Feras Alhlou explains why nice-to-have features don't sell in B2B. Instead, frame your product around a specific, costly problem your customers face. He uses HR leaders reducing turnover through storytelling-based onboarding as an example of what actually moves people to pay.
Nice to have doesn't sell, especially in a skeptical B2B market. The best ideas solve a problem that costs time, money, or stress, and the buyer already knows they have. So instead of saying impact-driven content, you can say we help HR leaders reduce turnover with storytelling-based onboarding. That is specific, that is valuable, that is relatable. If your idea doesn't clearly solve a painful, specific problem, it's not a business, it's a guess.
