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Writing B2B Sales Assets? Forget Features, Focus On Solutions!


When putting together sales assets, it’s tempting to focus on the features of your particular product or service. After all, you want prospects to know how amazing your stuff is compared to the next guy’s. 

But this is a mistake. Why? Because people don’t care about your features! They care about making more money, solving problems and getting ahead of their competition. If you really think about it, you’re probably the same way.

So when you’re writing blogs and whitepapers, recording videos for YouTube or putting together any other kind of sales assets for your prospects, focus on solving your buyer’s problems. Always keep their business goals in mind. Help them eliminate their pains.

There is one huge implication about this method: Your product fact sheet needs to take a back seat in the sales process. There’s still a place for this document, sure, but it shouldn’t be at the forefront of your sales efforts.

Here are five tips for focusing your sales assets more on solutions than features. 

  1. Keep your buyer in mind: In other words, if you were your own buyer, what would you want to hear? What would be the most relevant information for you in a problem-solving scenario? Product features don’t help people with the business problem they’re trying to tackle. Instead, discuss the end result of those features and how they help solve issues.

  2. The format doesn’t matter: All different kinds of sales assets work — white papers, blogs, videos and more. Anything has the power to be effective as long as the content clearly communicates how your solution helps prospects to do their job better. 

  3. Be original: Get creative in every way possible, including the text, design, delivery and distribution of your sales assets. Again, while it’s true that the format doesn’t matter, this may be a good way to diversify your content. In some scenarios, for example, using a video as your communication tool might be more original than a whitepaper. Focus on content that’s going to incrementally add value for the buyer. Think about how to educate them. 

  4. Don’t always focus on the buyer’s pains: It’s important to address the prospect’s issues, but education is more effective. Teach them how to do their job better and help them meet their business goals. 

  5. The fact sheet still has a place, but not until later: It’s only toward the end of the sales funnel, where prospects are just checking boxes to compare features, that this document is appropriate. Fact sheets are no longer relevant for getting the customer interested in the product. Again, you should have fact sheets, but don’t expect them to play a major part in the process. In other words, don’t lead with them.

The Tellwise Nutshell (TTN): Building sales assets isn’t a new idea. However, what’s important now is to eliminate the traditional way of thinking about this process by focusing more on your solutions than features. Come to the table with a holistic view of what your products do instead of focusing on the features of your product. Remember, the key is to be buyer centric at all times.   

For more tips on creating great sales assets, check out the Tellwise Tipsheet.

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