155: Evangelize the problem, not your product

Too many companies are getting it wrong: they’re evangelizing their product, not the problem. When you focus on the problem it solves, you might just revolutionize your approach to the market. Shifting your sales and marketing tactics to address your clients’ pain points positions you as an empathetic, human-centered company–and draws in more business. In this episode, I’ll discuss how sales teams can translate the excitement for a new product by establishing what problem it solves and figuring out how to evangelize it to prospects.I’ll walk through an example of how you can put this technique into practice and what kind of language to use. Join me to learn how to differentiate your company as an expert on the industry, not just your product.You’ll Learn:What it means to evangelize the problemThe key role the sales team plays in this effortHow not to “vendorsplain”Examples of how to put this strategy into practiceWhat language to use in a solution-oriented approach Support the showThe Cyber Go-To-Market Talk is the show for cybersecurity sales leaders, founders, CROs, and go-to-market operators looking to improve cyber sales performance and build more predictable revenue growth. Hosted by Andrew Monaghan, founder of Unstoppable.do, covering cyber sales leadership, revenue leadership, sales onboarding, forecasting, pipeline generation, and cybersecurity go-to-market execution.Follow me on LinkedIn for regular posts about growing your cybersecurity startupWant to grow your revenue faster? Check out my cybersecurity sales consulting and trainingNeed ideas about how to grow your pipeline? Sign up for my newsletter.