This Harvard professor reveals why people buy

Last week I showed you why 'how do we sell more?' is the wrong question.
 

Today, let me show you the real pattern that keeps tech & IT companies stuck.
 

It reveals itself in nearly every sales call:

You explain what your product does.
They ask how much it costs.
You offer a demo.
They say they’ll get back to you.
They never do.

If this feels familiar... I’m so sorry. It’s a morale killer.
 

Luckily, some ultrasmart scientists studied this dynamic for decades.
 

At Harvard Business School, Clayton Christensen and Bob Moesta discovered:
People don’t buy products. They hire solutions to fire problems.

Here’s what that means for you.

When a buyer looks at your platform, they’re not 'considering software.'

They’re evaluating if this will fire their daily nightmare: messy workflows, missed deadlines, frustrated team members.
 

When a director explores your tooling, she’s not buying a UI.  She’s hiring something to fire copy-pasting Excel hell at 21 in the evening.

The question isn’t 'how can we sell more of what we're selling?'

It’s: what are they hoping to fire?

Here's what i learned from the past 20 years in IT/tech. 
 

You’re not just competing with other vendors.
You’re competing with doing nothing.
You’re competing with manual fixes.
You’re competing with one more overpaid hire.
 

And if your message doesn’t address the headache?
They’ll assume you don’t understand it.

Most founders miss this. They keep pitching 'real-time always-on, people-first, data-driven dashboard thingies with seamless integrations.'
 

Your prospect hears: blah blah blah tech words.

What they need is someone who understands their pain and helps them fire it. 
 

Watch this short, funny video of the Harvard professor explaining how this idea fixed a multi-million dollar milkshake problem:

Next up: what a pricing objection REALLY is (spoiler: it’s not about pricing objections).