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"We'll need to run the numbers first."
Every B2B seller has heard it. And it's fair enough. Business decisions need to stack up. Costs, timelines and features all have to make sense on paper.
But here's what's easy to forget. Behind every spreadsheet is a person. Someone who wants to feel confident they're making the right call. Someone who'd love one less thing to worry about. Someone who may need to explain the decision to a partner, a board or their own team, and wants to look good doing it.
People justify decisions with logic. But they're moved by feeling: confidence, relief, clarity, progress, the sense that this will finally make life easier.
Take a feature like "monthly reporting included". Useful? Absolutely. Exciting? Not really. Now try this: "Walk into every meeting knowing exactly what's working, and why." Same feature. Very different pull.
The best marketing doesn't choose between the practical and the human. It speaks to both. The facts give people permission to say yes. The human benefit gives them a reason to want to.
This week's prompt is simple. Take one practical feature of your offer and rewrite it as a human benefit. Ask: how does this make my customer feel, or what does it free them from?
Watch this week's Ideal Marketing Minute here.
If you'd like help finding the value that truly moves your buyers, our Customer Value Scope uncovers both the practical and emotional reasons your best customers choose you. If you like this function vs emotional push pull then here is the link to my TEDx talk which will be right up your street: The hidden story behind why we buy
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