Make Buyers Want to Pay
▻https://hackernoon.com/make-buyers-want-to-pay-638245800da1?source=rss----3a8144eabfe3---4
If you want enterprise customers, then users are just half your audience. The other half are buyers — executives with budget authority. Many startups focus on the users and forget about the buyers, then struggle to sell.Free trials, free and low-cost tiers, and open-sourcing are for making users want your product. Popularity is a benefit to buyers, because it will accelerate adoption, but it’s not enough, nor is it necessary. Buyers need to be convinced that your product will solve their most important business needs — their desired outcomes — such as lowering overhead or meeting compliance requirements. That’s what your marketing should be about.Even if you reach an enormous level of adoption like Slack or GitHub, all the work of attracting buyers and converting them into customers will still be (...)