#TechBytes 6: Sell the dream and the nightmare

The truth of the matter is that you can’t just sell the dream, you need to sell the dream and the nightmare to make your solutions contextually relevant to your customers.

So you have on-boarded the takeaway shared in Episode 5 and are positioning your customer as the hero in your story. A dream come true! And selling the nightmare seems counter to exploring our hero’s transformation, right? But where selling the nightmare is useful (and indeed essential) is in demonstrating to your customers that you understand their pain.

When you communicate a story that lets your customer know that you understand their problem best, they will credit you with the solution. The story should also demonstrate empathy and authority as it relates to the problem and clearly articulate the promise of what success looks like as a result of buying your product or service. Your aim isn’t to leave your brand or solution out of the story. Instead, you need to lead with the customer’s plight and the promise of transformation from the pain they are experiencing to the bliss of your solution.

For your customers to understand what your business is about and how you can help them reach success you need to paint a picture of the landscape that they live in. Highlight the specific challenges that require your solutions as well as the possibilities that can come into reality with the help of your products and services as a guide.
Here is Episode 6 of #TechBytes

Watch Episode 1: #TechBytes: The Need for Speed for B2B and Lead Generation.
Watch Episode 2: #Techbytes: Sell different, not similar.
Watch Episode 3: #Techbytes: Niche Down.
Watch Episode 4: #Techbytes: Know your story
Watch Episode 5: #Techbytes: Don't Be the Hero.

Download the full white paper “Inside B2B Lead Generation 2019”, researched and produced by Digital Kungfu, a purpose-built lead generation company for tech businesses.