Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Invisibility
|
Jonathan Stark wrote this daily email on OpenClaw and how it much makes things easier for him. "As it turns out, it’s pretty hard to explain exactly why OC is way easier. I’ve given it some thought, and I think it’s because what OC does really well is to remove hundreds of “microsteps” from every process." Things that you do and know how to do, and get stuck in trying to explain why it's so simple and easy for you. It's the invisibility of its parts. They're engrained into your brain as second-nature. They're obvious to you, you see them everywhere —while most can't. Funny thing: that invisibility is what makes you different in your market. But until you make it visible (and clearly articulate it) to your customers, in their language, in how they buy, and how they get transformed, you won't stand out. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
A conversation with your prospect. Maybe was referred to you. Maybe found out about you some other way. And you ask: "Will it help if I send you these? (your docs, slide deck, presentation, technical info, etc.)" Your Yes/No question gives them no alternative. If they wanna be polite, all you'll hear is "Yes" (a fake Yes). You'll get excited because you got it. Now, you got your foot in the door and it's only a matter of time before the big purchase comes. You convinced them. Just a matter of...
Following, an actual conversation. A new price set. I asked, walk me through the process on how you got to this price. - Well... I grabbed the cost and factored it in. + Ok. What did you factor? - Well... on the standard. + What standard? - The standard for the industry. + What kind of industry? - In the distribution / reseller. + For what kind of industry? - Well... companies like Lidl, or like restaurants. I factored in 30% and the price is good. + Are you in the food industry? - Erm... no....
It's tricky. It's risky. But unless you do it, you'll have others doing it to you. And that's riskier.