To be successful, B2B marketers need to stop selling products and start selling results.
I accidentally stumbled across this idea while doing research and reading a Forrester report. It instantly caught my eye and I couldn’t get over how well it applies to the current state of the entire B2B marketplace. The fact is that we are still stuck somewhere in the past, thinking that customers living in this highly competitive market will appreciate another product that is different in appearance, but the same in reality. The problem is that we haven’t yet learned that trying to manipulate our customers will one day come after us in the worst possible way, financially. You don’t want chargebacks, do you? Well, if you don’t, then it’s time to erase everything you knew and start over.

This is when that idea starts to make sense.
You may have wondered: Well, if we’re not selling products, what are we going to deliver? And why turn your back on the market? There are software developers who make amazing profits by applying the traditional strategy. Why fix something that isn’t even broken? Well, let’s take things one by one, okay?

just keep selling
First of all, you will continue to sell products, of course, but the question here is how and not necessarily what. For example, instead of saying you’re selling flawless, easy-to-use photo editing software, just like the rest of the market, by the way, you could say you’re selling slices of life. Go for the experience, rather than the actual product. The result, remember?

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

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

You want to be the king or the queen, even the bishop or the knight, anything is better than being one of eight identical pawns. Turn your marketplace into your own chessboard and take control. Be different and at least you will get his attention. It’s a great way to start.

Profit, product of originality
Last but not least is the question of earnings. This is a rude misunderstanding in my opinion and a phrase that should not be said. True success comes to those who are brave and not to those who hide behind traditions. It’s like following a cookbook written in the Middle Ages. You are missing the ingredients, the taste has changed, the expectations are completely different. Those recipes might well be responsible for some delicious meals, but no one in this century will know, because they want something new, something fresh. You’re giving old traditions to millennials. Roll the dice and move back three spaces. Consult the market. All are equal. It’s like a technical uniform with nothing better to do than apologize for mistakes that haven’t happened yet, but are going to.

Sell ​​yourself different. Sell ​​the result, not the tool. The result is often translated in the client’s mind as a chain of emotions. Aim for the positives and sell the experience. Have the courage to be different in a world that is the same, left and right.