Problems Worth Solving?

To you, it seems clear: the problem this person has, is totally something you can solve for them.

And they are on board as well: they like you, trust you, they know what’s in the tin and they’ve got the budget, and yet: the sales process stalls, and there’s no purchase.

Annoying and confusing, to be sure.

But there’s a simple, effective way for you to unblock stalled sales situations, and it comes down to problem-finding.

Because in many of these cases, where everything seems to line up and yet there’s no sale, it’s because we try to sell a solution for a problem that’s not worth solving.

‘My website is outdated’ is a good problem to solve, sure. But for a business owner, an outdated website is not the problem. Not if there’s other, bigger problems to solve first: make payroll, deliver product or service, manage the team, improve IT or fleet of vehicles… oh yeah, and then there’s that website. We’ll deal with that later, once I get this stuff off my plate.

So the problem ‘outdated website’ isn’t worth solving for your buyer, at that time.

But if you identify the actual problem, and the cost of not solving it…

Like so: “Your competitors have spiffy websites, with great SEO, and they’re signing on clients. Because your site isn’t up to date, you’re losing out on sales, while your competition is ‘eating your tortilla’, as they say in Spain”.

Lost sales? Overrun by competition? Now that’s a problem worth solving!

Your job as a seller isn’t to convince someone that their problem needs solving.

Your job is to identify the actual, underlying, costly problem.

Point at that, and your buyer will convince themselves that it’s a problem worth solving.



Also published on Medium.

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