Originally published October 8, 2015 , updated on September 17, 2024

Published Date: The date when the blog went live on GL website.Updated Date: The latest date when the GL Content team updated this blog.

Business to business selling, commonly referred to as B2B, can be a huge help to you. It helps linking supplier businesses and wholesale outlets to their retail business customers. A common adage mentions that, over and above acquiring their desired products for the best price, what B2B customers really want at the end of the day is flawless customer service.
Certainly, one of the biggest obstacles in the sales process is miscommunication between buyers and sellers on a fundamental level. This usually occurs when products and their descriptions become overly complicated and wordy. A great tool to overcome this obstacle is the humble white paper.

In layman’s terms, a white paper is a summary of a complex issue into wording the average Joe can understand. Construct and supply your customer with a white paper describing the benefits of your product carefully. This way, they will immediately become clearer on how exactly this product will benefit them. Consequently, a white paper should always be as clear and to the point as possible.

There is no sense in struggling to communicate a point to B2B customers when you can make it simple and succinct. You can eliminate jargon and other confusing terms that may be a barrier to a successful sale.