White Papers “Set the Agenda” for Purchase Decisions
By Janice KingMany companies use white papers at the beginning of the sales cycle to attract prospects.
But white papers can also be useful in a later stage of a sales cycle, when an individual customer or a buying committee is identifying the final purchase criteria and narrowing the list of products and vendors that will receive further consideration.
A white paper can set the agenda for a purchase decision by convincing the reader that the areas where your product is better than its competition are the most important to consider.
For example, a statement of direction white paper communicates the importance of future product directions as an important purchasing factor.
A white paper that presents a product selection guide also can set the purchasing agenda in a prospect’s mind.
Decision tools such as selection trees, product-comparison checklists, and payback worksheets in the white paper can help readers identify the key factors for choosing a particular product or vendor.
When customers reach the decision point, the buyers may need a comprehensive understanding of your product’s underlying technologies, distinct applications, and implementation or migration strategies–all are ideal topics for white papers.
A white paper also can be an advocacy piece that presents your company’s viewpoint on industry standards and trends as a subtle way of diminishing a competitor’s offerings or messages.
When written to help customers make a valid purchase decision (even if they don’t choose your product or service in the end), a white paper can build the prospect’s confidence and trust in your company.
About This Guest Blogger: Janice King is author of the book and blog Copywriting That Sells High Tech and is an award-winning freelance copywriter.
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May 24th, 2007 at 2:52 pm
Nice post Janice!
I’d just like to echo your main point, white papers are a great tool to advance and support the close of a sale. I think it’s their most overlooked use.
When I sold in complex sales environments, I always liked to have a white paper ready for every decision maker (various roles and interests), as well as a white paper designed to takeaway any traps set by competitors…attacking perceived weakness in my solution. Over a 4-8 month sales cycle, I might use 3-5 white papers to position my offer, trap competition, and advance the sale beyond a sticking point. All were used after a sales opportunity had started.
May 24th, 2007 at 5:19 pm
Hey Jim - Thanks for your opinions. They are always welcome here! - Mike
May 28th, 2007 at 9:04 am
Jim –
Thanks for your kind words about my post. Your examples about how you use white papers throughout the sales process should help everyone expand their thinking.
Janice King
Copywriter and Author
Copywriting That Sells High Tech