Your buyer needs a bottle opener.Are you selling them a Swiss Army knife?

Tom Fishburne’s cartoon captures a trap B2B software founders can fall into: adding capabilities until the original customer problem gets buried.

That creates a sales problem, too.

Your website describes everything the software can do.

Your demo shows every feature.

Your outreach lists capabilities.

Meanwhile, the buyer is trying to answer:“Can this solve my problem, and is solving it worth the cost and effort of changing?”

In my experience, more features don’t automatically give buyers a stronger reason to act.

Sometimes they make the value harder to understand.

As you work toward your first 10 customers, pay close attention to the problem that gets buyers talking, the outcome they care about, and what actually moves them to buy.

Those conversations should shape your sales message.Before adding another feature to your pitch, ask:What is this buyer’s bottle opener?

Cartoon: Tom Fishburne / Marketoonist

​John Duvenage

Founder | SMB Growth Strategies

Helping B2B software founders win new high-value customers.  

$19.4M in first-year net-new revenue generated.