By the time a prospective customer contacts your business, on average, they have already completed 57% of their decision making.  This leaves your business little time to help influence their decision.  In order to help influence these customers to purchase from you, they must have all of the necessary information available.  If there is sufficient product or service information on the company website it will help the customer begin their decision making with your business in mind.  This information is known as a buyer’s guide.  A buyer’s guide can be particularly helpful with B2B businesses as many companies feel they need to go with the industry leader, but as a small business, you can show them how your product compares with a buyer’s guide. 

A buyer’s guide allows the customers see all the relevant information and comparisons in one place.  This will include product specifications, similar product comparisons and testimonials.  It can be easy to create your own buyers guide as you already possess all the information on your product. 

Step 1 – Introduction

The first step in creating a buyer’s guide is to introduce your product or service.  This can be done by using a direct title, introductory statement and an outline as to how the buyer’s guide will be presented.  This will help customers know exactly what it is you are trying to sell and understand how to use the buyer’s guide.  This will make it easy for the customer to transition into viewing the guide and understand how to read it. 

Step 2 – Product Information

In this step you will explain your product or service in detail.  Here you can provide a definition of the product or service and explain how it will benefit them.  This can be in a table form where all the specifications are laid out, or in a descriptive paragraph form.  In this section you should also tell the customers when they will be needing your product, as they might now realize they need it sooner rather than later. 

Step 3 – Evidence

After describing the products you need to have supporting evidence.  This can come in the form of marketing research and/or testimonials.  By including research and statistics on the market and your business you can provide the information they need on how much they need your product.  By pairing that with testimonials, they can see how well your product works and feel that they need your product specifically. 

Step 4 – Comparison

If you are able to find accurate information on competitors, creating a comparison chart can be beneficial.  This will show where each product falls short and where they lead.  From this chart you can place where you are in the market and show just how good your product is.  By creating your own chart you are making it easier for customers to do a one stop shop on your website, and they do not have to look anywhere else. 

Do you agree with these tips?  Any others that you can recommend for newer online businesses?  Please share in the comments below. 

Based on the article “How B2B Marketers Can Create Buyer’s Guides to Control the Buying Process” By Samantha Mykyte From: http://blog.wishpond.com/post/107501644389/how-b2b-marketers-can-create-buyers-guides-to