Why Education Is the New Sales Pitch: Turning Clients into Informed Customers

Written by:
Kara Alcamo
Published on:
September 21, 2023

Within the complex and ever-evolving realm of B2B interactions, client education is emerging as a robust strategic pillar. Empowering clients with knowledge and understanding of your product or service sets the stage for sustainable growth and enduring relationships. 

But how can businesses tap into its potential? 

Traditionally, sales and marketing have focused on persuading clients to purchase a product or service. While this has worked in the past, today's informed customers demand more. They crave knowledge about the product, its application, and how it can benefit them specifically. Therefore, a lack of client education can cause a significant problem for B2B organizations. Ignorance breeds uncertainty, leading to hesitations, missed opportunities, and ultimately, lost sales.

The role of client education is not to sell but to equip clients with the skills and knowledge they need to get the most out of a product or service. Instead, the end goal is to build loyalty and trust, leading to higher customer retention and word-of-mouth marketing. The more your clients know, the more they can get from your product.

Dissecting the Misunderstandings

Many advertisers mistake client education for marketing or believe it's a task that doesn’t generate immediate revenue. This couldn't be further from the truth. Statistics show that consumers are over 100% more likely to buy from a brand after engaging with early-stage, educational content. In other words, the return on investment for client education can be immense.

In fact, some other misconceptions to debunk are:

  • It’s eExpensive: Client education doesn’t require a hefty budget or significant resources. With the proliferation of digital platforms and tools, educating clients can be done without breaking the bank – resulting in brand loyalty and advocacy that can lead to higher ROI.
  • Your product is straightforward to use: Even if it seems intuitive, it may not be for your customers. Never underestimate the power of a well-crafted tutorial to enhance its value.
  • Clients aren’t interested in learning: Modern customers want more than a transactional relationship—they crave value and engagement. Enriching their experience solidifies your brand’s standing in their minds.

Educating Clients Effectively

We are now in an era where information is power. Today's clients are proactive, using the internet to do their homework before making a decision. They expect businesses to provide them with the necessary tools to understand their products or services and their applications. 

Keep up with customer’s education expectations by:

  1. Creating Educational Videos: Videos are an excellent medium for teaching because they engage viewers, can be easily distributed across platforms, and are SEO-friendly. From explainer videos to live Q&A sessions, there's no limit to the type of educational content you can create.
  2. Hosting Webinars: Webinars bring personal interaction to the table, allowing your audience to interact directly with your team in real-time to address queries on the spot and adjust your content to meet the attendees' needs.
  3. Offering One-On-One Training or Dedicated Support: This may sound daunting, but personalized training can help forge stronger connections with clients, ensuring they fully understand your product and feel valued. It might not directly generate revenue, but the customer satisfaction and loyalty it brings can be priceless.
  4. Blogging: Regularly updated blogs educate clients and boost your SEO efforts. They can cover various topics and be used to answer FAQs, showcase products, and offer industry insights.
  5. Creating Downloadable Resources: Guides, eBooks, and templates are excellent resources for clients to reference later. Plus, they have the added benefit of capturing lead information.

As we move into an increasingly knowledge-driven era, it's clear that client education should be a top priority for B2B businesses. Businesses can build stronger relationships, promote loyalty, and ultimately increase sales by investing time and resources into educating clients. As the adage goes, knowledge is power – and in the modern business world, it’s also the key to sales success.