Sell the value
Working on a marketing website, I came to the understanding that I'm doing nerd work again – it's lovely describing all the shiny features we created.
But the marketing site goal is to tell our customers why their lives will become better with us. Nobody cares about a single feature of the software if it does not solve anything for the customer.
Last year, I learned a few things about sales:
- Complex IT solutions are hard to sell,
- Sales based on features is not work, offer should be based on value,
- We always sell to person, not company. There is always decision maker,
- A product for "everyone" does not exist. We should always find the right cohort of the target audience.
Also, and most importantly, people never buy anything they don't understand. So the most important thing we should do for selling is to highlight the essence of what we are selling.
We should always target our product as an "add a value" solution. Where client value in business-to-business is only three key points:
- Get more customers,
- Earn more from existing customers,
- Spend less, e.g. money, time, resources, etcetera.
The way we can add such value to the client should be carefully described on the marketing site with the potential decision maker's point of view in mind, not with fancy feature lists.