Buyer education is a significant challenge in industries like modular construction, where misconceptions about quality and value persist. Chris Duprey joins host Hannah Eisenberg to explore how companies often focus on self-promotion rather than educating potential customers, missing opportunities to become trusted voices in their fields.

The discussion emphasizes the importance of integrating buyer education into marketing strategies to break down barriers and improve industry perception. Chris highlights that organizations can become trailblazers by embracing transparency and addressing buyers' questions, ultimately leading to increased trust and sales.

With actionable insights on aligning marketing and sales efforts, this episode serves as a roadmap for companies looking to transform their approach and capture a larger market share.

Takeaways:

• The modular construction industry faces an image problem, leading to buyer education challenges.
• To succeed, companies must become the voice of trust and educate their customers.
• Sales and marketing teams should collaborate closely to understand buyer needs and concerns.
• Effective buyer education can significantly boost trust and conversion rates in construction.
• Companies need to show up earlier in buyer conversations about construction options.
• Content that helps buyers make informed decisions is essential for modern marketing success.

Companies mentioned in this episode:

• Impact
• Disney
• Pixar
• Lucas Film
• Yale Appliance