One of the hardest things in B2B SaaS sales is empathy. The art of seeing things from the other side.
In the Value Proposition Pressure Cooker workshops that I do, the 1st prompt is always about the question: Who you’re for / not for?
And time after time, the answers on both sides of the coin are always radically different in tone.
It seems way easier to showcase empathy for our ideal customers. What they do is always right. We can perfectly understand their unique behaviors – even if they’re weird.
Funny enough, when we switch to those customers who typically choose the competitors, things get biased and often downplayed.
- “They like to stay in their box.”
- “They are stuck with a budget.”
- “They need safety more than business results.”
- “They can’t sell a bigger idea internally.”
- “They are afraid to stick out their neck.”
- “They get caught up in superficial features.”
And the list goes on…
My question: Why? Why are our ideal customers always right and not-so-ideal customers plain stupid?
What if we’d showcased the same empathy for customers who are better off with the competition?
They’re not stupid. They just want something else.
And that’s perfectly OK. So it’s our opportunity to recognize that – respect that – and move on.
The faster, the better.
Just think about how many ‘not so ideal customers’ are filling up our pipeline to end up choosing a competitor over you.
Very often – we know it, they know it. But we’re too stubborn to admit it, give up, and respectfully say the magic words – ‘We believe you’re better off with this or that competitor.’
- Imagine how much precious time that would free up.
- Imagine how credibility that would give you
- Imagine how reliable your pipeline would become.
- Imagine the energy you’d gain.
Question for you to reflect upon
What first thought comes up when you think of that prospect that recently opted for a competitor? Were they stupid, or were they right (from their perspective)?
Be remarkable – Acknowledge you can’t please everyone.