Скачать или смотреть How to sell anything NOW?

It's easier to sell 'painkillers' than 'vitamins':

You don't get "I will call you back next year"
You don't have to overeducate (they feel it)
You don't need to prove there is a need

And yes this is true for B2B too.

People have a 'job to be done';
If they don't do it, they can't hit KPIs;
So they want to take problems out of the way.

All of this is true (it's one of the first things you learn in marketing). But I'm going to add some nuance to this metaphor.

Your business should rely on retention and expansion.
So you can't rely only on fixing one-time problems.
Instead, you should aim to help clients long term.
Otherwise, they'll churn once the pain is gone.

So here's another way to see it:

1. Acquire clients with a painkiller: solve an urgent problem with a killer feature and attract them this way.

2. Secondly, retain them with the vitamin: help them succeed in the long run to prevent churn.

So here's the point:

You don't have to say it all straight away.

Attract first with something easier to sell, then expand.