Hi Reader, Sales… That’s what we want to improve right? Solution? Sales conversations! Whenever I am unable to interview a client’s customers first hand, I rely on sales call recordings. To surface answers such as: what buyers care or not care about how do they verbalize their problem and solution what do they fear or worry about Yes, you can call them jobs-to-be-done insights. …but mined in a more passive way. Are you recording your sales calls? If not, it’s never too late to start. If yes,...
8 days ago • 1 min read
hi Reader,Buyer asks you: “Why you?”You send this:Feature A: You✅, Competitor❌Feature B: You✅, Competitor❌Feature C: You✅, Competitor❌Meanwhile, your competitors send this:Feature P: You❌, Competitor✅ Feature Q: You❌, Competitor✅ Feature R: You❌, Competitor✅Feature S: You❌, Competitor✅Feature T: You❌, Competitor✅What is the buyer supposed to do??How are they to know how one differentiator of yours > 10 differentiators of your competitors?Thus arises the need to "differentiate the...
over 1 year ago • 1 min read
hi Reader,there are games you can play, but not win.(like a tech solution for healthcare that is HIPAA compliant but doesn't beat other compliant providers on capabilities for the healthcare vertical)then there are games you can win, but not play!(like a tech solution for managing solar-powered EV chargers that has no competitors in India, but also no adopters for it)identifying a game you can play is your GTM strategyidentifying a game you can win is your positioning strategyalone they are...
over 1 year ago • 1 min read
hi Reader,many b2b saas companies have lost faith in sales decks... they jump into the log-in screen and start showing demos to prospects the problem is they think sales deck is "all about me talk"...so why even do it? the bigger problem is...even after the demo, the buyer still doesn't know "why to buy you versus others?" this problem gets solved by following this sales persuasion framework that i use for sales decks when working with my clients. try this approach...and let me know how it...
over 1 year ago • 1 min read
hi Reader,which positioning are you mostly investing your time and energy on?and which one fuels the bottom line in the near term?many SaaS founders and marketers confuse product positioning with brand positioning.below are 4 signs your product positioning is lost in the shadow of your brand!#1you discuss your "brand" (Apple), instead of discussing the "product" (iPhone, iPad)#2you debate "brand personality" (logos and colors)instead of debating "product proposition" (USP, category...
over 1 year ago • 1 min read
hi Reader,Can you identify the positioning problem in the below hero copy?👉 "Unified Technology Platform for Healthcare ManagementLaunch healthcare programs, design patient care plans, administer diagnostics, conduct telemedicine sessions, and build patient communities – all without coding." 👈 is the USP "unified"?or is it "all without coding"?the two usp's are competing for attention.which means different buyers will remember different things, and may even not notice any one thing strongly...
over 1 year ago • 1 min read
hi Reader,how many companies claim to increase revenue first thing on their home page?'many' is a conservative word.but what's the problem with it? you may ask!there are three key issues with that!1. IT IS IMITABLEReplace your logo with that of your competitor, and the value prop still holds true!Example: Calendly increases revenue. So does SavvyCal.2. IT IS GENERICYour prospects can achieve that benefit from any category of solution, not just yours!Example: Meeting schedulers increase...
over 1 year ago • 1 min read
hi Reader,guess who's crumbling under the burden of a trillion ton of expectations.....your home page!!people try to use it for ALL kinds of things.yes, there are some things that a home page is not meant for!- like education buyers about a problem- and trying to rush them into building a shortlist the job of home page is to enter the consideration set - that means, your buyers are already 'problem-aware' when they enter the page.- but 'not yet ready to compare options'.they are looking for...
over 1 year ago • 1 min read
hi Reader,what are marketers typically 'educated' on during their first week or month at work?this is the org chart, this is the senior title, the junior title, we are after these folks...not these folksand so we put on our 'job title' glasses and before we even see anything else, what do we look at?"THEIR JOB TITLE"I can say from experience, that job title doesn't have AS MUCH POWER as we think it doesevery company has different dynamics...and responsibilities often blur, get shared and jump...
over 1 year ago • 1 min read