Your prospects aren’t ignoring your product because it’s bad.

They’re ignoring it because your messaging doesn’t connect with what they truly care about in that moment.

Nobody cares that it’s “AI-powered” or an “all-in-one platform.”

If buzzwords and platitudes worked, your demo calendar would be packed.

But it’s not, is it?

Here’s the cold, hard truth: If your prospects can’t instantly understand what you do and why it matters, they’re gone.

Even if you’ve done the work—buyer personas, pain points, customer journeys—it’s all wasted unless you tap into the real emotional triggers that make buyers act now.

In B2B, where buying committees need a reason to align around a problem worth solving, vague messaging doesn’t cut it.

Enter Jobs to Be Done (JTBD). It’s not another shiny framework—it’s the ultimate cheat code for messaging that grabs attention, builds urgency, and makes prospects say, “We need this.”

Ready to generate more qualified buyers that are easier for sales to close?

Let’s get into it.

Why Pain Points Won’t Close the Deal

Let’s talk about pain.

As a Sandler disciple, I get it. Pain matters.

It’s the spark that gets people to sit up, take notice, and maybe even book a call with you.

But here’s the kicker: pain alone doesn’t close deals.

Think about it. Just because I know I have a problem doesn’t mean I’m itching to solve it.

Maybe it’s not painful enough. Maybe the status quo is still more comfortable than the headache of change.

In discovery calls, it often goes like this: “How committed are you to solving this problem? Scale of 1 to 10?”

If the answer’s anything less than a 10, you’re skating on thin ice. Status quo is lurking, ready to swallow your deal whole.

Now throw buying committees into the mix.

If everyone at the table isn’t convinced the problem is worth solving, you’re dead in the water.

Yet, sales teams rush in with their solutions, assuming the pain is big enough just because they’re having the conversation.

Big mistake.

Here’s what they miss: those pain points you hear on sales calls?

Nine times out of ten, they’re rational justifications.

But here’s the truth—people buy emotionally and justify rationally.

Sure, problem agreement gets you in the door. But if you don’t connect the dots between the problem, the buyer’s unique context, and their desired outcomes, the deal stalls.

Here’s an example. A company sticks with a clunky CRM for years.

Why?

Because ripping it out and installing a new one feels worse than limping along with what they’ve got.

Now imagine a new manager enters the picture.

They see the inefficiencies not as a nuisance but as an opportunity to prove their value.

Suddenly, the decision to change isn’t just about the CRM—it’s about their personal ambitions.

This is where most marketers screw up. They assume buyers follow some tidy, linear path:
Pain → Interest → Solution → Deal.

That’s a fantasy. Buying decisions are messy. They’re shaped by a tug-of-war:

• The push of current frustrations.
• The pull of your solution.
• The anxieties about change.
• And the habits anchoring them to the status quo.

If you want to move prospects forward, don’t just uncover pain. Dig deeper.

• What’s holding them back?
• What are they really trying to achieve?

Until you address these forces, the deal goes nowhere.

When you do?

That’s when they align. That’s when they act. And that’s when you win.

How Ten Interviews Can Change Everything

It all starts with talking to your customers. And if you’re thinking, “We’ve already done that,” take a moment to honestly assess whether you went deep enough.

Most buyer persona documents we see as a SaaS marketing agency barely scratch the surface. They miss the real insights.

And let’s face it—digging deep is a skill that takes time to develop. That’s why outsourcing this work to experienced agencies like ours can be a smart move.

But whether you handle it yourself or get help, the key is to avoid vague, surface-level questions like, “Why did you choose us?” Instead, go deeper. Ask questions like:

• “What problem were you trying to solve?”
• “What changed in your world that led you to look for a solution?”

These kinds of questions uncover the real story: the struggling moments, the triggers, and the outcomes your customers were hoping for.

And here’s an important point: your customers might not immediately know the answers themselves. That’s why you need to probe further and keep digging.

Once you’ve conducted at least ten interviews, patterns will begin to emerge. You’ll start to see common challenges, shared triggers, and recurring goals.

These insights are invaluable. They can shape everything:

• Your messaging becomes more relevant and resonant.
• Your product roadmap aligns better with customer needs.
• Your sales strategy targets the right pain points.

For example, let’s say your interviews reveal that many buyers hesitate because they’re worried about data migration. You can use this insight to create messaging and resources that directly address these fears:

• Highlight how seamless your migration process is.
• Share testimonials from customers who switched without a hitch.

This isn’t about guesswork. The Jobs to Be Done (JTBD) framework provides a structured way to uncover what truly matters to your customers and ensure your efforts are aligned with their priorities.

By investing in these conversations, you gain clarity that changes everything.

The First Steps to Mastering JTBD (Jobs to Be Done)

JTBD isn’t rocket science, but it’s not something you can wing.

It takes research. Preparation. And a little help from someone who’s done it before.

Start with Bob Moesta’s Demand Side Sales 101.

Check out his SaaS Backwards Podcast interview here. 

Seriously, don’t skip this.

It’ll rewire how you think about customers and give you the tools to uncover the real reasons they buy.

Once you’re ready, here’s your playbook:

1. Talk to Recent Buyers
   Skip the guesswork. Interview 10 customers who just bought your product. Dig into their “aha” moments. What struggle made them take action? What was the final straw?
2. Spot the Patterns
   Don’t overcomplicate this. Look for common threads in their stories. What triggered their decisions? What fears held them back? What outcomes did they really care about?
3. Turn Insights into Revenue
   Use their exact words. Not “marketing-speak.” Inject their language into your ads, website, and sales pitches. Show them you get their pain—and more importantly, their dreams.

When your messaging reflects what’s in your customers’ heads, something magical happens: you stop being just another vendor.

You become the obvious, undeniable solution.

The one they trust to solve their problem so well; they won’t even bother checking out your competitors.

Struggling to Stand Out? Get a Free Expert Review

If you’re struggling to stand out in a crowded market, feeling like your messaging isn’t resonating, or wondering why your leads aren’t converting into customers, it’s time to get a fresh perspective.

Our free Marketing and Messaging Review is designed to uncover the gaps and missed opportunities in your strategy, giving you actionable insights to elevate your marketing.

Don’t settle for guesswork—let us help you refine your approach and start connecting with your audience in a way that drives results.

It’s free, it’s tailored to you, and it’s the boost your business deserves.

Take us up on this offer today!