You’ve got a great product. Its value is so obvious that it’s going to sell itself.   You’ve just got to build it and the customers will come, right?   Wrong.   It’s not about the features, it’s about the pain points your prospects are facing. In this episode, I catch up with Adam Springer, Founder at StartupSales, to find out why so many salespeople do such a bad job addressing the pain points customers really care about.    We discuss:   - Why marketers express their value proposition poorly   - The 3 categories of pain points   - How to nail your messaging.   This post includes highlights of our podcast interview with Adam Springer, Founder at StartupSales.   For the entire interview, you can listen to The B2B Revenue Executive Experience. If you don’t use Apple Podcasts, we suggest this link.