B2B buyers are not buying your product, they’re buying into your approach to solving their problem. They’re not just buying from the best feature provider, they’re buying from the company that is most aligned with their view of the world. – Jeff Ernst, Forrester Research VP of Marketing
When a company agrees on the definition of the problem you’re solving, it’s time to tell a compelling story.
As Jeff Ernst, Forrester Research VP of Marketing mentioned, businesses are not just buying products and features, they’re also buying your philosophy and your approach to solving their problem. In other words, they’re buying your story.
In all likelihood, your prospects already feel that they’re taking a risk working with a startup. Don’t “fake it ‘til you make it.” Put yourself in their shoes and tell an honest story. You have to demonstrate that, in spite of the risk, you’re bringing them a can’t-miss opportunity.
Lying, especially in technology, is a big f****** mistake. If you’re lying in any way, you’ll stumble. – Steve Smith, Cakemail Co-Founder
Tell them who you are, what you’ve learned, what you stand for, how you’re different from the alternatives and why you’re passionate about solving their problem. Tackle their risks and worries head-on.
Business buyers, influencers and end-users are human, too. They’re not exempt from emotional decision-making. If they like your company, your idea, your approach and its benefits and they like you as a person, they’ll want to work with you.
Don’t underestimate how like-able you are. It doesn’t matter how funny or ridiculous you might feel your offering is when you’re getting started, it’s far more important to be liked by your customers.
Tell an honest story (but compelling story) that helps create an emotional connection with your solution and your understanding of their reality.
HubSpot is a great example of a company that created a philosophy around their product. Their customers buy into Inbound Marketing as much as they buy into their product.
More on Creating a Compelling Story
- The Flagback Story or Why your B2B Startup Should be Lean
- How to Use Customer Discovery to Build a Startup: The Definitive Guide
- [ Interview ] Serial Entrepreneur Dan Martell on Learning From Early Product Engagement
Working on a B2B Startup?
Learn B2B customer development with our free email course: