After several years working in the packaging machinery industry at IMPACK and thinking about our next online presence strategy, I kept hearing the same thing:

“Nobody is googling packaging machines. It’s a niche, technical market. Buyers don’t search online like in other industries.”

I was skeptical!

But I believed buyers were searching, they just needed the right content to find.

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Here’s what I learned, what I did, and how it transformed our sales.

And how you can apply the same lessons to your business.

Lesson 1: Listen to Your Buyers, They Tell You What They Want to Know

At IMPACK, the first step was to really listen. Our sales team was on the front lines, hearing the same questions from prospects repeatedly. These weren’t vague or generic questions, they were specific, practical concerns like:

Where are the machines built?
What’s the guarantee length?
How does service work across Europe?
What models are available?

Capturing these real buyer questions is critical.

Don’t guess what your buyers want to know, ask your sales team to share the exact questions they hear. This creates a direct line to your buyers’ minds and gives you a clear roadmap for content creation.

Insight:

Listening to your sales team uncovers the real questions buyers have. This is your content goldmine and the foundation for building trust.

Lesson 2: Create Content That Answers Real Buyer Questions, Before They Ask

Once you know what buyers want to know, the next step is to create content that answers those questions clearly and honestly. At IMPACK, we developed FAQ articles and short videos that addressed each common question. Instead of waiting for prospects to call or ask, we sent this content before meetings.

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Adding video to your content mix is especially powerful. Short explainer videos can quickly clarify complex topics, while longer videos dive deep into technical details or customer success stories. Videos build connection and trust in ways text alone can’t. Sales reps also started using these videos before calls to reinforce answers and keep prospects engaged.

Insight:

Proactively educating buyers with clear articles and videos saves time and builds confidence before sales conversations even begin.

Lesson 3: Use Content to Shorten the Sales Cycle

Educating buyers upfront changes the sales conversation. When prospects come prepared, having already consumed your content, sales calls become more focused and productive.

At IMPACK, this shift saved 15-20 minutes per call and cut our sales cycle length by about 50%.

This means your sales team spends less time answering basic questions and more time solving specific problems and closing deals. It also reduces buyer hesitation because prospects feel confident and informed.

The key is to integrate content into your sales process, send relevant articles and videos before calls and use them as tools during conversations.

Insight:

Content that educates buyers early makes sales calls more effective and speeds up deal closing.

Lesson 4: Measure and Iterate, Content Is a Living Asset

Content creation isn’t a one-and-done task. At IMPACK, we tracked which articles and videos were most viewed and which questions kept coming up. This data helped us refine and expand our content library, adding deeper technical details and addressing new buyer concerns as they emerged.

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Regularly reviewing your content’s performance ensures it stays relevant and effective. Use website analytics, feedback from sales, and direct buyer input to guide updates. This iterative approach turns your content into a living asset that grows with your business and continuously supports your sales efforts.

Insight:

Treat your content as a living asset, measure, learn, and improve continuously to stay aligned with buyer needs.

Lesson 5: Build a System That Scales, The Birth of the Rapid Trust Revenue System™

The success we achieved at IMPACK inspired me to develop a repeatable, scalable system, the Rapid Trust Revenue System™. This system helps companies attract serious buyers by creating transparent, helpful content focused on “The Big 5” buyer questions:

Cost
Problems
Comparisons
Best Of
Reviews

The system empowers companies to build trust quickly, enabling buyers to self-qualify and move faster through the sales process. It’s not just about content creation, it’s about aligning your sales and marketing teams, using real buyer insights, and continuously improving your approach to become the most trusted voice in your industry.

Insight:

A structured, repeatable system based on real buyer questions scales your trust-building and sales success.

The Results at IMPACK

Our approach delivered remarkable results:

700% increase in organic website traffic
8x more website leads, all without spending a dime on advertising
Outranked competitors 100x our size in search results
Cut our sales cycle length by 50%, making every sales call more productive

These results weren’t luck. They came from listening to buyers, creating content that answers their real questions, and integrating that content into the sales process.

What This Means for You

Here’s the truth:

No one ever became number one by doing what everybody else did. If you think your industry or product is “too niche” for online search, you’re missing a huge opportunity.

Buyers are searching, they just need honest, clear answers to their real questions. The companies that win are the ones who step up, get transparent, and build trust before the first call.

Start by tapping into your sales team’s knowledge. Capture those buyer questions. Create content that answers them openly and clearly. Then watch how that foundation transforms your sales process and your growth.

You don’t need to guess or spend a fortune. You just need to be the company that answers first, and answers best.

Want to Move Faster Than Your Competition?

See if the Rapid Trust Engine™ Is a Fit for You, Rapid Trust Audit

For companies ready to accelerate growth and become the #1 trusted voice in their industry, Pinavox offers the Rapid Trust Engine™, an AI-powered system installed alongside expert coaching.

This system acts like a digital team member that: