Practical Sales Training™ > How To Keep Your Clients Happy > Useful Links
Useful Links
What Is It
A buyer hits a snag, and has no idea where to look for help. So they Google it, land on a competitor’s blog, and forget you exist. A Useful Links list stops that from happening.
It’s a curated collection of resources, tools, guides, or websites. You hand it to buyers to help them solve problems or get more value. Think how-to guides, FAQs, manuals. Calculators, blog posts, even outside resources that complement your offer. Instead of leaving buyers to search on their own, you give them a ready-made shortcut. That shortcut makes you their go-to expert.
Why Does It Work
It works because buyers value people who make their lives easier. So handing over a thoughtfully built list shows three things at once. You understand their challenges. You care about their success. And you’re positioning yourself as a guide, not just a seller.
That builds trust, loyalty, and real perceived value. Instead of seeing you as another salesperson, they start seeing you as a partner. So supported buyers buy again, recommend you, and stay loyal far longer. It’s a simple act with real commercial weight behind it.
How Can You Use It
Identify What Buyers Struggle With
So start by identifying what buyers actually struggle with. What questions come up again and again? What extra resource would genuinely help them use your product better?
Curate Relevant Links
Then curate the links. You don’t need to create every resource yourself. Pull together the best ones, including third-party sites, if they genuinely add value. So organise everything into clear themes people can browse fast.
Share Your List Everywhere It Fits
Share the list everywhere it fits. Email it, drop it into proposals, or send it after meetings. Put it on a dedicated page, or include it in a welcome pack for new buyers.
Keep It Updated
Then keep it updated. So a links list is only useful while it’s current. Check it regularly, remove broken links, and add fresh resources as they appear.
When It Works Best
This works best when the list solves problems buyers actually run into, not problems you assume they have. Build it from real questions.
It also works well early in the relationship, when a buyer is still forming their opinion of you. A strong list sets the tone.
When It Becomes Dangerous
This becomes a problem if the list goes stale and nobody notices. So broken links and outdated guides quietly damage the trust the list was meant to build.
It also backfires if it feels like a dumping ground instead of a curated resource. A messy list does less.
Common Mistakes
Building It Once, Then Forgetting It
Some brands build the list once, then never touch it again. So set a recurring reminder to review it, or it’ll rot within months.
Cramming In Low Quality Links
Others cram in every link they can find, useful or not. So quality beats quantity every time here.
Burying The List Somewhere Nobody Looks
Some brands bury the list somewhere nobody finds it. So put it where buyers are already looking, not three clicks deep in a forgotten page.
Useful Links – An Example
Turning Repeat Questions Into A Resource Page
A software company notices the same three questions come up in every onboarding call. So they build a single page with setup guides, a pricing calculator, and links to their best tutorial videos. New buyers get the link fast. It arrives in their welcome email. So support tickets drop, and buyers start solving their own problems before they even think to ask.
See also:
- Lead Magnet
- The Aftercare Effect
- 40+ ways to keep your buyer happy
- 140+ ways to be easier to buy from
