In this episode of The Exceptional Business Podcast, Helen Dowling shares a simple but powerful strategy: turn the questions your prospects ask into content that builds trust and helps close deals.
The idea comes from Marcus Sheridanโs book They Ask, You Answer. When he ran a spa pool company, he noticed potential customers kept asking the same questions. So instead of answering them one-by-one, he wrote blogs addressing each question โ and those blogs started attracting new customers searching for the answers online.
Helen explains that businesses can apply the same principle today.
๐ก How to use FAQs effectively:
๐ Track the questions people ask
During sales calls, onboarding sessions, or discovery meetings, note down the questions prospects ask repeatedly.
๐ง Use transcripts to spot patterns
Tools like Otter, Zoom, or Teams transcripts can be analysed to identify recurring questions automatically.
๐ Create an FAQ resource
Turn these questions into written FAQs you can include in proposals, onboarding documents, and your website.
๐ฅ Record short answer videos
Helen recommends recording quick videos (under three minutes) addressing common questions. These can be sent with proposals or included on landing pages.
๐ Add case studies to your answers
Donโt just answer the question โ show how you solved the problem for another client.
๐ Use FAQs throughout the sales journey
They can support blog content, sales calls, onboarding processes, and client resources.
Helenโs message is simple:
If people keep asking the same questions, thatโs not a problem โ itโs a content opportunity.
By answering those questions clearly and consistently, you reduce uncertainty, build trust, and help prospects feel confident about working with you.
๐ Learn more: www.exceptionalthinking.co.uk
๐ Book a chat: www.exceptionalthinking.co.uk/contact
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