Creating educational content for your sales team can significantly enhance their ability to engage customers, communicate product value, and close deals more effectively. However, poorly designed content can do more harm than good—leading to confusion, inefficiency, and inconsistent messaging. To ensure your content is useful, strategic, and aligned with business goals, here are the key do’s and don’ts to keep in mind:
Do’s
Do Align Content With the Buyer’s Journey
Create different types of content for various stages of the sales funnel—awareness, consideration, and decision. Product overviews, case studies, technical specs, and objection-handling guides should be tailored to when and how prospects engage with sales.
Do Collaborate With the Sales Team
Involve sales professionals in the content creation process. Gather feedback on customer objections, product questions, and common gaps in knowledge. This ensures that your materials address real-world needs and are immediately useful.
Do Focus on Solving Customer Problems
All educational content should be framed around how your product or service solves customer pain points. Focus on benefits, use cases, and ROI—not just features or technical jargon.
Do Keep It Visually Clear and Structured
Use clean layouts, clear headings, bullet points, infographics, and charts to improve readability. Sales reps need quick-reference materials they can absorb and present under time constraints.
Do Update Content Regularly
Product specifications, market trends, and customer needs evolve. Set a schedule to review and refresh content to ensure accuracy and relevance.
Do Use a Centralized Content Hub
Ensure your content is easily accessible with a digital library or internal portal. Sales enablement tools like CRM-integrated content repositories can help keep everything organized and searchable.
Don’ts
Don’t Create Content in Isolation
Avoid developing content without consulting the sales, marketing, and product teams. Siloed efforts lead to generic or misaligned materials that don’t reflect real customer conversations.
Don’t Overload With Technical Details
While technical data is important, avoid overwhelming sales reps with highly detailed specs unless the material is specifically meant for that purpose. Provide summary sheets or key talking points when possible.
Don’t Rely Solely on PDFs or Static Documents
In 2025, dynamic and interactive formats such as videos, webinars, product demos, and slide decks are more engaging and versatile. Use multimedia to bring your content to life.
Don’t Ignore Objection Handling
Educational content should proactively address common objections. Sales reps benefit greatly from pre-crafted responses or data-backed counterpoints to frequent concerns.
Don’t Assume One-Size-Fits-All
Different roles in the sales team (BDRs, account managers, technical consultants) may require tailored content. Consider their specific functions and customer interactions when designing resources.
Don’t Skip Performance Tracking
Failing to track how content is used—or whether it contributes to sales outcomes—means missing out on opportunities to optimize. Use feedback loops and content analytics to measure effectiveness.
Conclusion
High-quality educational content is a powerful asset for any sales team, especially in the complex world of building materials. By focusing on clarity, relevance, and usability—and avoiding common pitfalls—you can empower your sales team with the knowledge and tools they need to perform at their best.
