When people are making a difficult buying decision, they’ll naturally have questions and objections. This often means your sales team (or you, if you’re a small business) end up spending time answering the same questions over and over again.
If that’s happening in your business then you need a buyers guide.
A buyer’s guide is a piece of content that educates your buyer, answers their likely questions and overcomes some or all of their objections. A good buyers guide will be balanced and impartial. The aim is not to sell but to…
Your buyer's guide might take the form of a well laid out pdf, a printed booklet, a video (or series), a blog, an infographic, or any other media format. I find it's often easier to start with a written document while you play around with the structure and content, and then turn it into other formats afterwards. Whatever format you start with, consider recycling it by turning it into another media type to make it more accessible for different types of people.
Here's how to create one for your business...
Get my latest blogs, news and events every month by signing up to my newsletter