3. Remember
According to Gartner, six to 10 decision makers are typically involved in the purchase of a complex B2B solution. That means there’s a high likelihood that the person you just pitched your solution to will have to explain it to someone else. If your pitch violated one of the three sins I outlined earlier, it won’t be memorable enough to work its way through your customer’s organization while maintaining its armor-piercing efficiency.
In my training, I cover many powerful, scientifically proven ways that salespeople can pitch their solutions. From unleashing hidden enemies to priming the conversation with questions, and even formulaic storytelling. But regardless of the modality, one of the core, underlying principles behind the most effective pitches remains the same; they lead with problems, not solutions.
In Sell The Way You Buy, I share research that armenia telegram data illustrates how feelings are the primary motivator behind all our purchasing decisions. And because humans are biologically programmed to elevate the importance of threats in our environment, feelings of pain and loss catalyzed by problems not only represent a powerful message delivery mechanism but can elevate the sense of urgency to act on those feelings.
Feelings also operate on a faster neural pathway than thoughts, bypassing the more extensive cognitive processing that solution and benefit-related messages go through.
To experience how solution/benefit and problem-related pitches differ, consider how two types of pitch narratives for a similar product would sound:
Solution/benefit: We’re an AI-driven personal shopping platform for men.
Problem: We help men who love to dress well but hate to shop.