Essential Elements – Sales Sheets

Sales sheets should be as much about function as they are about form. Meaning, that while they should be visually designed to reflect your brand and capture attention, their main purpose is to convey very important information to retailers who may choose to purchase your products.

A well-designed sales sheet will prioritize both the key information, as well as the design elements that reflect your brand identity and speak to your target audience.

Some key considerations for a well-designed sales sheet

• Retailers & Distributors want to quickly scan the doc. They know exactly what information they need and will immediately look for it.
• Having a well-designed sales sheet gives retailers confidence that they are dealing with a well-organized, well-prepared company.
• Distributors will have sales reps who need to understand your product, the company, and the key sales information such as margins and volumes. They have hundreds of products, so that concise ‘pitch style’ info helps them know how to sell your product.

Layout & design considerations

• Do you want all your products contained to one sales sheet?
• Do you want different sales sheets for different product categories?
• Do you want stand-alone sales sheets for best-selling products?
• Do you have seasonal products that need their own seasonal sales sheets?

Elements of a good sales sheet

A good sales sheet will include information on both your company and brand, and your product information.

• Logo & visual branding
• Company values
• Contact information
• Clear product photos – not stylized, lifestyle photos but actual product photos
• Product attributes (local, organic, high-quality, etc.)
• Product names
• Short, meaningful product descriptions
• Individual price per product units, recommended sell price, profit margins
• Product storage, handling, and shelf-life information
• Individual product UPC code(s) – so the retailer can enter the codes into their system to be ready for sale when they receive their order.
• Master case UPC code – which is the case that houses the product.
• Number of units are in the master case.
• Skid/volume pricing
• Ordering specifics – order minimums, order cut offs, ordering lead times, delivery timing