2 builders who never spoke to each other

Sell the result, not your mechanism

Reframe the pitch as the outcome the buyer already wants delivered rather than the thing you built to deliver it. Buyers who will not gamble a subscription on better results will happily buy the results themselves.

The method

1. 01

   When buyers refuse to gamble on a tool that might produce results, stop selling the tool and sell the result itself.

2. 02

   Pitch supply partners on their own problem, not on your platform. Offer to fill the gap in their order book that the current conditions have opened.

What it returned

• The author heard the same answer repeatedly, that companies would buy warm leads in any quantity but would not pay for lead generation software, since his product asked them to bet a subscription fee on getting better leads

• The pandemic let My Auto Shop expand its garage network by arguing it could bring work through the door while those garages' own customer numbers were being squeezed.

Sources

• Closing SolarList: a cleantech post-mortem - Tyler TringasTyler Tringas · tylertringas.com · Going it alone · 2014-11-14
• Building and Growing the Airbnb for Car MaintenanceAndy Bowie · failory.com · Which were your marketing strategies to grow your business? · undated