A Red Cape Among White Ones: B2B With a Twist

A Red Cape Among White Ones: B2B With a Twist

From Parisa Laura

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To succeed, B2B marketers need to stop selling products and start selling outcomes.I accidentally stumbled upon this idea while doing my research, reading a Forrester report.It instantly grabbed my attention and I could not get over how well it applies to the current status of the entire B2B market. The fact of the matter is that we are still stuck somewhere in the past, thinking that customers living in this highly competitive market will appreciate yet another different product in appearance, but the same in reality. The problem is that we have not yet learned that trying to manipulate our customers will one day come to haunt us in the worst possible manner, financially. You don't want chargebacks, right? Well, if you don't, then it's time to scratch everything you knew and start fresh.

Here's when that idea begins to make some sense.You might have wondered: OK, so if we are not selling products, what are we going to deliver? And why turn our backs on the market? There are software developers who make mind blowing profits by applying the traditional strategy. Why fix something that's not even broken? Well, let's take things one at a time, shall we?

Just keep on sellingFirst of all, you will continue to sell products, evidently, but the question here is how and not necessarily what. For instance, instead of saying you are selling a flawless, user friendly photo editing software, just like the rest of the entire market, by the way, you could say that you were selling pieces of life. Go for the experience, rather than the actual product. The outcome, remember?

The point here is to remember that by saying that your product is flawless, professional, high quality and other overused phrases, you are actually sending out a message saying that you know that these are problems this type of software generally stumbles upon. But you have fixed them all and customers ought to take your word for it and verify later, preferably after they have paid. When you are selling an experience, you are selling a feeling, a moment, something that cannot be measured, compared or reviewed. Why? Because experiences are personal. Use a general sales approach to sell specifically.

Own your marketNext, you are not turning your back on the market. You are just dominating it. Have you noticed the chess board? Only those pieces that have a meaning in the game carry a different design.

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