Matt Ryder warns B2B sales reps against cramming too many problems into their pitch. Focus on the core issues you can solve, not peripheral ones. Land small deals first, then expand the account later.
So in your problem phase, you're gonna add more weight than what you would in B2C, but you're gonna keep it confined to the core problems that you solve. In B2C, it's very easy to get enough because the problems are usually very self-evident. And even though in B2B the problems can be very self-evident as well, a common problem that I see in B2B sales reps is that they try and stack too many problems that are outside the scope of what they're there to solve. And then they try and either solve it through a pitch that is way too big, which then pulls in tons of decision makers. You don't want that. What you wanna do, really hone in on the core set of problems that you can solve and knock out of the park with a really clear and concise pitch. And then you can do what's called a land and expand model, which is where you land into a business, you get like the easy deal, and then from there you kind of expand into the business later on instead of trying to get a giant monster deal up front.
