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Sales

The best product doesn't always win, the product that is best positioned to sell does.

To sell is human. Guide away from fear, connect with purpose, spark imagination, clarify value. Study human nature for insights on how humans make decisions.

Contents​

Strategy​

Convert customers into collaborators. Enable customers that have just passed through a challenge to sell the journey to others in return for loyalty rewards. The best person to coach/teach a person through a challenge is one that has just recently experienced passing through the same challenge.

Positioning​

Focus on helping prospects buy your products by crafting an effective story.

The Challenge of Buying​

Buying B2B software is often very difficult for customers because:

  • The person making the purchase decision has usually never bought that type of software before.
  • There are countless options that all seem similar on the surface.
  • Buyers consult an average of 7 information sources before making a decision.
  • 40% of B2B purchase processes end in no decision due to information overload.

What Buyers Really Want​

Contrary to what many vendors provide, buyers don't want a product pitch. Instead, they want:

  • Perspectives on the market
  • Help comparing alternatives
  • Education on issues and outcomes
  • Guidance in navigating their options

The Point of View (POV) Pitch​

Use a "point of view pitch" to address buyers' needs:

  1. Starts with your market insight
  2. Recognizes that buyers have choices
  3. Communicates pros and cons of different options
  4. Admits when you're not the best solution
  5. Describes your unique value for best-fit customers

Constructing the POV Story​

The POV story should be structured as follows:

  1. Market insight (why you built your product)
  2. Alternatives available
  3. Gap in the market
  4. Value customers get from closing that gap
  5. How your solution addresses the gap

Key Takeaways​

  1. Buying is extremely difficult for B2B customers.
  2. Sales should act as a guide, not just push features.
  3. A POV story helps customers make better decisions.
  4. Effective storytelling starts with clear positioning.