The 5 Pieces of Content Every Technical Sales Rep Should Have on Hand
There’s no shortage of talk about marketing and sales alignment. But let’s get real: when your sales team is in the thick of a technical sale—trying to build trust, navigate the RFQ process, and convince skeptical engineers that you’re the best option—content isn’t a buzzword.
It’s backup.
Great sales content is what gives your rep something to send after a tough call, before a big meeting, or when the buyer goes quiet. It helps educate the rest of the buying committee, answer questions your rep didn’t get a chance to handle live, and reinforce your credibility in a crowded market.
So what does that actually look like?
Here are the five content assets every technical sales rep should have on hand—whether they’re talking to a design engineer, a sourcing manager, or a VP of ops who’s tired of missed specs and late deliveries.
1. The Pricing Explainer
Let’s start with the elephant in every RFQ inbox: price.
Buyers want transparency. Reps want flexibility. Procurement wants predictability. Everyone is walking a tightrope—and content can help.
A great pricing explainer doesn’t have to give away your margins or publish a rate sheet. But it should help buyers understand what factors drive cost.
That means:
- What goes into your quote (material, tooling, labor, setup, certs)
- What drives prices up (tight tolerances, quick turns, complex geometry)
- What can lower cost (volume, alternate materials, bundling)
A simple PDF, blog post, or calculator that says “Here’s what affects the price—and why” can disarm objections and reset expectations.
Pro tip: Add this to every quote follow-up email.
“Here’s a quick resource that explains the cost drivers you’ll see reflected in our estimate.”
This earns you trust without boxing you in.
2. The Technical Guide or Application Explainer
Every sales rep faces the same moment: the buyer says, “Let me talk to my team,” and you know that conversation will happen without you in the room.
Your job? Arm your champion with the right technical content.
This could be:
- A metallurgical guide that breaks down temper grades and applications
- An “engineer’s checklist” for spec’ing in your product category
- A side-by-side comparison of forming methods
- An industry-specific explainer (e.g., “Best Coatings for Subsea Cable Assemblies”)
These aren’t brochures. They’re tools for confident decision-making.
Key mindset: The best content makes your customer look smart to their team.
If they’re going into a design review or budget meeting, give them something they can forward with confidence.
3. The Objection-Handling One-Pager
Every industry has its own set of “Yeah, but…” moments:
- “Yeah, but can they hold that tolerance in production?”
- “Yeah, but are they ITAR registered?”
- “Yeah, but we’ve never heard of them.”
Don’t wing it. Build a small library of one-pagers or slides that address the biggest objections you face on repeat.
These should:
- State the concern clearly
- Explain how your company addresses it
- Include proof: photos, quotes, data, accreditations, test results
This is the industrial version of “Here’s the receipts.”
Real-world example: A supplier of precision slitting services created a one-pager showing their entire inspection workflow—with photos of the equipment, gauge specs, and pass/fail tolerances.
It didn’t just tell buyers they were accurate. It showed them.
4. The Case Study or Proof Piece
Don’t underestimate the power of a well-told story.
A case study that shows how you helped a similar customer overcome a familiar challenge can move a buyer from maybe to let’s talk specs.
Case studies should include:
- The problem the customer was facing (late deliveries, yield issues, cost overruns)
- Your approach (collaboration, tooling changes, material swaps)
- The outcome (scrap reduced, spec met, cost avoided, uptime improved)
If your sales team sells across industries, have a few vertical-specific examples:
- “How We Helped a Medical Device OEM Cut Lead Time by 3 Weeks”
- “From Scrap to Spec: Solving a Tolerance Issue for Aerospace Heat Exchangers”
- “Reducing Rework in Multi-Up Stamping for Automotive”
Even if a buyer doesn’t read the whole thing, a title alone can open doors.
5. The Virtual Tour or Process Video
In-person tours are valuable—but rare. And even when they happen, they only include a few key stakeholders.
A short, honest, well-produced virtual shop tour lets you bring the rest of the buying committee with you.
What to include:
- Your clean, organized shop floor
- Quality control processes and inspection steps
- Packaging and material handling
- Safety and training protocols
- A few friendly, knowledgeable faces
This video doesn’t have to live on your homepage. It can be unlisted, shared via a private link by your sales team with a message like:
“Here’s a short video you can share with your engineering and quality team—it walks through how we run and what you can expect from our process.”
It builds confidence. It builds familiarity. And it tells the buyer, you’re welcome here.
One Great Piece of Content Is Worth 10 Follow-Ups
When your sales team has the right content at the right time, the conversation changes.
They’re not chasing. They’re leading.
They’re not pitching. They’re guiding.
They’re not hoping. They’re helping.
That’s what real sales enablement looks like. And it starts by making sure every rep has the tools they need—in their inbox, in their CRM, or saved right to their desktop.
This isn’t extra work. It’s a force multiplier.
Want help building your sales content toolkit?
Schedule a discovery session with The Right Horse.
We help manufacturers create content their sales team actually uses—because it actually works.
