The Problem with Kids: How Your Products and Services are Truly Perceived

Kids PlayingB2B Lead Generation | Why your products and services are like your kids

A good friend and top sales expert just left his employer. I asked him why he left. He said “Because the owner thought buyers were stupid if they cannot see the value.” This is the exact problem highlighted in this post, so I want to bring it back.

Want to crank up sales and profits in your company? Then stop talking about your kids.

I adore my kids. Three boys - 18, 15, and 12. Great kids. Want to watch my videos or flip through our family photos?

Of course not. You don’t know them and you’re happy for me, but you could not care less. It’s like one of those stickers you see everywhere “My Child is an Honor Student at …” Mom and Dad love it, but no one else cares.Honor student

Welcome to the real world of Business to Business sales and marketing. No one cares.  If you are looking to do B2B lead generation, stop thinking like a parent.

Comparing kids to a company’s products and services works.  When David Meerman Scott said to his boss at Thompson, “No one cares about our products and services.” what his boss actually heard is “Your kids are ugly.” David was fired.

No one likes to be told his kids are ugly. But David was right.

Herein lies the conundrum for business to business companies. They’re proud of their fine products and services. But no one wants to watch the videos or view the photo albums of their “kids” - products and services. Unfortunately, that is what 98% feature on their websites. “We’re the leading provider of ……………” “A multi award-winning search marketing firm.”

No one cares.

Look at it from the point of view of the buyer.

Let’s say I’m going on vacation and I need our lawn mowed. Your kids might be perfect, but I’m not looking for a kid - I’m looking for lawn mowing services.

This is why Ideal Customer Profiles, Buyer Personas and Mapping Content to the Buyer Variables (Title, Buying Stage, Industry) and Content Marketing are critical in business to business marketing today. Focus on what buyers need and not what you have to sell.

That’s the BEST way to do b2b lead generation.

You must take time to carefully plan your approach for success today.

Want a free comprehensive guide to this new world? Download the highly acclaimed and free white paper, How to Find New Customers by clicking the underlined words or the image. It’s free.

How to Find New Customers

How to Find New Customers

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

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