Choose between one-pager or thick document based on moment.

This is a question that Sinh Vũ hears very often from those preparing to create a sales document: "Should I make a brochure or a full set?" The answer does not lie in the budget or how professional you want it to look. It lies in one single question: where is the customer in their buying journey?

Two tools, two tasks

One-pager (a document summarizing on a single A4 page) and thick documents do not compete with each other. They serve two completely different moments in the decision-making process.

• A one-page document serves as a quick touchpoint: sent with an introductory email, left after a brief meeting, or sent after the client inquires via social media. The goal is not to persuade entirely but to keep the client engaged long enough to move to the next step.
• Thick documents serve as proof: providing evidence, comparisons, detailed capabilities, case studies (real stories from completed projects), for the phase when clients are interested and comparing suppliers, or need to present to an approval board.

Using the wrong tool at the wrong moment results in failure for both.

Factors that need consideration

Before deciding what to do, you should answer these four questions:

• What stage are customers in? If they are unaware of you, use a thin document. If they are considering and comparing, they need a more substantial document.
• Who will read? The director is busy skimming, so it needs to be short and clear. The purchasing committee includes various roles (finance, technical, operations) that require evidence suitable for each individual.
• What channel is the document sent through? Attachments in emails should be brief. Direct presentations can be thicker since there is someone explaining alongside.
• Do customers read alone? Most business customers prefer to research independently rather than meet with sales. The materials must stand on their own and explain themselves without a salesperson present.

Most common mistakes

Sinh Vũ sees these three mistakes occurring frequently:

• Send thick documents at the initial touchpoint. Clients receive a 20-page file without knowing who they are. Most do not open it. Not because clients are lazy, but because there isn't a strong enough reason to invest time in it.
• Only one versatile document. Many units create a single set to use for all situations. As a result, that document does not fully suit any specific moment.
• A one-page document packed like a condensed material. Trying to say everything on one page, with tiny text and cramped layout. A one-page document loses its quick touchpoint effectiveness and lacks the depth of a thicker document.

Adding more content does not make it easier for customers to decide. Content must anchor to the purchase the customer is actually making at that moment.

Gartner, The B2B Buying Journey

The viewpoint of Sinh Vũ

In the P5 kit (the core sales toolkit), Sinh Vũ clearly distinguishes three items: a one-page introduction, a company brochure, and a comprehensive sales document. None can replace the other.

When starting to create a document set, Sinh Vũ often maps out the touchpoints first: where customers first encounter us, what they do next, and who is involved in the decision. From that map, we then decide which items to prioritize and which can be postponed. This approach avoids creating a pile of documents that are then used incorrectly, wasting money without generating effectiveness.

If you are starting from scratch, Sinh Vũ often recommends creating a one-page document first, as it serves the most common moment. A thicker document can be created later, once you understand what customers are asking most at that stage.