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 pain point is the frustration thatthat person, your ideal client, that person deals with on the day today. What are they afraid of? What problems that they come up withevery day? You're listening to the B Tob Revenue Executive Experience, a podcastdedicated to helping the executives train their sales and marketing teams to optimize growth.Whether you're looking for techniques and strategies or tools and resources, you've come tothe right place. Let's accelerate your growth in three, two, one.Welcome everyone to the B Tob Revenue Executive Experience. I'm your host, ChadSanderson. Today we're talking about how to understand your clients better, how torefine your value proposition and, most importantly, how to increase the number of conversationsyou're having, things that all people are trying to relearn today, giventhe current circumstances. To help us, we have with US Adams bringer,founder of startup sales, where it works with founders of early stage be tobstartups, helping them understand their clients pains and create formulas and processes that canwe follow to build a repeatable and predictable sales machine. Having been the firstperson for three companies. He's taking them from zero to five million and annualrecurring revenue, and he is also the host of startup sales podcast. Adam, thank you for taking time and welcome to the show. Dad. Thanks, I'm really excited to be here. All right, so we always askkind of a random question at the beginning just so everybody gets a sense ofyou as a person, curious to know something you're passionate about that those thatonly know you through your work might be surprised to learn about. I thinkthat's a tough question to answer. I mean pretty I'm pretty open book.So things that people wouldn't be so it would that work with me that wouldn'tknow. That's interesting, you know, besides the the my wife, mydog and and my family, I mean that's always the important I think learning. I would have to say learning, and not like educational, like inschool, learning, like I love watching Youtube and learning new things and watchingother experts in there for their field and learning from them. Excellent, excellent. I always feeding your head, always kind of get a new perspectives.Love it. It's an important partner, especially since we've all been in thisnew 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 onthat becomes important. It helps us kind of push the four walls were trappedwithin 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 oneof the most important aspects of a good salesperson. Oh, absolutely, Icouldn't agree more. If all you're doing is staying in your little forest rightall you're going to see the trees you expect to see. You're not goingto be able to get a new perspective, you're not going to be able toincorporate something new. I mean it's why I'm always surprised. So,like so many sales people's don't read on a regular other basis or don't engagewith like Ted talks, like I've gotten into the master class stuff. Haveyou seen any of that? Have you...

...played with any yet? You knowI've been. I've been looking at getting this description to it because some ofits just sounds like really amazing, but it's, I'm unbelievably well done,like unrebelievably well done. Yeah, I did. I just got through andit started, honestly, from a another podcast. I mean I knew itwas out there, but like Dak Shepherd had Chris Voss, the former FBInegotiator, on his podcast. They were talking about his master class and negotiationand I was like that sounds amazing and so signed up for it and I'mI 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 wantsto learn, there's another place you can go check out. Ted Talks thingslike that. These are all things that allow us to expand our thinking andif we're not constantly staying ahead of the curve, somebody else is going totake our top spot. Yeah, for sure. So let's all right.So let's talk about kind of the the theme of the day. You worka lot with startups, and so what challenges are you seeing? You know, and maybe sizing the start up, because startups can change pretty quick fromlike the moment they're founded to two people to tend you know whatever, butwhen it comes to uncovering kind of the clients or prospects pain points, whatkind of challenges are you seeing startups run into today? I think it isthis is not just for or Le Stage, just as any kind of company,any be to be company or Toc as well, but more be tobe but it's they make assumptions and make assumptions about what their client pain pointsare and they confuse it's that and they confuse pain points with marketing terms andand that's we have best in class service and their pain point is they havehorrible service. That's not a pain point. The pain point is the frustration thatthat person, your ideal client, that person, deals with on theday to day. What are they afraid of? What problems that they comeup with every day? Is it that some task takes them an hour anda half to do every day and it's really boring and it makes them lookbad to their boss or to their colleagues? That's the pain and the pain isn'tthe the pain isn't the service or something else. The question becomes I'veseen a lot of startups him in this is I don't want to date myself, but I've been watched a lot of startups come, start up and thendisappear and for a long time it was all about, you know, hey, I have this product, I have this cool thing. I'm sure somebodywants it, so like build it and they will come. Kind of mentality. And I'm not a hundred percent sure and would love your perspective. I'mnot undercent sure that that's true these days just building. I mean sure,there are Unicorns, you know, slack and things like that, but thenumber of startups that achieve that level of success are far fewer than those thatfail. And I'm curious if it's a is it a minds is it acreator's mindset that gets in the way, that makes them make those assumptions orwhere? What are you seeing? You know, I think it's a mistakeof any whether founder or salesperson or anybody...

...is you get so excited about yourproduct or your service because now, and it's true, because like you knowhow awesome it is and you know how much you could help other people.You like wow, it's so cool, like who wouldn't love this? Butthe problem is is people don't give you enough time and what take their timeon their own to understand your product or service, to understand the value.So you have to be a bit of portray it so that whole idea.What you're saying is like well, if you build it, they will come. It's not true. And back to what I said before, it doesn'tmatter if you're that founder or salesperson or anybody. I've fallen victim to itmyself. You know, when I first started, you know, helping startups, as I also would just like Whoa, okay, what I have is sovaluable. No, everybody's going to want my help, and you knowlike that this is exactly what I teach other people and it's like, HolyShit, I'm not practicing what I preach here, and you know that's whathappens, and so understand that pain. Yeah, it's an interesting conundrum right, because there's a gentleman by the name of less trackman. He wrote abook called don't eff it up, why founders often make horrible CEOS. He'sbeen on the podcast been a while, but he's a friend of the podcastand you know, we've had conversations where it's like you know it, you'realmost too close to it at some times. You know, at some point youjust this is what I'm putting my blood, sweat and tears into build. So you're so surrounded by and so focused on it that it starts tochange the lenses through what you're looking at the market or customers or prospects oreven potentially the people that you hire. And so the question becomes, howdo you how do you stay consciously aware of this conundrum or this corner youcan paint yourself into and not head down the wrong path? Well, youknow, for myself I look at it kind of like with a sports metaphor. I'man like, look at all the notever they metaphor, but look atall this sports athletes. Mike Tyson, you have tiger woods, Michael Jordan, all these people get coaches. Now they're the top of their game andthey still have coaches. And so it's it's the same you gotta you gotto get help because to get outside help and outside view because you're so deepinto the into your work, in into your business. Well then there's themindset, right mindset of having to be coachable right and and I love thesports analogy because you know, you take people that at the top of theirgame and you're right. You know, I forget this exact story, buttiger woods would spend you know, he's at the top of his game andhe's working with this coach and he decides to change his swing and everybody's likewhy, no, why would you do that? Well, because he hadfound or the coach of point out there were some chap ledges that were keepingit from getting to the next level and he spends hours and hours and hoursworking on it. That's a level of willingness to take an outside perspective andthen apply it to that work ethic or that passion you have for the productthat you created. That allows you to be much more flexible in terms ofwhat you're building. Have you seen or...

...worked with people on how they approachthat from a mindset or personal comfort standpoint? Right, things that get in becauseyou're right, everybody, everybody wants to talk about us like we're awesome, we have this awesome product that it does this and we're so cool.But those you know, that doesn't work in a social setting. People don'twant to hang out with those people also, so it's so in a business settingit's the same way. Are there are there ways that you help startups, you know, tackle that or make sure they're putting in place checkpointsor systems or things that would keep them from going down that path. Yeah, well, one of the first things that I work with on with mostof my clients is is to actually understand that the clients pain and to workon the empathy side so that they really understand the clients perspective, in theclients feelings and where they're at, because to keep them on track. Sothat's yes, that's definitely something that we work on and that's really helpful.And so are there systems that you start to put in place or things thathelp them, you know, keep the wheels on the bus, so tospeak. I mean lots of systems. I think one of the first,one of the most important things is is to map everything out. So ifyou actually, you know, take a pain and paper and write down,first you have to define your ICP, your ideal client profile, because eachkind of client, each persona that you go after, even if you goafter three or four, each one of them is going to have a differentpain point, even though you solve the same problem. So you first getup your ideal client profile, you map out, okay, what are differentpains that they have? There's going to be three different pains that if youcategorize all the pains, they all fall into three different categories, and that'sfinancial, emotional and a business need. And so like a business need isthe one that's like, well, a business bank has to have credit cardprocessing. That's something that they have to have in order to do business.So it's the same thing here. You looking if they have any business needs. So you first write down all of those pains that the client has withas far as your product goes in those categories. Then you could take itand you map it out even deeper. And so what you want to lookat is you kind of build a quadrant. It's hard to explain, you know, and in with audio when I do everything by visual, but ifyou take a quadrant and you put on the left side you put pain,and you put on the right side, I'd put pleasure, and you drawan Arrow from left to right because, and that's because everybody, most peoplein the world anyways, they like to move away from pain and towards pleasure. So that's the first access. The other access would be up and down, so that you have pain in the now, which is on the top. So now is on the top and future is on the bottom. Andso now you have your quadrant, you...

...have your four corners, and sothere's if you look at pain in the now, that's something that they're frustratedwith. So you will write down, you take that pain point that youwrote down previously and you put down all the frustrations that they have in regardsto this pain point. So that means, you know, like I said before, it all we look stupid in front of our employees, in frontof our employers, if we don't get things done on time, or Iget stressed and it causes fights at home with my with my spouse. Theseare all real emotional pains. Now, if you go down to the bottomside of the quadrant, in the bottom left corner, where there's pain inthe future, that's something that you're scared of. So that's something that's morefuture base, but that's always on your head because you're scared of something happeningbecause of this problem that you're having. And so you take the same thing, you write down what things that may be scared of. And then thethe right side of the quadrant, the pleasure is exactly the opposite. Soinstead of something that you're is a frustration, it's something that you want and insteadof something that you're scared of. It's something that you dream of.So if I'm frustrated with going back to the example of frustrated with looking,looking dumb in front of my peers, well, my my dream or notmy dream, my my want is to be acknowledged by my peers for mygood work and my dream is to be employee of the month or whatever.So that's what you want to do and that's that's how I work with theclients. At my beginning to build a foundation is we start to really mapthis out and really get down and dirty into this. And this exercise couldtake a week or two, because you want to include everybody from your companyand the more points of view you get on this, the more perspectives,the better, because then it's really diving deep and helping you with that empathy, and then you have it all mapped out and now you could really seewhat your prospect is going through and how you could help them. And yousaid this process can take up to a week, right or greater, andthe more perspectives you have the better. Once you've once you've done this,how do you help them make it actionable right, put it, put itin, put it in a way that's going to help them guide the companyor better connect with what it is that's driving there 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 neverending work. This is always been something you're working on for your clients.Pains Change. You learn more as you go. So as far as thenext steps, is what you do with this information? Well, this is, as I said, the foundation of everything. This is going to bethe foundation of your product, this is going to be the foundation of yourmarketing and the foundation of your sales. So it's extremely important to have that'swhy you bring everybody, even your tech team, involved in this. Buttypically the next steps is, okay,...

...now we have this, how dowe use this? So first, are we going outbound or inbound? Whatkind of messaging do we have? So we use this to create our messagingso that we actually speak to our clients, because nobody likes to get that emailor the linkedin message. Hey, look at us, these are whatfeatures we have A, B and C and D, and we're really cool, we're top of class and Yada, Yada, Yada. And Hey,let's here's my calendar link. Let's jump on a Onehour Demo. Nobody likes. But if you get a personal message with something that's you know, speaksabout hey, are you tired of feeling, you know, dumb at work?Because this doing, creating this report, takes an extra two hours of yourday, like then it's like wow, that's so specific and the people willfind themselves in that messaging, your prospects will find themselves and they'll understandthe connect with it. Now they're going to want to talk to you andyou well, I mean we don't want to get into messaging here. That'sa whole another thing. But you don't try to sell in the messaging.The only try thing you're trying to do is engage the prospect don't try tosell them, just get them to hit the replies. That's what it does, is you take this, what you learn, and put it into yourmessage. And so can you, just to bring it out to life alittle bit more, can you illustrate an example with a client where you walkedmaybe somewhere you can share kind of how that process unfolded and and what impactsit had? Yeah, I mean there's there's so many impacts because I meanwe only talked about the messaging aspect. But as far as the messaging,I worked with one one of my clients and within two weeks he closed ahundred k deal and he had four hundred K in the pipeline after we didthis exercise and we change their messaging. So there's some really good results onhow quickly this stuff works when you actually apply it and you do it right. That's impressive as 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 anexample of where it didn't go well, but but like when you're working witha client and then they're struggling like this, how do you normally you know what'swhat are they doing? When you normally first get engage that you haveto help them kind of get through. Well, I mean sometimes people arescared of change. They've been doing things so, so, so often,or their their perspective, they make assumptions of the prospects and so like nowthe prospect is going to want to talk about this or they don't feel likethey they're worthy to speak about speak with the prospect about this. So theydon't. They'll skip like the qualifications stage. This happens a lot of startups andI'm as I'm sure you're aware. You know, you people get tothe first meeting with a prospect and they automatically just go into hey, lookat our product, look how cool it is, here's our features, insteadof going back you laugh it. It's true. It is true. Unfortunately. Yeah, and even even after I...

...go through this exercise with them,a lot of my clients there at the beginning, they go back to thoseways and we record our videos so we could actually see it afterwards, butthey'll go back to that because that's their comfort zone, because that's what theyrealize. But after they see it themselves. So everybody should record their calls ifyou can, and typically are on zoom meeting secret see video. Butafter you come back and you actually watch that video and you see like,okay, you started strong with like talking about pain, and you could seethe reaction, but then you went back to your old ways and now youcould see how ridiculous you look and how they're starting to play with their phoneand everything. Now you could actually see it. And then that way ithits home a lot more. It's a confidence issue. I love it.I love it all right. So let's Change Direction here a little bit.We ask all of our guests kind of two standard question towards the end ofeach interview. Versus, simply as a founder, as someone who has createda business, that makes you a prospect for other people out there that wantto get in front of you and and you know, selling something or hopefullysolve some of your problems. I'm always curious to learn when somebody doesn't havea referral and they they don't have a trusted way in. Like you know, I know this person, and so I right okay this other person's timewhen they don't have that. What works best for you, for somebody WHO'strying to capture your attention, build credibility and earn some time on your calendar? Well, first of all, having a good I wouldn't call it apitch, but having a good pitch, having that good initial contact where it'sshort, it's to the point, it's about me, not about them intheir company. That's always helpful. But I I have a really good exampleof something that happened today. Now I some people are going to hate this, but I do do I do use linkedin automation. Now I'm getting tremendousgood results from it because I don't do those horrible pitches. But I useautomation and I sent a message out to somebody. And have you ever chat? Have you ever had somebody like sell you when you were trying to sellthem? It's happened. Yeah, yeah, so this is what happened with thisguy's I sent him, well, my my tool, my Bot,sent them a message. Now he did something. He put a period inthe front at the beginning of his name, so the automation software will always islike can pick it up and call him by period name, so thatcomes through in the messaging. And so his responses. Oh Yeah, Iput a period at the beginning of my name so that so I could catchthe the basic bots and what he's selling is actually a BOT himself that doesn'tdo that. So so that was actually I would really started to engage withhim and start looking at his products just because of that. Is like wow, that really caught me off guard. You really like you made me thinkand you you you broke my pattern. You know my pattern is no I'mnot insesive. Thank you, Yeada, Yada, Yada, or well,that sounds great, let's have a call.

It's those kind of things are thenormal, you know, getting seven, eight leads a week. From thereyou see all these patterns. But that really interrupted my day to dayand it was like wow, that was good, Nice. I like thatand it's great when somebody's on their game enough that they can they can dothat right. They can understand what it is. You know who's reaching outto them and how do I convert that? So last question. We call itour acceleration in sight. If there was one thing you could tell sales, marketing or consultants, one piece of advice you could give them that youbelieve would help them hit their targets, if not exceed them, what wouldit be? M why become an active listener and not the not the podblog post title, active listener. Really become an active listener. Take yourpen and paper, put that to the side. Take your checklist of questionsyou want to ask the prospect with that aside or your agenda, go withan open mind and just talk to the person. I love it. Ilove it listen and listen and hear what they're saying and it's hard, especiallywith all of the digital inputs that we all have today. It's difficult,it can be very difficult to do that. So, Adam, if, fora listeners interested in talking more about the topics we touch on today orlearning more about what you're doing, where would you like us to send themstraight to the bank? But besides that, no, I'm happy to reach outto and speak to anybody that's listening needs help. You know I haveoffice hours as well, but you could go to my website, start upsales that I owe and reach out to me through there, or Linkedin isthe best way as well. Excellent, I Adam. I can't thank youenough for taking time. It's been great having it on the show today.Thank you. Chat me to all right, everybody that does if this episode,check us out up. YOU TO BE REV exactcom share with friends,family, Co workers. You know the drill. Until next time, wehave value selling associates with you all nothing but the greatest success. You've beenlistening to the BB revenue executive experience. To ensure that you never miss anepisode, subscribe to the show and Itunes or your favorite podcast player thank youso much for listening until next time.

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