You’ve tried for years to use your marketing messages and sales reps to try to convince your buyers that they should put the most weight in the features and benefits that you do well. The problem is they know your company doesn’t give objective advice on how to buy. So no matter how sophisticated the Buyer’s Guide PDF is that you wrote, it doesn’t work.
Your customers went through a buying process that obviously resulted in them selecting you. Let them share their advice. Let them talk about the process they used. Let them describe their decision criteria. Your buyers will eat it up, AND come away with a more favorable impression of your fit.