The post has been translated automatically. Original language: English
Recently, I had an interesting situation.
I approached someone with a proposal to integrate their solution into my own products and become partners.
In other words, I was effectively becoming their potential customer.
I was ready to use their product, give them access to my infrastructure, and create an additional use case and distribution channel for their solution.
But instead of discussing the integration, the conversation shifted toward criticizing my product.
That made me think about how often we look at potential customers the wrong way in B2B.
We are used to asking:
“What is their pain, and how can my product solve it?”
But sometimes the better question is:
“How can I help this person make their business stronger?”
Maybe your product can solve their problem.
But maybe you can also:
— integrate their solution into your product;— contribute your own expertise;— give them a new distribution channel;— create an additional revenue opportunity;— introduce them to the right partners;— identify a weak point and help improve it.
And only then does a commercial opportunity appear.
You don't always have to solve the client's problem with your own product.
Sometimes you can create value first — and the product, partnership or commercial deal comes naturally afterwards.
That's why I find this approach weak:
“Here is everything that is wrong with your business.”
A much stronger approach is:
“I see an opportunity here. Here is how I can help you.”
In B2B, you are not only selling a product.
You are selling an opportunity to make a business stronger.
And sometimes the best way to enter a deal is not to become a salesperson first.
Become useful first.
Recently, I had an interesting situation.
I approached someone with a proposal to integrate their solution into my own products and become partners.
In other words, I was effectively becoming their potential customer.
I was ready to use their product, give them access to my infrastructure, and create an additional use case and distribution channel for their solution.
But instead of discussing the integration, the conversation shifted toward criticizing my product.
That made me think about how often we look at potential customers the wrong way in B2B.
We are used to asking:
“What is their pain, and how can my product solve it?”
But sometimes the better question is:
“How can I help this person make their business stronger?”
Maybe your product can solve their problem.
But maybe you can also:
— integrate their solution into your product;— contribute your own expertise;— give them a new distribution channel;— create an additional revenue opportunity;— introduce them to the right partners;— identify a weak point and help improve it.
And only then does a commercial opportunity appear.
You don't always have to solve the client's problem with your own product.
Sometimes you can create value first — and the product, partnership or commercial deal comes naturally afterwards.
That's why I find this approach weak:
“Here is everything that is wrong with your business.”
A much stronger approach is:
“I see an opportunity here. Here is how I can help you.”
In B2B, you are not only selling a product.
You are selling an opportunity to make a business stronger.
And sometimes the best way to enter a deal is not to become a salesperson first.
Become useful first.
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