Three Key Questions
This is where many startups get stuck.
When selling a new product, when taking a lead from cold, to warm, to customer— you need to do much more than sell “the value” of your product.
They don’t care about your product.
Instead, sit on their side of the table.. and answer three questions for them.
1) Why should I care?
2) How can this help me?
3) Why now?
Every startup focuses on #2. It’s the genesis of the company, it is the reason for the product.
But you’ll never get them to think about #2, if you skip step #1. And you’ll never get them to take action if you don’t remember step #3.
Answer all three questions across your branding, positioning, marketing and sales messaging.
This is the path to winning real market share.
When partnering with startups, I seek to answer all three questions. It is what I would do if I was in your sales team’s shoes.