In the slipstream of publishing my first book in February this year, I also started an online tribe for tech-entrepreneurs-on-a-mission. The tribe is all about the journey to become a remarkable software business. Every month we explore a different theme, or better, a different trait– and for November, it’s: “Remarkable software businesses sell the idea, not the product.”
Just think about software companies that you keep talking about, those that have become the norm out of no-where. 9 out of 10 they this in common: they sell you on the big idea behind their business.
- Salesforce didn’t sell you a Cloud-based CRM back in 2000 – they sold you on the idea of ‘no software.’
- Drift doesn’t sell a chatbot – they sell ‘the future of sales and marketing.’
- Slack don’t you a social collaboration platform – they make you imagine ‘what you can accomplish together.’
- Engineer.ai doesn’t sell you a software development platform – they paint the picture of ‘software as easy as ordering a pizza.’
It’s our natural behavior to communicate about our software products based on what it is. The fact is, that’s not what your customers are buying. Your customers are buying the transformation. The difference between ‘before’ and ‘after.’ So failing to address that will inhibit growth and just increase marketing cost.
By selling the idea, you’re opening your ideal customers’ eyes to see that they can achieve their aspirations in a radically different and better way.
Secondly, you’re opening their eyes to the opportunity of achieving things they never thought possible before.
It’s about painting a vivid picture of the shift in progress and shift in value that they achieve in ways they have not thought about before.
These are two concepts remarkable software businesses leverage to grow their advantage and set themselves apart.
They use their outsiders’ position and sector knowledge to change the perspectives of their prospects. And credibly doing this builds trust.