
11. ROI model
- What it is: inputs from the buyer, a simple formula and an estimated return.
- Send it when: finance asks "what's it worth?" Build it with their numbers, not yours, using an ROI calculator template.
- Sample line: "Using Halden's own quote volume and win rate, here's the range we'd expect."
12. Champion business case
- What it is: one page your champion takes upstairs: problem, cost, proposed solution, price range, risks.
- Send it when: your champion says "I need to get sign-off."
- Sample line: "What slow spot quotes cost Halden each quarter, and what fixing it involves."
13. Proposal
- What it is: scope, pricing, timeline, terms and proof, in the buyer's language.
- Send it when: the buyer has agreed in principle and asked for terms.
14. Security and FAQ pack
- What it is: answers to IT, security and legal's standard questions, plus any certifications.
- Send it when: procurement or IT joins the deal. Send it early to avoid a late stall.
15. Onboarding plan
- What it is: a dated plan for the first 30 to 90 days, with owners on both sides.
- Send it when: the contract is signed, or as a late-stage closer to make go-live feel real.
- Sample line: "Week 1: lane data connected. Week 3: first quotes live. Week 6: review with Maya."
How to Choose the Right Example in the Moment
When you're not sure what to send, three rules cover almost every situation.
- Answer the question they just asked. If they asked about rollout, send the case study about rollout, not the deck.
- Send the shorter piece. If they want more, they'll ask, and that ask tells you the deal is moving.
- One asset per message. Three attachments get none opened. Pick one and say why you chose it.
Turning These Examples Into Per-Account Assets
Examples 1, 2, 3, 4, 6 and 7 all work far better when they're written for the account. They're also the ones most teams send generic, because tailoring each takes most of an hour.
Build the story once, then tailor the forwardable pieces. The Edithly sales collateral generator uses your playbook and each prospect's website to build those six, plus the call script, so every piece tells the same story.
How Edithly does it
Generate collateral for any prospect from one line
Edithly builds the per-prospect examples on this list, including the deck, one-pager, infographic, elevator pitch, landing page, emails and call script, from your playbook and the prospect's website.
- 1
Paste the prospect's site
In the Home box, paste the prospect's website with a one-line request, such as 'a pitch deck for this company' or 'a call script for their VP Operations'.
- 2
Send and approve credits
Send the request. If the assistant asks a follow-up question or asks you to approve credits, answer it or click Continue.
- 3
Open the result cards
Open each result, then copy the text or use Copy link for visuals. Shared links show a view count.
Website
Ready
- Their challenge
- Your answer
- Proof points
- Next step
- Styles
- Copy link
- By hand
- 30 to 90 minutes per asset, per account
- With Edithly
- A couple of minutes per asset
Frequently asked questions
What are examples of sales collateral?
Examples include cold emails, infographics, elevator pitches, account landing pages, call scripts, one-pagers, pitch decks, case studies, comparison sheets, demo recap emails, ROI models, business cases, proposals, security and FAQ packs, and onboarding plans. Most teams use six or seven regularly and the rest for specific deal situations.
What sales collateral should I send first?
Send something short that is clearly about the prospect: a cold email with a specific reason for reaching out, sometimes with a link to a brief visual such as an infographic or account landing page. Save decks, case studies and proposals until the buyer has replied and you know what they care about.
When should you send a case study to a prospect?
During evaluation, when the buyer has a specific doubt that a similar customer's story answers, such as whether rollout is realistic for a team their size. Pick the case study closest to their industry and situation, and say in one line why you chose it. Sending case studies in a first touch usually wastes them.
What is the most effective type of sales collateral?
There is no single winner, because each type answers a different question. The pieces that tend to move deals furthest are the ones a champion can forward internally: an account-specific one-pager, a business case or a demo recap. They work because they speak to stakeholders you never meet.
Which of these examples can Edithly create?
Edithly creates per-prospect cold emails with follow-ups and a LinkedIn note, cold call scripts, pitch decks, one-pagers, infographics, elevator pitches and account landing pages. It doesn't generate case studies, ROI models, proposals or security packs. It does draw on the proof points and case studies in your playbook when it builds each asset.