The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 1 year ago

Your Value Prop Is About Pain Points, Not Marketing Terms w/ Adam Springer

ABOUT THIS EPISODE

You’ve got a great product. Its value is so obvious that it’s going to sell itself.

 

You’ve just got to build it and the customers will come, right?

 

Wrong.

 

It’s not about the features, it’s about the pain points your prospects are facing. In this episode, I catch up with Adam Springer, Founder at StartupSales, to find out why so many salespeople do such a bad job addressing the pain points customers really care about. 

 

We discuss:

 

- Why marketers express their value proposition poorly

 

- The 3 categories of pain points

 

- How to nail your messaging.

 

This post includes highlights of our podcast interview with Adam Springer, Founder at StartupSales.

 

For the entire interview, you can listen to The B2B Revenue Executive ExperienceIf you don’t use Apple Podcasts, we suggest this link.

The painpoint is the frustration t atthat person, your ideal client, that person deals with hon a day today. Whatare they afraid of what problems do they come up with every day, you're. Listening to the BTB revenueexecutive experience, a podcast dedicated t help an executives traintheir sales and marketing teams to optimize growth, whether you're lookingfor techniques and strategies wore tools and resources, you've come to theright place. Let's accelerate your growth in three two one: welcomeeveryone to the B tob revenue executive experience. I'm your host ChatSanderson today we're talking about how to understand your clients better howto refine your value proposition and, most importantly, how to increase thenumber of conversations yore having things that all people are trying torelearn today, given the current circumstances to help us, we have, withthis Adam Springer, founder of start up sales, where he works with founders ofearly stage, btob startups, helping them understand their clents pains andcreate formulas and processes that can be follow to build a repeatable andpredictable sales machine. Having been the first person for three companies,he's Takeng them from zero to five million in annual overcrring revenue,and he is also the host of startup sales podcast Adam. Thank you fortaking time and welcome to the show cad thanks. I'm really excited to be hereall right, so we always ask kind of a random question at the beginning. Justso everybody gets a sense of you as a person curious to know something you'repassionate about that. Those that only know you through your work might besurprised to learn about. I think that's a tough question to answer. Imean pretty I'm pretty open book, so things that people wouldn't be swould at work with me that wouldnit know that's interesting. You know,besides the my wife, my dog and and my family, I mean that's always the theimportant I think learning I would have to say learning and not likeeducational like in school learning like I love watching Youtube andlearning new things and watching other experts in their their field andlearning from them. Excellent, excellent, always feedingyour head, always kind of GETIG. New Perspectives love it. It's an importantPartnen, especially since we've all been in this new virtual work from homeworld. I mean I've been working from home for years, but for a lot of people,it's new that ability to focus on that becomes important. It helps us kind ofpush. The four walls were trapped within further out, let's say so, absolutely don't they also say thatthat's one of the most important I know I say it, but it's one of the mostimportant aspects of a good sales person. Oh absolutely, I couldn't agreemore. If all you're doing is staying in your little forest right, Ahall you're,going to see the trees, you expect to see you're not going to be able to geta new perspective, you're not going to be able to incorporate something. TheyI mean, that's why I'm always surprised so like so many sales people don't readon a regular basis or don't engage with like Ted tocks like I've gotten intothe master class stuff. Have you seen...

...any of that? Have you played with hatyet you know I've been I've been looking at getting tha suscription toit, because some of it just sounds like really amazing, but it's iunbelievablywell done like unrebelievably well done yeah I did I just got through and itstarted honestly from another podcast I mean I knew it was out there, but like dack shepherd had Chris Voss, theformer FBI negotiator on his podcast. They were talking about his masterclass, an negotiation, and I was like that sounds amazing and so signed upfor it and I'm I got one more lesson I think to do, but it's just it'samazingly well done so anybody who doesn't like to read but still wants tolearn. There's another place. You can go check out. Ted Talks, things likethat. These are all things that allow us to expand our thinking and if we'renot constantly staying ahead of the curve, somebody else is going to takeour top spot yeah foryea. So, let's all right. So let's talk about kind of thethe theme of the day. You work a lot with startoffs, and so what challengesare you seeing? F, you know and maybe sizing the startup, because startupscan change pretty quick from like the moment, they're founded to two peopleto tend you know whatever, but when it comes to uncovering kind of the clients,wor prospects painpoints. What kind of challenges are you seeing Startup Rhruninto today? I think it. This is not just forearly stage jest as anykind of company, anybtb, comany or BTC as well, but more be to be, but it'sthey make assumptions the make assumptions about what their clientpainpoints are, and they confuse it's that and they confuse painpoints withmarketing terms and that's Lwe have best in class service andtheir pain point. Is They have horrible service? That's not a painpoint. Thepainpoint is the frustration that that person, your ideal client. That persondeals with hon a day today. What are they afraid of what problems that theycome up with every day? Is it that some task takes them an hour and a half todo every day and it's really boring and it makes them look bad to their boss orto their colleagues? That's the pain, the and the pain isn't th the pain,isn't the service or something else. The question becomes: I've seen a lotof startups, a man. This is, I don't want to date myself, but I've been 'vewatched, a lot of startups come start up and then disappear and for a longtime it was all about. You know: Hey I have this product. I have this coolthing, I'm sure somebody wants it so like build it and they will come kindof mentality and I'm not a hundred percent sure and would love youperspective. I'm not undpercent sure that that's true these days justbuilding it I mean sure there are UNICORNS. You know slack and thingslike that, but the number of startups that achieve that level of success arefar fewer than those that fail and I'm curious. If it's is it a mine, is it aCreator's mindset that its in the way that makes them make those assumptionsor what are you seeing? You know, I think it's a mistake of anywhether founder or sales person or...

...anybody is you get so excited aboutyour product or your service. Because- and it's true because, like you knowhow awesome it is, and you know how much it could help other people youlike wow, it's so cool like who wouldn't love this, but the problem is:Is People don't give you enough time and take their time on their own tounderstand your product of service to understand the value, so you have to beable to potay it so that a whole idea of what you're saying is like well, ifyou build, they will come. It's not true and back to what I said before itdoesn't matter. If you're that founder or a salesperson or anybody, I'vefallen victimto it myself, you know when I first started, you know helpingstartup says I also would just like well, okay, whatI have is so valuable, no everybody's going to want my help, and you know like that. This is exactlywhat I teach other people and it's like Holly Shit, I'm not practicing what Ipreach here and you know that's what happens, and I understand that thing.Yeah. It's an interesting canondum right because there's a gentleman bythe name of less Trackman, he wrote a book called, don't effit up. Whyfounders often make horrible CEOS he's been on the podcast been a while, butis a friend of the PODCAST, and you know: We've had conversations whereit's like. You know, you're almost too close to it at some time. You know atsome point you just this is what I'm putting my blood, sweat and tears intobuild, so you're, so surrounded by and so focused on it that it starts tochange the lenses through which Yau're looking at the market or customers orprospects, or even potentially the people that you hire, and so thequestion becomes. How do you? How do you stay consciously aware ofthis conundrum or this corner? You can pain yourself into and not had done thewrong path. Whyou know for myself. I look at itkind of like with a sports menaphor. I mean like look at all the not reallymetaphor, but look at all this. The sports athletes Mike Tyson. You HaveTiger Woods Michael Jorda, an all these people get coaches, now they're the topof their game and they still have coaches, and so it's it's the same. Yougot TA. You got to get help you got to get outside help an outside view,because you are so deep into the into your work and into your business.Well, then, there's the mindset right mindset of having to be coachable right and- and I love thesports analogy because you know o take people at at the top of their game andyou're right. You know, I forget this exact story, but tier woods would spendyou know he's at the top of his game and he's working with his coach and hedecides to change his swing and everybody's like what in Kho. Why wouldyou do that? Well because he had found or the COACHO point out. There weresome challenges that were keeping Im from getting the next level and hespends hours and hours and hours working on it. That's a level ofwillingness to take an outside perspective and then apply it to thatwork ethic or that passion you have for the product that you created. Thatallows you to be much more flexible in...

...terms of what you're building have youseen or worked with people on how they approach that from a mindset orpersonal comfort standpoint right things that Getin t because you'reright everybody everybody wants to talk about us like we're awesome. We havethis awesome product t and it does this and we're so cool, but those you knowthat doesn't work in a social setting. People don't want to hang out withthose people so Soso in a business setting it's the same way are there?Are there ways that you help startups? You know tackle that or make surethey're putting in place check points or systems or things that would keepthem from going down that path. Yeah. Well, one of the first thingsthat I work with on with most of my clients is, is to actually understandthe clients pain and to work on the empathy side. So that's they reallyunderstand the clients perspective. In the clients, feelings and where they'reat because to keep them on track so that yes,that's definitely something that we work on and that's really helpful, andso are there systems that you, you start to put in place or things thathelp them. You know keep the wheels on the bus. So to speak, I mean lots ofsystems. I think one of the first, like one of the most important things, is tomap everything out. So if you actually, you know, take a penant paper and write down. First, you have to defineyour Ip your ideal client profile, because each kind of client eachpersona that Yo go after, even if you go after three or four each one of themis going to have a different painpoint. Even though you solve the same problem,so you first get your ideal climt profile you map out. Okay, what aredifferent pains that they have there's going to be three different pains that if you categorize all the pains, theyall fall into three different categories and that's financial,emotional and a business need, and so like a business need is the one that'slike well, a business. A bank has to havecredit card processing, that's something that they have to have inwerto do business. So it's the same thing here you look in if they have a newbusiness needs. So you first write down all of those pains that the client haswith. As far as your Prat goes in those categories, then you could take it and you map itout even deeper, and so what you want to look at is you kind of build aquadrant? It's hard to explain. You know in with audio, when I do everything byvisual, but if you take a quadrant and you put on the left side, you put painand you put on the right side. You put pleasure and you draw an Arrow fromleft to right, because and that's because everybody most people in theworld anyways they like to move away from pain and towards pleasure. Sothat's the first access, the other access would be up and down so that youhave pain in the now which is on the top. So now is on the top, and futureis on the bottom. And so now you have...

...your quadrits. You have your fourcorners and so there's, if you look at pain in the now, that's something thatthey're frustrated with. So you will write down you take that pain, pointthat you wrote Downe previously and you put down all the frustrations that theyhave in regard to this painpoint. So that means you know, like I said beforeit all o. We look stupid in front of our employees in front of our employers.If we don't get things done on time or I get stressed and it causes fights athome with my with my spoups, these are all real emotional paints. Now, if yougo down to the bottom side of the quadrant in the bottom left corner,where there's pain in the future, that's something that you're scared of.So that's something that's more future based, but that's always on your head.You're scared of something happening because of this problem that you'rehappy, and so you take the same thing. You write down what things that pay bescared of, and then the the right side of the quadrant. The pleasure isexactly the opposite. So, instead of something that Youre is a frustration,it's something that you want and instead of something that you're scaredof it's something that you dream of. So if I'm frustrated with going back tothe example of frustrate with looking looking dumb in front of my peers. Well,I my dream ar not my dream Y. my want is to be acknowledged by my peers formy good work and my dream is to be employee of themonth or whatever. So that's what you want to do, and that's that's how Iwork with their clients at my at the beginning, to build a foundation. Is Westart to really map this out and really get down and dirty into this, and thisexercise could take a week or two, because you want to include everybodyfrom your company and the more points of view you get on this, the moreperspectives the better, because then it's really diveding deep and helpingyou with that empathy, and then you have it all mapped out, and now youcould really see what your prospect is going through and how you could helpthem, and you said this process can take up to week right or greater and the moreperspectives you have the better once you'veonce you've done this. How do youhelp them? Make it actionable right? Put it put it in put it in a way,that's going to help them guide the company R, we're better connect withwhat it is: That's driving, ther their target market sure so so, first of all,it takes up to a week week or two for your first iteration of this. This is never an ending work. This isalways Benh. You're working on for your clients pains change. You learn more asyou go. So, as far as the next steps is, what do you do with this information?Well, this is, as I said, the foundation of everything. This is goingto be the foundation of your product. I, this is going to be the FoundationYoure Marketing and the foundation of yourselves. So it's extremely importantto have that's why you bring everybody giving your tech team involved in this,but typically the next steps is okay. Nowwe have this. How do we use this? So...

...first, are we going outbound or indown?What kind of messaging do we have? So we use this to create our messaging sothat we actually speak to our clients because nobody likes to get that emailor the linkedon message. Hey look at us. These are what features we have abandCNDD and we're really cool we're top of class and Yadayadayara and hey. Let'shere's my calene link, let's jump on a one hour, demo, nobody likes, but if you get a personal message withsomething that's you know speaks about. Hey. Are you tired of feeling you knowdumb at work, because this doing creating this report takesan extra two hours of your day like then it's like wow, that's so specific,and the people will find themselves in that messaging. Your prospects willfind themselves and they'll understand and hheyll connect with it now they'regoing to want to talk to you and you. Well, I mean we don't want to get intomessaging. Here, that's a whole another thing, but you don't try to sell in themessaging. The only trying thing you're trying to do is engage the prospect.Don't try to sell them just get them to hit the replies. That's what it does.Is You take this? What you learn and put it into your message, and so canyou just to bring it to life a little bit more? Can you illustrate an examplewith a client where you walk to, maybe somebody you can share kind of Howe,that process unfolded and and what impacts it had. Yeah I mean there's, there's so manyimpacts, because I mean we only talked about the messaging aspect but ascarsthe messaging. I worked with one one of my clients and within two weeks heclosed a hundredk deal and he had four hundred K in the pipeline after we didthis exercisand. We change our message so there's some really good results on howquickly this stuff works. When you actually apply it and you do it right,that's impressive, Tas, impressive, all right, and so how about one where youknow, maybe a situation where you can describe where a client wasn't doingthis and kind of the struggles they were having. I hate to say an exampleof where it didn't go well, but but like when you're working with a clientand then there's struggling like this, like how do you normally, you know whatwhat are they doing when you normally first get engaged that you have to helpthem kind of get through? Well, I mean sometimes people are scared of change.They've been doing o things for so so often or their their perspective. Theymake assumptions of the prospects, and so that Lik know the prospect isn'tgoing to want to talk about this or they don't feel like they they'reworthy to speak about speak with the prospect about this stuff, so theydon't they'll skip like the qualification stage. This happens a lotof startups and, as I'm sure you're aware, you know you people get to thefirst meeting with a prospect and they automatically just go into hey. Look atour product. Look how cool it is. Here's our features instead of goingback. You laugh it it's true. It is true,unfortunately, yeah and even even after...

I go through this exercise with them alot of my clients at the beginning. They go back to those ways and werecord our video, so we could actually see it afterwards, but they'll go backto that because that's their comfort zone because that's what they realize,but after they see it themselves, so everybody should record their calls. Ifyou can and typically are on Zoom Med and S, you could see video. But afteryou come back and you actually watch that video and you see like okay, youstarted strong with like talking about pain and you could see the reaction,but then you went back to your old ways and now you could see how ridiculousyou look and how they're starting to play with their phone and everything.Now you could actually see it and then that way, it hits home a lot more. It'sa confidence issue. I love it. I love it all right. So, let's ChangeDirection here, a little bit. We isk all of hour guests kind of two standardquestions towards the anivade interview. First, as simply as a founder assomeone who's created, a business that makes Youe a prospect for other peopleout there that want to get in front of you and- and you know, sellyu somethingor hopefully solve some of your problems. I'm always curious to learnwhen somebody doesn't have a referral in the they don't have a trusted way.Ind, like you know. I know this person in so all right, I'll give this otherperson's time when they don't have that what works best for you for somebodyWHO's trying to capture your attention, build credibility and earn some time onyour calendar. Well, first of all having a good yeah,I wouldn't call it a pitch but have an y good pitch having that good initialcontact, where it's short, it's to the point, it's about me not about them antheir company, that's always helpful, but I have a really good example ofsomething that happened today. Now I m. Some people are going to hate this, butI do do. I do use linkdin automation, nowd. I am getting tremendous goodresults from it because I don't do those horrible pitches, but I use automation and I sent a messageout to somebody and have you ever tried have you ever had somebody like sellyou when you were trying to sell them, it's happened, yeah yeah yeah, so sothis is what happened with this guys. I sent him well my tool. My bought sentthem the message. Now he did something he put a period in the front night atthe beginning of his name, so the automation software will always likepick it up and call him by period name, so that comes through inthe messageingand so his responses, Oh yeah, I put appeared at the beginning of my name,so that so I could catch the the basic bots andwhat Heis selling is actually a BOT himself. That doesn't do that, so sothat was actually. I would really started to engage with him and startedlooking at as products just because of that, its like wow that really caughtme off guard. You really like you made me think, and you you, youbroke my pattern. You know my pattern is no, I'm not interested. Thank youyet Yeatyata or well. That sounds great.

Let let's have a call it's! Those kindof things are the normal. You know getting seven eight leades a week fromthere you see all these paderons, but that really interrupted my day todayand was like Woll. That was good nice. I like that, and it's great whensomebody's on their game enough that they can. They can do that right. Theycan understand what it is. You know who's reaching Outo them, and how do Iconvert that so last question: We called our acceleration insight. Ifthere was one thing you could tell sales, marketing or consultants, onepiece of advice you could give them that you believe would help them hittheir targets, liyf not exceed them. What would it be and why become an active listener and not thenot the pod that the block post title active listener really become an activelistener. Take your pen and paper put that to the side. Take your checklistof questions. You want to ask the project with that aside or your agenda.Go with an open mind and just talk to the person. I love it. I love it.Listen, listen and hear what they're saying and it's hard, especially withall of the the digital inputs that we all have today, it's difficult. It canbe very difficult to do that so Adam. If the listeners interested in talkingmore about the topics we've touched on today, we're learning more about whatyou're doing. Where would you like us to send them straight to the bank? But besides that, no I'm happy to reach out O and speakto anybody. That's listening n needs help. You know I have office hours aswell, but you could go to my website start up. Sales that I owe and reachout to me through there or linked in is the best way as well excellent Adam. Ican't thank you enough for taking time it's been great having you on the showtoday. Thank you, Chatdin me too, all right, everybody that does it FIS. Hisepisode check us out of PTOBE REVIZACCOM share with friends, familycoworkers. You know the drill. Until next time we have valy sellingassociates with you all nothing, but the greatest success you've been listening to the BTBrevenue executive experience to ensure that you never miss an episodesubscribe to the show, an itunes or your favorite podcast player. Thank youso much for listening until next time.

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