Will they pay?

Thoughts

One of the things that always concern me about doing B2B related products and services is that the user is almost always different from the one who is actually paying the bill. What might constitute a problem for someone down in the organization can be totally overlooked at C-level, making it super hard to get the good solution in the hands of the people who actually need it.

I think there are several ways to try to deal with this. One is the obvious one: Make the solution so inexpensive that it falls well within the limits of discretionary spending that people in the organization may have. In other words: Give them the opportunity to buy it themselves.

The other one is more of a workaround but nonetheless important: Develop the pitch for the C-suite and KNOW full well that aside from having to convince your users, there is a key task in being able to make the hard sell where the money is. If that is where it’s at, it should be as important for you as building the product itself.

(Photo: Pixabay.com)

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