{"id":3000075524,"date":"2024-07-10T13:39:40","date_gmt":"2024-07-10T17:39:40","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=3000075524"},"modified":"2024-08-29T10:02:12","modified_gmt":"2024-08-29T14:02:12","slug":"how-to-unlock-product-market-fit-and-scale-your-b2b-sales","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/business-solutions\/how-to-unlock-product-market-fit-and-scale-your-b2b-sales","title":{"rendered":"How to unlock product market fit and scale your B2B sales"},"content":{"rendered":"\n<p>Wouldn\u2019t it be great if the market lit up like a gameshow when you introduce your product, signaling that you\u2019re onto something with confetti and flashing lights?&nbsp;<\/p>\n\n\n\n<p>Realistically, this isn\u2019t the case.&nbsp;<\/p>\n\n\n\n<p>One of the most popular definitions of product market fit is, \u201cYou&#8217;ll know it when you see it.\u201d But to \u200bCarol Malakasis, founder of <a href=\"https:\/\/www.marketpull.com\">Market Pull<\/a>, a consultancy for startups, that\u2019s not helpful, especially for first-time founders. \u201cHow will you know it when you see it if you&#8217;ve never seen it before?\u201d<\/p>\n\n\n\n<p>Thankfully, real founders have seen it (and made the mistakes) to pave the way for others, discussing as much on a panel hosted by Karen Chi, the founder of<a href=\"https:\/\/www.karenchi.co\/\"> Karen Chi Consulting<\/a>, at New York Tech week.&nbsp;<\/p>\n\n\n\n<p>If you\u2019ve been asking questions like, <em>how will I know when I find a product market fit? 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our&nbsp;<\\\/span><a href=\\\"https:\\\/\\\/www.wework.com\\\/legal\\\/terms-of-service\\\" target=\\\"_blank\\\" style=\\\"font-size: 13.3333px;\\\">Terms of Service<\\\/a><span style=\\\"font-size: 13.3333px;\\\">&nbsp;and acknowledge our&nbsp;<\\\/span><a href=\\\"https:\\\/\\\/www.wework.com\\\/legal\\\/global-privacy-policy\\\" style=\\\"font-size: 13.3333px;\\\">Global Privacy Policy<\\\/a><span style=\\\"font-size: 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       <script id=\"nf-tmpl-cell\" type=\"text\/template\">\r\n            <nf-fields><\/nf-fields>\r\n        <\/script>\r\n\r\n        <script id=\"nf-tmpl-row\" type=\"text\/template\">\r\n            <nf-cells><\/nf-cells>\r\n        <\/script>\r\n\r\n        \n\n\n<ol class=\"wp-block-list\">\n<li><strong>Aim beyond product market fit<\/strong><\/li>\n<\/ol>\n\n\n\n<p>It may feel counterintuitive, but your best bet is getting comfortable with the idea that you will never find product market fit\u2014and seeing that as a good thing. Only then will your product continue to become more valuable over time.&nbsp;<\/p>\n\n\n\n<p>\u201cI tell our team that we will never find product market fit,\u201d says \u200bNick Ornitz, co-founder and CEO at <a href=\"https:\/\/www.toplinepro.com\">Topline Pro<\/a>, an all-in-one home service business marketing platform. \u201cIt&#8217;s important not to get complacent, to think you&#8217;re there and stop innovating.\u201d<\/p>\n\n\n\n<p>Yes, there might be signals you\u2019re onto something like there were with Ornitz&#8217;s first product, which saw immediate gravitation and genuine excitement from the market and led to referrals soon after (versus the one before that, which felt like pushing a boulder up a hill).<\/p>\n\n\n\n<p>But the mindset of successful founders? \u201cThe right mentality is we&#8217;re never really going to get there,\u201d says Malakasis.<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"2\">\n<li><strong>Start selling as soon as possible\u00a0<\/strong><\/li>\n<\/ol>\n\n\n\n<p>\u200bRaghav Poddar, founder and CEO at <a href=\"https:\/\/www.superorder.com\">SuperOrder<\/a>, an all-in-one management software for restaurants, recalls wasting too much time in the exploring phase, trying different ways to make their product more valuable before seeing if the market found value in it.&nbsp;<\/p>\n\n\n\n<p>His advice? \u201cStart selling as soon as possible.\u201d&nbsp;<\/p>\n\n\n\n<p>\u201cEven with a bare-bones landing page or a simple Squarespace website, start selling the product and see how the market responds to it,\u201d advises Poddar. \u201cWhen you hit the market, you will get feedback, and that feedback cycle will improve your product or feature far faster than if you sit and explore.\u201d&nbsp;<\/p>\n\n\n\n<p>Malakasis sees a tendency among founders to want all the bells and whistles. But the truth is: \u201cYour early adopters never buy because your product is where it&#8217;s supposed to be. They buy because they love your story and mission and want to be part of that journey with you.\u201d<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"3\">\n<li><strong>Price higher than you think<\/strong><\/li>\n<\/ol>\n\n\n\n<p>When Poddar first started, they priced cheaply, then doubled it, and then tripled it. And nothing changed. Conversion rates and close rates all remained the same. Why? The customer values it differently because you&#8217;re solving a pain point for them.&nbsp;<\/p>\n\n\n\n<p>\u201cUntil people give you a pricing objection, you just keep going higher,\u201d suggests Malakasis, who served as a Go-To-Market (GTM) coach for both Super Order and Topline. \u201cYou&#8217;ll be surprised, as long as there&#8217;s value, how much people are willing to pay.\u201d She adds that contrary to popular belief, there&#8217;s no science behind proper pricing. It\u2019s all just testing. \u201cThe market will answer how much people are willing to pay for it.\u201d<\/p>\n\n\n\n<p>And by charging initially, you\u2019re more likely to understand demand.&nbsp;<\/p>\n\n\n\n<p>One mistake that Ornitz made was giving away his product for free. They got good feedback when the product was complimentary, but when they later tried to charge for it, no one wanted to pay, realizing they had spent six months building the wrong thing.&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"4\">\n<li><strong>Try different sales strategies before giving up<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Your ideal customer might love conferences or has never been to one. They might thrive on LinkedIn, or last logged in a decade ago.<\/p>\n\n\n\n<p>The point is, \u201cTry different sales strategies before you write off an idea or the current product iteration,\u201d suggests Poddar.&nbsp;<\/p>\n\n\n\n<p>For Ornitz, email wasn\u2019t working, and they were seeing a 0.01% reply rate to their first 1,000 emails. Then, they tried a different tactic, embedding videos into their email, and their reply rate went up to 4%. &#8220;We were banging our heads on the wall until we tried something different that caused it to work,\u201d Ornitz recalls.&nbsp;<\/p>\n\n\n\n<p>He adds that you also benefit from trying a few channels rather than relying on one. And it doesn\u2019t always have to be a major investment.&nbsp;<\/p>\n\n\n\n<p>At the first tradeshow Ornitz attended, he and his co-founder went without a booth, simply walking around and talking to contractors. When they eventually got a booth, Ornitz found the most success in gamifying their presence. What worked? Holding a contest to win a prize. Though the prize had nothing to do with their product, they knew it would intrigue their target audience. So when people would write their names down to enter, Ornitz and his team used the time to ask them questions and do discovery.&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\" start=\"5\">\n<li><strong>Be honest about your customer feedback<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Gather data from conversations with buyers to see whether their eyes light up when they talk about or use your product, suggests Poddar. If they don\u2019t light up or buy, understanding why is essential.&nbsp;<\/p>\n\n\n\n<p>\u201cIf they don&#8217;t even want to talk to you, they may not care about your product,\u201d says Poddar, \u201cBut if they&#8217;re interested in giving you feedback, that means they care about the problem, and maybe your product just isn\u2019t there (yet), giving you the signal to iterate.\u201d<\/p>\n\n\n\n<p>Something that trips up some founders at this stage is mistaking a lack of interest for a lack of need. \u201cIf they didn&#8217;t sign up, is it because you don&#8217;t have that feature? Or is it just that the problem you&#8217;re solving isn&#8217;t big enough for them?\u201d Ornitz poses.&nbsp;<\/p>\n\n\n\n<p>His advice: \u201cBe honest about customer feedback, and don&#8217;t mask it in feature building.\u201d<\/p>\n\n\n\n<p><strong>Making scaling easier&nbsp;<\/strong><\/p>\n\n\n\n<p>Scaling as a founder is tough, but you can make it easier by celebrating the hard parts.&nbsp;<\/p>\n\n\n\n<p>For Ornitz, that\u2019s cold calling, so his team created a compilation video of all of the crazy things contractors tell their sales representatives and then play at a company all hands to celebrate the absurdity, reminding everyone that they\u2019re together on this journey.&nbsp;<\/p>\n\n\n\n<p>And if you need a place to celebrate, ideate, and scale, <a href=\"https:\/\/www.wework.com\/info\/the-future-of-ai-is-happening-here\">discover why the world\u2019s most innovative companies call WeWork home<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019ve been asking questions like, how will I know when I find a product market fit? How long should I explore before launching? Or what should I initially price my product? These are all questions that founders have asked, and below are the answers from the founders who\u2019ve figured it out.<\/p>\n","protected":false},"author":2267,"featured_media":3000075525,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-single-default.blade.php","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43910,43902],"tags":[43960,39221,39218],"class_list":["post-3000075524","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-solutions","category-professional-development","tag-business","tag-entrepreneurs","tag-small-businesses"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to unlock product market fit and scale your B2B sales<\/title>\n<meta name=\"description\" content=\"If you\u2019ve been asking questions like, how will I know when I find a product market fit? 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