We’ve got some powerful differentiation in our product that is not coming through as well as it should in sales messaging. This article helped me realize why:
We are so excited by our capabilities that we are trying too hard to sell them directly. And that’s keeping the buyer on the defense. And us talking about features vs. competition and blah blah blah.
instead, we should be structuring more thoughtful questions that help the buyer realize he is already making a lot of investments he believes create value. and how frustrated he is that he can’t execute those investments perfectly…
Because he doesn’t have us. With us, he can.
Then we aren’t selling him on “us.” He sells himself on the wisdom of his own process. And just happen to have the best way to reinforce that process.
There are so many times in the pitch too I can act ignorant, have them describe all the ways they’re creating value “if they could just get more accountability”. Etc etc.
Really powerful man. Im gonna write something up for my team about this. Thanks.
great analysis. some example questions I thought of to help you get the ball rolling:
we talk to a lot of sophisticated investors who tell us that despite having a solid XYZ process they still feel like they are missing opportunities because they aren’t able to execute as well as they hoped they would. *pause and let them respond*
but you have that squared away don’t you? You’re executing as well as you could be today?
Why not?
What would better execution even look like? Wouldn’t it also mean [improved metrics]?
and how high of a priority is that for you compared to the other priorities you have?
What is it that you believe you need in order to get that [improved metric]?
**if they say something else than you >> “great so you solved your problem. just find more time.. no need for us right?”
[they will begin disqualifying alternatives or selling themselves]
**if they say something like “i guess that’s why we’re talking” you say “true but are you sure nows the right time?” and proceed to ask questions that show them how to buy from you
Really good post today. Thank you.
We’ve got some powerful differentiation in our product that is not coming through as well as it should in sales messaging. This article helped me realize why:
We are so excited by our capabilities that we are trying too hard to sell them directly. And that’s keeping the buyer on the defense. And us talking about features vs. competition and blah blah blah.
instead, we should be structuring more thoughtful questions that help the buyer realize he is already making a lot of investments he believes create value. and how frustrated he is that he can’t execute those investments perfectly…
Because he doesn’t have us. With us, he can.
Then we aren’t selling him on “us.” He sells himself on the wisdom of his own process. And just happen to have the best way to reinforce that process.
There are so many times in the pitch too I can act ignorant, have them describe all the ways they’re creating value “if they could just get more accountability”. Etc etc.
Really powerful man. Im gonna write something up for my team about this. Thanks.
great analysis. some example questions I thought of to help you get the ball rolling:
we talk to a lot of sophisticated investors who tell us that despite having a solid XYZ process they still feel like they are missing opportunities because they aren’t able to execute as well as they hoped they would. *pause and let them respond*
but you have that squared away don’t you? You’re executing as well as you could be today?
Why not?
What would better execution even look like? Wouldn’t it also mean [improved metrics]?
and how high of a priority is that for you compared to the other priorities you have?
What is it that you believe you need in order to get that [improved metric]?
**if they say something else than you >> “great so you solved your problem. just find more time.. no need for us right?”
[they will begin disqualifying alternatives or selling themselves]
**if they say something like “i guess that’s why we’re talking” you say “true but are you sure nows the right time?” and proceed to ask questions that show them how to buy from you
let me know if you want help with this