The Importance of "Novelty Chunking" When Selling B2B SaaS Products

Introduction

Selling innovative products often means balancing the excitement of novelty with the comfort of familiarity. The concept of "Novelty Chunking," as discussed by Oren Klaff in "Flip the Script: Getting People to Think Your Idea Is Their Idea," provides a powerful strategy to achieve this balance. By presenting new ideas in a way that minimizes risk and maximizes appeal, Novelty Chunking can significantly enhance the effectiveness of your sales efforts.

Understanding Novelty Chunking

Novelty Chunking is a technique that involves introducing a new product or idea by highlighting one novel feature while keeping the rest familiar and non-threatening. This approach reduces the perceived risk for potential buyers, making them more open to trying something new. It leverages the natural human tendency to be cautious about change (keep in mind that change is always very hard to sell), especially when making important decisions.

Why Novelty Chunking is Important for B2B SaaS

When introducing a B2B SaaS product, it’s crucial to strike a balance between novelty and familiarity. Too much novelty can overwhelm potential buyers, leading to avoidance rather than attraction. Here’s why Novelty Chunking is essential:

1. Reduces Risk Perception: Business buyers are typically risk-averse, especially when it comes to adopting new technologies. By chunking novelty, you present a new feature that stands out while reassuring buyers that everything else remains within their comfort zone. This reduces the perceived risk and increases the likelihood of adoption.
   
   

2. Enhances Message Clarity: Clear messaging is vital for B2B SaaS products. Novelty Chunking helps simplify the message by focusing on a single, novel aspect of the product, making it easier for buyers to understand and remember.
   
   

3. Builds Gradual Acceptance: Introducing novelty in chunks allows buyers to gradually become comfortable with the new aspect of the product. As they see its benefits and realize that the change is manageable, their resistance to the new technology decreases.

Implementing Novelty Chunking in B2B SaaS Sales

To effectively use Novelty Chunking, follow these steps:

1. Identify the Core Novelty: Determine the single most innovative feature of your product. This should be the key selling point that differentiates your product from the competition.
   
   

2. Highlight the Familiar: Emphasize how the rest of your product aligns with familiar solutions or processes that your buyers already trust and use. This provides a sense of security and reduces the perceived risk (example: all the features of top CRM products powered by market intelligence)
   
   

3. Communicate the New Normal: Position the novel feature as part of a broader trend or new normal in the industry. Show how similar innovations are being adopted and why they are beneficial. This helps buyers see the novelty as a positive evolution rather than a risky departure from the norm.
   
   

4. Use Social Proof: Leverage testimonials, case studies, and industry awards to validate your novel feature. Seeing that others have successfully adopted and benefited from the innovation can alleviate concerns and build confidence.
   
   

5. Gradual Introduction: If possible, introduce the novel feature gradually, allowing buyers to experience its benefits without feeling overwhelmed. For example, offer a phased implementation or a pilot program to demonstrate the feature’s value in a controlled manner.

Case Study: Novelty Chunking in Action

Imagine you’ve developed a new project management tool that integrates artificial intelligence to predict project risks. The AI integration is your core novelty, but the rest of the tool operates like traditional project management software.

Step 1: Identify the Core Novelty

• The AI risk prediction is the key novel feature.
  
  

Step 2: Highlight the Familiar

• Emphasize that the tool offers the same project tracking, task management, and collaboration features that buyers are already familiar with from other tools.
  
  

Step 3: Communicate the New Normal

• Position AI integration as a growing trend in project management, citing industry reports and examples of successful AI implementations.
  
  

Step 4: Use Social Proof

• Share testimonials from beta users who have successfully used the AI feature to mitigate project risks and improve outcomes.
  
  

Step 5: Gradual Introduction

• Offer a pilot program where buyers can test the AI feature on a limited number of projects before fully integrating it into their workflow.

Conclusion

Novelty Chunking is a powerful strategy for selling B2B SaaS products, as it balances the excitement of innovation with the comfort of familiarity. By focusing on a single novel feature and positioning it within a framework of familiar elements, you can reduce perceived risk, enhance message clarity, and increase the likelihood of adoption. As you implement Novelty Chunking, remember to validate the novelty with social proof and introduce it gradually to build buyer confidence. With this approach, you can effectively navigate the challenges of selling innovative B2B SaaS products and achieve greater success in your sales efforts.