Sold vs. Bought and its implications
Are you selling what you offer or are people buying what you’re making? You might ask, isn’t it just two sides of the same transaction? Well, yes and no. Of course, a transaction requires someone to sell something that another party buys. The difference, though, is whether someone is sold something, which requires effort on the seller’s side or whether someone buys something, which is purchased out of conviction on the buyer’s side.
You want your offer to be bought!
Three thoughts before I’ll direct your attention to a great article on the „Lean Mean Go-To-Market Machine“ of Atlassian, maker of project-management tool JIRA, which generated sales of $1.6b in 2020 with the lowest spend on Sales & Marketing in the industry.
- The less you have to spend on sales & marketing, the more you have to build a better product.
- The more customers buy your product (out of conviction), the less convincing you have to do and the less complaints of unsatisfied customers you’ll have to handle.
- If people buy your product, you’ll have lower risk of not meeting expectations that you might have generated just in order to make the sale.
In the article by Cameron Deatsch, Chief Revenue Officer at Atlassian, he not only explains how and why you should rethink your go-to-market approach, but also some tactics on where to look at for potential upgrades to your current approach. |
