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.
Paying for results
|
"I have been in the writing game for over 20 years.
You are paying for results, not just words on a page. " 👆 Seen on social media Paying for results... Yet nothing is about the customer, or the results they get as a customer. It's all about me-me-me.
Your customer doesn't care. Your customer cares about what's in it for them. And that's about their outcomes. Focus on them. Don't be that bro from the start. |
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.
Your way. "This is NOT how it works." You have to comply with the rules and policies. You can't find workarounds. Your buyers have no power over the policies, and you have to forfeit your power to their policies too. Else you won't be chosen. Spoiler: even when complying fully, you might still not be chosen. So, how do you change the outcome? Ideally, you change the rules. When rules can't change, you can derail them. And when you can't derail them, find the inside track. Walking away is also...
Asking for the budget and insisting to know it. It feels not right. It feels greedy. I feels like if your customer has X, you'll charge X. It feels like a rip off. It feels you'll take advantage. It feels unfair. Fairness. A fair price. "It's fair to have your costs covered, and add some margin." You cannot charge more. The customers will feel ripped off. Unless... your customers are happy, delighted and want to give you MORE of their money for what you offer them. Fairness has to do with...
One way to protect margins is by being more efficient (though always taking your costs as the base for it). What if you forget about your costs for a moment? What would make what you're offering worth their money to your customers? A way to define that is by what it's worth to them. Not you. Not your costs. Not your margins. Not your offering (be it a product or a service). You can start by figuring out what it is that they're after. What's the outcome they seek. And work your way down from...