Buyer asks a hard question
Sales says “it depends”. The deal slows or disappears while the buyer tries to figure it out alone.
The buyer is interested. The decision is still unclear.
Turn buyer questions
into decisions.
When the answer is “it depends”, buyers stall. THX turns the questions sales keeps answering — cost, fit, comparison and business case — into interactive buying experiences. Buyers get clarity before the call. Sales gets the context behind it.
01 FIND“What will this actually cost us?”
↓
02 MODELCost + volume + assumptions
↓
03 EXPERIENCEA value calculator
↓
04 SIGNALWhat the buyer modeled + what matters
Interactive buying experiences for complex B2B decisions — where “it depends” kills momentum.
THX Buyer Simulator
Interactive
Start with the buyer
What are they still trying to figure out?
Choose the question your buyer needs to answer.
THX buildsSignal ↑
A value calculator
Instead of another product page, give the buyer a way to calculate the answer themselves.
The shiftFrom information to interaction.
Buyer getsAn answer they can use.
Sales getsContext before the call.
Business getsA stronger buying signal.
The opportunity
Your best prospect
just went quiet.
They asked what it would actually cost. Sales said “it depends” and promised a callback. Three days later they picked whoever simply told them. The information wasn’t missing — it just wasn’t available when they needed it.
If sales keeps answering one of these questions manually, there’s probably a THX opportunity. The goal isn’t more content. It’s making the next decision easier to make.
01
“What will this actually cost us?”
Give the buyer a way to calculate the answer instead of asking sales to explain it again.
BUILD → CALCULATOR02
“Which option is better for us?”
Turn product complexity into a guided comparison with a clear outcome.
BUILD → COMPARISON03
“Is this worth changing?”
Make value, risk and the cost of inaction visible before the sales call.
BUILD → BUSINESS CASE04
“Is this right for our situation?”
Let the buyer test fit and reach a useful next step themselves.
BUILD → FIT ASSESSMENTTHX Lab / Live demo
Don’t take our word for it.
Experience the mechanism.
Pick the recurring buyer question. Then experience the kind of answer a static page can’t give.
VALUE CALCULATOR Live demo
What could this change be worth?
OUTPUTEstimated annual value → €40,000
See the mechanism live
From a buyer question
to a useful signal.
One number. Four stages. See how a claim becomes something the buyer can inspect — and something sales can use.
DEMO ONLY Illustrative numbers. The point is how interaction turns a claim into a model, then into a signal.
01 / FIND
Sales quotes a ceiling nobody can verify.
“Up to 8%” on €500,000 sounds like €40,000 — but “up to” isn’t a number a buyer can put in a business case.
Buyer experienceTold a number, not shown the math.
Business valueA claim — not yet a qualified lead.
Make it concrete
Show us the product.
We’ll show you the experience.
Different businesses. Same pattern: a recurring question becomes a guided decision.
INDUSTRIAL EQUIPMENT / ILLUSTRATIVE
Complexity becomes a guided choice.
01 / Buyer questionWhich configuration actually fits us?
Too many variables make the decision hard to evaluate alone.
02 / THX experienceConfigurator + comparison
The buyer tests requirements and sees the trade-offs immediately.
03 / Buying contextRequirements + chosen path
Sales sees what matters before the conversation starts.
THE POINT: make the decision easier to make.Question → experience → context
What actually changes
From quiet prospect
to useful conversation.
The useful part isn’t the interface. It’s what happens when a buyer finally has enough to move.
Buyer answers it themselves
They run the calculation, comparison or assessment — and arrive with a number, a preference and a clearer next step.
A buying signal
Not another form fill. Context: what they calculated, compared, valued, and what they need next.
THE PRINCIPLEStop adding information. Start reducing uncertainty.
Buyer behaviour / External evidence
Buyers want control.
They still need confidence.
The opportunity is not to replace sales. It is to let buyers make more progress on their own — then give sales better context at the moments where human judgment matters.
67%
prefer a rep-free experience.
B2B buyers increasingly want to progress through buying tasks without needing a seller for every step.
70%
prefer completely digital self-service.
Useful digital experiences matter because buyers increasingly expect to research, evaluate and make progress on their own terms.
69%
still turn to sales to validate insights.
Self-service does not remove the seller. It changes the seller’s job from repeating information to adding judgment, context and confidence.
That’s the gap THX is built for: let the buyer calculate, compare, assess or justify before the conversation — then let sales enter with the context needed to help them decide.
Where THX sits
Between marketing,
product and sales.
Not another content agency. Not a software vendor selling one fixed tool. THX sits where buyer attention, product complexity and sales context meet.
Create a reason to engage.
Replace passive content with a useful experience that earns attention.
Make complexity understandable.
Translate features, variables and scenarios into something buyers can use.
Give the conversation context.
Know what the buyer calculated, compared or cared about before the call.
Your move.
What is your buyer
still trying to figure out?
Give us your website. We’ll look for the question standing between your buyer and the next step — and show you what the experience could be.
Get started
Show us where your
buyers get stuck.
Send us your website. If you already know the question buyers keep asking, add it. We’ll reply within 2 business days with one specific opportunity — not a generic pitch.
- We review your website and buyer journey.
- We identify one concrete interactive opportunity.
- We show what the experience could look like.
- No obligation. No generic sales deck.