BY Jessica Helinski
Customer education should never be an afterthought for sellers. Many understand the need for good customer service. But awareness of continuous education is not as high.
Why is customer education important?
“Customer education can make or break the trust you've worked so hard to build,” explains Renae Gregoire for Forbes.
Providing learning opportunities before, during and after a sale shows buyers that you care about them. It also demonstrates your commitment to providing value—not just making a sale.
“And they don't treat education like support,” Gregoire adds. “They treat it like a strategy—because it works.”
Research reveals impact
A study by Intellum revealed that prioritizing customer education does pay off. Their findings show that educating customers can drive:
- Growth: 70% of business owners say it speeds up sales and drives expansion.
- Performance: 75% report improved efficiency and product adoption.
- Retention: 84% confirm it boosts renewals and engagement.
- Cost Savings: 57% use it to cut costs and scale operations.
“Education is no longer just a support function—it’s a strategic driver of business growth,” said Chip Ramsey, CEO and co-founder of Intellum.
What is customer education?
For many sellers, they may think of webinars and tutorials when considering how they educate their customers. But it can, and should be, much more.
As Gregoire explains, education should span the entire journey. And offering it before the prospect even buys establishes a couple of things. First, it positions you as a knowledgeable authority. Second, it boosts your credibility in their eyes, which sets the foundation of trust.
She suggests, at the beginning, focusing on building the “know-like-trust factor” through education. Share valuable, relevant content, introduce your brand with authenticity and build trust by offering helpful resources. Blog posts, case studies, videos, and webinars can be especially helpful.
By sharing this knowledge, you’re helping build authority and long-term loyalty.
Post-Purchase
Immediately after the buyer purchases, sellers have many opportunities to teach. Reps should be actively engaged to ensure that buyers have a seamless transition to users.
“Setup and onboarding set the tone for the relationship ahead,” Gregoire writes.
“Each step reinforces the value your new customer just bought into.”
Ways to do this include personalized onboarding sessions, a video sharing what they can expect during the first month and on-demand training sources. And remember, the best post-purchase service is consistent and delivered in a timely manner.
If the new customer prefers a more independent approach, consider sharing a checklist that walks them through the basics. This still offers guidance but uses a more hands-off approach.
Continuous education
Customer education doesn’t stop once the “honeymoon phase” is over. Gregoire points out that the real work of habit formation begins once the novelty wears off.
“Without ongoing education, customers can struggle to see progress or value, leading to churn.”
Sellers must be proactive. Personalize learning opportunities to fit each customer and their use of your solution to ensure value. Fine-tune your offerings so they evolve as the customer’s needs change.
Keep in mind that tools like troubleshooting guides and advanced tips keep customers engaged and getting more from their purchase.
Ask for feedback
An important part of educating your clients is requesting and incorporating feedback.
“Feedback can be invaluable in understanding what resonates with your customers and what areas need further attention,” writes Grace Gupta.
She suggests that collecting feedback during contract renewals can help assess the impact of customer education efforts. This ensures your education plan continues to meet customer needs.
Customer education should be an integral part of your sales strategy. If you haven’t prioritized it, now is the time. Examine your current buyer journey and look for opportunities to integrate learning.
Empowering customers with the knowledge to use your solution effectively enhances their experience. It also builds loyalty and encourages deeper engagement.
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