Business
Selling an innovative product relies on making change. And there can be a lot of resistance to adopting a new product of any size, but especially for B2B products with long sales cycles and complex onboarding processes. Margie Agin, author of Brand Breakthrough and chief strategist of Centerboard Marketing, helps product makers to accelerate adoption and achieve breakthroughs by distilling functions down to their core value propositions. Margie engineers “AHA!” moments for the brands as well as customers.Be sure to grab Margie's Brand Breakthrough Action Guide for hands-on activities, checklists, interview questions and templates to kickstart your brand journey.Here are some highlights from this can't-miss episode:1:24: How to cruise through a blocker in the sales process3:41: Using language and narrative to dissolve buyer resistance4:45: Asking all the right questions (based on Margie’s market research experience)5:41: “Poking the bruise” to trigger an urgent sense of need7:10: Pulling the value from features to answer “What’s in it for ME?”8:28: How (and why) small companies can connect better than the giants10:50: Using archetypes in convincing tech people to embrace fun, customer-friendly narratives14:43: Resonating with a diverse assortment of audience types18:11: Building trust, in a world that distrusts brands21:00: Testimonials that move buyers forward22:35: Avoiding the most deadly mistake even the biggest product brands makeCenterboard Marketing: centerboard-marketing.comGraphos Product, the product marketing agency: graphosproduct.com