The problem
How do you position something that means different things to different people based on how they use it... B2B SaaS is like that. A software is nebulous. It has no fixed form. Even when the code is set in stone. It becomes what the user makes of it.
The gap
Popular positioning frameworks in B2B SaaS revolve around differentiators and value props. But how do you make buyers care about those differentiators and value props? After all, every product has unique features and benefits.
Salt in wound: Post-PMF
Pre-PMF buyers are smarter than you. They know a good product when they see it. And readily buy it without prior proof. You, on the other hand, readily sell, without thinking if you are getting a good price.
Post-PMF things change. You know the value of your product much better. But you meet ignorant buyers who fail to understand what makes it special. These buyers compare you on price even when you show them perfectly articulated differentiators and benefits.
The solve
Human beings are a bundle of beliefs. Speed means nothing to someone who believes in slow living. Nor rituals to someone who believes in low maintenance.
The point of view (POV) of your buyer dictates if they will care about your differentiators and value props. And that is the ingredient that's likely missing in your positioning...
Takeaway
Without a POV, positioning is powerless.
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About Author: Silky Agarwal
I work as a positioning and messaging success partner for post-PMF B2B SaaS businesses. And have advised Freshworks, Zycus, RippleHire, NextBillion, Jumper, SMS-Magic, Simplicontract, and Netcore, among others. I believe B2B SaaS companies should focus less on positioning the product, and more on positioning the customer.
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