Beyond the headline below, there is a committee.
There is marketing with an idea. There is sales with a preferred way to tell about the product. There is the executive team with their years of tenure and the history of the organisation. There is product with a use case, and product marketing with the results of market research.
And of course, there is no customer.
Every product presentation in B2B and Saas goes like: here is our product, here is what it does, here is why it is different, do you have any questions? And the audience feels like being at a party where the host only talks about themselves.
Why not try instead: you start your day at the office with a cup of coffee, and instead of *normal situation that causes pain*, this happens. Followed by a detailed description of how the new way of working looks and feels like, from the perspective of who you are talking with.
We know how to tell a story. We just need to stop pretending that when it comes to business people do care about different things. They don’t. They are people. And at least at the beginning, you have to hook them with something that is relevant to them.
Does your audience want a free trial? Of course.
Do you have the resources to offer a free trial that delivers the right experience to the right audience, making them excited to continue on their journey to become champions of your own perspective?
Most companies would answer no.
And yet, they offer a free trial.
And that’s because a free trial, with the right form to capture the right information – credit card, of course – is very little about experience, about user journey, about changing minds and behaviors, while it is very much about boosting vanity metrics.
Your choice.
The laziest sales approach must certainly be the following.
I have just came across your company on LinkedIn. Not sure you are the right person to talk to, in case could you connect me to one of your colleagues?
You don’t know my company.
You don’t know me.
You are asking me to do work for you.
I hope you’ll never be asked to resort to this.
Four ways companies can decide to (automatically) answer an application for an open position.
#1
*crickets chirp*
#2
Hi, we have received your application. Best Regards.
#3
Hi *candidate name*,
Thank you for your interest in *company name*! We wanted to let you know we received your application for *open position*, and we are delighted that you would consider joining us. We’ll be in touch again once we have processed your application.Best Regards.
#4
Hi *candidate name*,
Thank you for your interest in our *open position*!
It’s getting close to saying our goodbyes to 2020 and welcoming a fresh new year! This marks the start of a Holiday season with our team as well, as all our operations quiet down for a couple of weeks – until we’re back on January 4th.
We’d like to take this chance to thank you for your patience with our team taking the time to rest and spend time with our families, and to wish you joyous and love-filled Holidays and a wonderful New Year!
*Animated GIF – Happy Holidays*
See you in 2021! 🥳
Two questions.
And perhaps a third one. Does it matter?
I believe it does. Even when it is about a simple, automated communication with somebody you might not hear about anymore.
The way you communicate is a choice. And it speaks volume to who you are.
You've got this 