Most B2B messaging tries to sell the product.
That’s the fastest way to sound like everyone else.
Instead: sell the conversation your product unlocks.
Because buyers don’t wake up wanting a tool. They wake up wanting progress—and the fastest path to progress is usually one good conversation.
Most teams don’t need X, they need Y
When you pitch the “thing,” you force the buyer to do translation work.
When you pitch the “conversation,” they instantly understand what changes in their world.
Examples:
Most teams don’t need a project management tool. They need a way to stop tasks dying in Slack.
Most teams don’t need a data warehouse. They need one version of truth so meetings stop being debates.
Most teams don’t need an expense platform. They need to stop chasing approvals and reimbursements.
Most teams don’t need new customer support software. They need fewer “where is my order?” tickets.
Most teams don’t need a BI dashboard. They need to answer “what’s going on?” in 30 seconds.
Positioning move:
Stop leading with what it is. Lead with what it prevents or what it enables.
Even when buyers like your outcome, they’re silently asking:
“Is this going to be a whole initiative?”
If it smells like a “whole initiative,” they don’t reply—even if you’re right.
So your job is to reduce perceived effort more than you increase perceived value.
How to reduce perceived effort (without underselling)
1) Shrink the first step
Don’t sell the finish line. Sell a small, safe first move.
“Want to pressure-test this in one team for 7 days?”
“Want me to show you what this looks like with your data—using a tiny sample?”
“Open to a quick sanity check before you invest time?”
Example:
A cybersecurity vendor doesn’t start with “platform deployment.”
They start with: “Let’s run a lightweight scan and show you what we see.”
That’s not a demo. That’s a conversation with evidence.
2) Make the outcome concrete
Vague outcomes feel like work. Concrete outcomes feel like progress.
Bad: “Improve onboarding”
Good: “Reduce time-to-first-value from 14 days to 5”
Bad: “Increase efficiency”
Good: “Cut month-end close by 3 days”
Example:
Payroll companies don’t sell “automation.”
They sell “stop fixing payroll errors at midnight.”
3) Remove setup anxiety
Buyers assume tools mean: integrations, training, change management, internal alignment… pain.
So say what they’re scared to ask.
“Works with what you already use.”
“No rebuild.”
“Start without IT.”
“One team first.”
Example:
A scheduling product doesn’t lead with features.
It leads with: “No back-and-forth emails. Send a link.”
That’s a conversation anyone can say yes to.
4) Timebox the experiment
Open-ended = commitment. Timeboxed = manageable.
“7-day test”
“Pilot with one workflow”
“Two-week sprint”
“One report, then decide”
Example:
Analytics tools win when they offer:
“Give us 14 days. If you don’t see 3 actionable insights, you walk.”
That turns “adopting a tool” into “having a quick conversation with proof.”
Examples: the conversation you’re actually selling
For RevOps / Operations teams
They don’t want “automation.” They want less chaos + more predictability.
Conversation starter positioning:
“Most ops teams don’t need another system. They need a way to stop exceptions from becoming the process.”
Low-effort hook:
“Want to map the top 3 places work gets stuck and see if there’s a quick fix?”
For Sales leaders
They don’t want “enablement.” They want reps saying the right thing consistently.
Conversation starter positioning:
“Most sales teams don’t need more scripts. They need a way to make ‘best practices’ show up in every deal.”
Low-effort hook:
“Want me to listen to 3 calls and show you the pattern that’s killing momentum?”
For Founders
They don’t want “a growth tool.” They want signal—fast.
Conversation starter positioning:
“Most founders don’t need another platform. They need a way to find what’s true before they scale it.”
Low-effort hook:
“Want to run a tiny test that tells us which message or segment is real—without weeks of build?”
We built Skyp around this exact idea: don’t sell “AI outbound.”
Sell the conversation you want to start.
Skyp helps you do that by turning the hardest parts of outbound into something you can run as a tight, timeboxed experiment.
So instead of “Want a demo of our platform?” your outreach becomes:
“Worth pressure-testing one angle on 30 accounts?”
“Want 2–3 example emails to your exact targets so you can judge quality fast?”
“If this doesn’t create real replies in a week, we’ll kill it.”
That’s the shift: from selling a tool → to starting conversations that produce signal.
