founders paras chopra, chapter by chapter
34. Consumers Hate Being Sold To; Companies Expect It
Consumer products must explain themselves; business products need a process that explains their full value.
Consumers are impatient with explanation and abandon products that do not deliver value immediately. Businesses treat a purchase as an investment and often want a salesperson, presentation, or evaluation to connect a complex product to benefits and risk. The absence or presence of a sales process changes what the product itself must accomplish.
For consumer products, make onboarding and design perform the salesperson’s job without feeling like a pitch. For B2B, build a disciplined way to reveal total economic value and address stakeholders. If a consumer app needs a meeting—or an enterprise product offers no guided case—the motion is mismatched.
Original sketch and model by Paras Chopra. Read the source chapter.