Become the trusted advisor: why content is your secret weapon

I once bought a monitor. The first advisor tipped five minutes of technical knowledge over me, like a full wheelbarrow, without asking a single question. The result: irritation and no deal. The second asked two questions, listened, and then translated his knowledge to my situation, in language that meant something to me. He became my knowledge partner. I became his ambassador.

That small difference tells the whole story of the element content. Your most powerful sales instrument is not your smooth talk or your ability to close quickly. It is your knowledge, and above all your unique ability to make that knowledge relevant to the situation of the customer in front of you.

Why your customer needs your knowledge

Your customer can find the basic information themselves, often faster and in more detail than you could tell them. What they will not find online is the translation of that mountain of information into their context. The strategic consequences, the pitfalls, the optimal application. That is where you make the difference as an expert. I sometimes say: the sales is in the teaching.

Become the trusted advisor

The time of the product pusher is well and truly over. Your new role is that of knowledge partner. You proactively share developments and best practices. You teach, like a guide who helps the customer through the fog of options. You advise to measure, based on their need. And you solve problems, measurably and tangibly.

Two keys to make your content work

Two practical keys. Always translate features into benefits. "This software has automated reporting" then becomes: "this saves your team ten hours of dull manual work a month". And dare to be honest about the limits of your solution. Sometimes saying with full conviction that your offer is not the best one builds more trust in the long run than a forced sale ever could.

Content is the fourth element of the Customer Experience Model. For your next conversation, pick one feature of your offer and write down what it delivers for this particular customer, in their words. Want to know how you score on content, and on the other five elements? Take the free scan.