The dangers of generic pitches and how to show true adaptability
If you’ve worked in B2B long enough, you’ve probably been on both sides of the table: once as the vendor pitching your solution, and once as the buyer sitting there, nodding politely while thinking, “This sounds like it could fit… literally anyone.”
And that’s the problem. When everything in your pitch feels generic, buyers don’t see a partner who understands their world. They see a vendor with a box of templates, ready to copy and paste the same spiel for the next prospect.
The truth is, B2B buyers don’t just distrust “one-size-fits-all” solutions; they avoid them. Why? Because no two businesses are exactly alike, even if they’re in the same industry. Context matters. Needs differ. And budgets certainly vary.
Why “One-Size-Fits-All” Solutions Don’t Work
Think about the last time you bought a shirt labeled “one size fits all.” Did it fit? Maybe it wasn’t terrible, but it probably wasn’t great either. Too tight in some spots, too loose in others.
B2B buyers feel the same way when presented with generic solutions. Here’s why:
- Complex ecosystems: Most businesses already run on a patchwork of tools, processes, and compliance requirements. Dropping in a standard package without adjustments rarely works.
- Unique priorities: Even two companies in the same industry might value completely different things; one might prioritize cost savings, while another cares more about scalability.
- Risk management: Generic solutions often raise red flags because they suggest that you haven’t considered the buyer’s specific challenges. If you haven’t done the homework, why should they trust you with their budget?
A “catch-all” approach might save you time in the short run, but it costs credibility in the long run. And in B2B, credibility is the currency that closes deals.
The Buyer’s Thought Process (a.k.a. The Skeptical Inner Voice)
When faced with a one-size-fits-all pitch, here’s what a B2B buyer is often thinking:
- “If they don’t understand my business, how can they help me succeed?”
- “This sounds like the same presentation they gave the company before me.”
- “Will this actually integrate with what we already use?”
- “What hidden costs will pop up because my needs weren’t considered?”
It’s almost like a mental checklist of red flags. And if too many are triggered, your pitch goes from interesting to forgettable.
What Buyers Actually Want Instead
So, what flips the switch from doubt to trust? Buyers want solutions that feel tailored without being over-engineered. That doesn’t mean reinventing the wheel for every prospect, but it does mean showing you’ve thought about their situation.
Here’s what earns their trust:
- Contextual awareness: Referencing their specific industry trends or challenges shows you’ve done your research.
- Scalable options: Buyers want room to grow. They’ll ask: “If our business doubles, will this still work?”
- Proof of flexibility: Demonstrating case studies where you adapted your solution for different clients makes your claims tangible.
- Collaboration mindset: Instead of handing them a static package, invite them to co-shape the solution with you.
And yes, sometimes just swapping “insert company name here” with an actual thoughtful insight goes further than you’d expect.
How to Show Adaptability Without Overpromising
Of course, “we can do anything for anyone” isn’t the answer either. That just sounds like another flavor of generic. Instead, show adaptability in concrete, structured ways:
- Offer tiers or modules
- Instead of one giant bundle, break your solution into modules. That way, buyers can pick what fits now and expand later.
- Frame flexibility with boundaries
- It’s fine to say, “Here’s where we’re strongest, and here’s where we can adapt to your context.” Clear limits actually build more trust than vague claims.
- Bring in relevant stories
- Share examples of past clients where you adjusted your approach. For instance: “We worked with a similar company that needed to integrate our platform with a legacy ERP system; we adjusted the rollout plan to make it work.”
- Listen before pitching
- Yes, this sounds obvious, but you’d be surprised how often vendors rush into demo mode. Ask: “What’s your top priority right now?” and use that to frame your solution.
- Use co-creation language
- Phrases like “let’s shape this together” position you as a partner, not just a vendor.
A Lighthearted Truth: Nobody Likes Being “Just Another Logo”
Here’s a small reality check: B2B buyers know when they’re being treated like slot number 37 in your quarterly quota. It’s a bit like ordering coffee and hearing the barista yell out “Next!” instead of your name. Sure, you’ll still get the coffee, but the experience feels impersonal.
The difference in B2B? Your “coffee” costs tens of thousands, or even millions, of dollars. Being “just another logo” isn’t just a bad feeling; it’s a dealbreaker.
How to Build a Reputation for Adaptability
Want to be the vendor buyers brag about to their peers? Here are some long-term ways to build that adaptable reputation:
- Train your team to spot signals: Teach sales reps to recognize when a buyer is hinting at a unique need.
- Invest in client feedback loops: Ask not just, “Did it work?” but, “How could this have fit you better?”
- Document customizations: Keep track of adaptations you’ve made across clients. It creates a playbook of possibilities for future deals.
- Highlight adaptability in marketing: Instead of shouting about features, show stories of how you solved real, specific problems.
So, What’s the Takeaway?
If there’s one thing you should walk away with, it’s this: B2B buyers don’t distrust solutions; they distrust solutions that look the same no matter who’s asking.
They want to feel understood, respected, and included in shaping the outcome. And when you show adaptability, genuine adaptability, not just lip service, you prove that you’re not selling an off-the-shelf product. You’re offering a partnership.
So, the next time you’re tempted to roll out the same old pitch deck, stop and ask yourself:
- Am I showing them that I understand their unique needs?
- Have I given them a reason to believe this solution will work for them specifically?
- Would I be excited to buy this if I were in their shoes?
Because at the end of the day, B2B buyers aren’t looking for “one size fits all.” They’re looking for “fits us well.” And that’s a much easier sale to make.
