Executives buy painkillers: solutions that fix immediate problems and boost KPIs. Business owners buy vitamins: transformational offerings that reshape their business. Sell to the right audience or your pitch will miss.
Sell painkillers to executives. Agents sell vitamins to business owners. One thing I've talked about is that vitamins can be good things to sell, but to sell vitamins is to be selling transformation versus selling painkillers to say what you've got is okay. We just need to move you past whatever the current issue is. Executives who are inside an otherwise working organization are looking to purchase painkillers, things that will allow them to get better return on investment on the rest of the assets they have and improve their KPIs. On the other hand, business owners are usually looking more fundamentally at the business. And by the time they're talking to a service professional, it's because they're looking to make some sort of more significant transformation in place. Now, both sides can sometimes pick up the other, but in the main, that is a good way of looking at segmentation of when to be selling painkillers to executives, when to be selling vitamins to the business owners. And in general, you don't want to make sure you're selling the wrong thing to the wrong audience.
