Sales enablement · Sales collateral
Put the case in writing, so the deal survives after the call.
Sales collateral in Mengo is the material a prospect keeps once the conversation ends. It is developed from your products, services, customer personas and conversion objectives, so what they read later says exactly what they heard on the call.
- Aligned with stored products and personas
- Matched to a conversion objective
- The reader’s problemFrom: customer personas
- What the offer includesFrom: products, services and offers
- Why this and not the alternativeFrom: competitor research and MOAT analysis
- What to do nextFrom: the conversion objective
An example collateral structure. Simplified for illustration.
The problem
After the call, the prospect has to explain your offer to themselves.
A good conversation fades within days. If what you send afterwards is an old document written for a different offer, the prospect is left reconciling two versions of the story, and often they simply stop replying.
Collateral built from the same stored records as your scripts and landing pages gives them one consistent version to come back to, and to forward to anyone else who has a say.
See how products and offers are storedWritten for last year’s offerThe document describes a product that has since changed.
Out of step with the pageThe PDF, the landing page and the call make different promises.
No clear next stepThe reader finishes it and is not sure what you want them to do.
What collateral does
Three jobs a document does when you are not in the room.
Every piece of collateral is planned around the job it has to do for the reader.
Explain the offer
What the customer gets, written from the product and offer details you stored, without promising anything that is not sold.
Answer the comparison
How the offer differs from the alternatives the prospect is weighing, drawn from your competitor research.
Point to the next step
One clear action tied to the conversion objective for that stage of the sale.
What collateral draws on
Four stored sources keep every document accurate and on brand.
Each one lives once in Mengo, for your own business or for each client project you manage.
Products and offers
The products, services, offers and discounts the collateral describes.
ExploreCustomer personas
The reader, their situation and the questions they bring.
ExploreMOAT analysis
What genuinely sets the business apart, stated in terms a buyer can check.
ExploreVisual identity
Colours, type and style, so the document looks like the rest of the brand.
ExploreHow it works
Three decisions shape each piece of collateral.
A simple sequence for preparing sales collateral in Mengo.
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Pick the reader and offer
Choose the persona and the product or offer the document is about.
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Set the stage
Decide where on the conversion pathway it is read, and what it should move the reader to do.
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Write it in the brand
Draft the content in the brand’s voice and visual direction.
Where it fits
The last asset in the sales conversation.
Collateral picks up where the call leaves off and travels with the prospect toward a decision.
Questions founders ask
What you get, and what it replaces.
From the Mengo FAQ bank.
What is included in a Mengo subscription?
Every subscription includes automated content and campaign planning, continuous lead generation and nurturing, transparent activity logs, systematic lead conversion pathways, and full-cycle automation from planning through conversion without manual handoffs.
There are no additional services purchased separately: the system runs the complete marketing cycle as a single system.
How does Mengo replace outsourcing to an agency or hiring a marketing co-founder?
Mengo does what they would otherwise do (planning campaigns, generating leads, nurturing prospects and driving conversions) as a continuous automated system rather than as a service that needs briefings, handoffs and ongoing management from your side.
It is a self-serve platform, not a managed agency service.
Sales enablement & conversion
More in the sales module.
Sales collateral closes the loop the other sales assets open. Open the part of the module you need next.
See collateral built from your own offer.
Tell us what you sell and what prospects ask for after a call. We will show you how Mengo prepares sales collateral from the products, personas and objectives stored for the business.
- One version of the offer across page, call and document
- A clear next step in every piece
- A straight answer on fit for your situation
Rather write directly? Email info@mengo.si.