What is They Ask, You Answer?

Are you struggling to generate quality leads and shorten your sales cycle? 

Want to know how a simple shift in your approach to content creation can dramatically impact your business? 

Welcome to the world of They Ask, You Answer (TAYA), an inbound marketing and sales framework focused on answering your customers’ questions with transparency and authenticity. 

In this article, we’ll explore the 10 core concepts of They Ask, You Answer and demonstrate how implementing this framework can transform your marketing efforts and sales results. 

What is my customer asking?

The singular focus of They Ask, You Answer’s framework is understanding and answering this question: “What is my customer asking?” 

In practice, this means businesses create written and video content that transparently answers prospect questions at every stage of the buying journey. The companies that follow the They Ask, You Answer framework consistently move the sales needle with their marketing efforts.

They Ask, You Answer adoption is more than just content marketing. It’s a core philosophy for how you do business. Results come when companies focus on 10 core concepts to implement the framework company-wide.

It’s a philosophy that impacts how you market, sell and provide customer service before and after the sale.

How does obsessing over customer questions impact sales?

Educated prospects make for happier customers. When you transparently address prospects’ questions and focus on educating them while they’re making a buying decision, several things happen:

• You build trust with your audience
• Bad-fit prospects are weeded out
• The buying process becomes smoother
• You rise above as a voice of trust in your industry

The They Ask, You Answer approach provides the roadmap for how to create the right written and video content, so you become known as the voice of trust in your industry. You gain a reputation for being the business customers can count on to help them confidently navigate their buying decision.

It’s not only about what educational content you create; it’s also about how you use it in the sales process so you improve close rates. 

When that happens, companies that implement They Ask, You Answer company-wide experience:

• Increased organic traffic
• More and better fit leads
• Shorter sales cycles
• Happier, more informed customers

Who doesn’t want that? But you might be wondering…

What does it take for a company to implement They Ask, You Answer?

The successful companies implementing They Ask, You Answer focus on 10 straightforward concepts that directly impact their inbound marketing and sales results.

The 10 Core They Ask, You Answer Concepts:

1 – BIG 5 CONTENT TOPICS

Candidly address the five categories of questions every customer is asking when making a buying decision.

2 – REVENUE TEAM

Combine sales and marketing into a single team that works together to focus on what really matters: REVENUE.

3 – VIRTUAL SALES

Embrace 1:1 video in prospecting and sales, so your team stands out and stays relevant in our video-first business world.

4 – IN-HOUSE CONTENT MANAGEMENT

Owning content creation in-house is less expensive and more effective long term than outsourcing content to an agency.

5 – LEARNING CENTER

Help prospects and customers get the most from your content by organizing it into an easy-to-find hub on your website.

6 – SELF-SERVICE TOOLS

Make buying from you easy with tools that provide touchless customer experiences like schedulers and pricing estimators.

7 – ASSIGNMENT SELLING

When you use content effectively in the sales process, you get better-educated prospects and customers.

8 – THE SELLING 7

Leverage the seven types of videos that help prospects get to know you and your brand even before you’ve met.

9 – SALES & MARKETING ALIGNMENT

Align your team around a singular vision of becoming the #1 teacher in your space.

10 – MARTECH & CRM ADOPTION

Track the ROI of your inbound marketing efforts with the right tools to make informed decisions and measure success.

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Now that you have an idea of the ways that focusing on customer questions and providing transparent, educational content for them can transform your business, it’s time to consider whether implementing TAYA is the right move for your company. 

A few questions to consider:

• Are you spending a lot of time on poor-fit leads?
• Is your sales cycle too long? 
• Are you ready to be known as a trusted voice in your industry?

If you answered YES to those questions, then implementing TAYA may be the right move for your company. 

If you want to dive deeper into the framework, read the book They Ask, You Answer. Or request a call and our certified TAYA coach can talk more about how this framework can be tailored to your business needs.