They Ask, You Answer

Sheridan argues that businesses can earn customer trust by answering difficult questions honestly, including questions about price, problems, comparisons, and alternatives. The method is particularly useful where customers conduct extensive research before buying.

Founders learn to convert customer questions into educational content, improve sales conversations, build trust, and reduce repetitive explanation. Mentors should emphasize that content works only when it addresses real customer questions and is connected to a sound conversion process.