White papers are an invaluable sales tool, especially in scenarios where a prospect’s decision-making process involves multiple stakeholders. When your company offers a high-value product or service that will significantly impact your prospect’s organization, the person you’re working with likely won’t have the authority to make the final purchasing decision alone. A well-crafted white paper can help them build a strong case for your solution and gain the necessary buy-in from other decision-makers.
How does a white paper contribute?
Let’s explore a hypothetical example that mirrors the decision-making process in many organizations. Suppose your company sells an expensive piece of equipment that dramatically increases productivity and efficiency. In fact, customers typically see a full return on their investment within the first year.
While the equipment is innovative and highly effective, it represents a significant capital investment, leading to a lengthy and complex sales cycle. Your primary contact in the sales process is a production engineer who is convinced that your solution is the right choice. However, she isn’t the sole decision-maker. She needs to persuade the operations manager and the plant manager of the equipment’s value, and because of the significant investment, the CFO and CEO will also need to approve the purchase.
The challenge is amplified because your equipment is based on an innovative approach that differs significantly from the traditional methods your competitors have offered for years. Convincing all the decision-makers not only involves selling them on your company’s equipment but also persuading them to take what they perceive as a risk on a new and unfamiliar solution.
This is where a white paper can make a difference. By creating a white paper that contrasts the conventional approach with your innovative solution, you provide a detailed explanation of the processes involved, which can be particularly helpful for technical decision-makers like the engineer and plant manager. To support non-technical stakeholders such as the CFO and CEO, you include a simple diagram that highlights the advantages and tables that compare the efficiencies of both approaches. Instead of relying on sales pitches, the white paper presents facts and detailed information.
With this white paper in hand, the production engineer can effectively support her recommendation. When she presents her proposal to the decision-makers, she can attach the white paper to provide clarity and evidence. She can also share the white paper with the operations team, helping them understand the benefits and potentially gain their support. By using a white paper, you equip all the decision-makers with the information they need, enabling them to reach a purchase decision more quickly and confidently.
