One of the best ways to lose a sale, is ‘selling people a problem’.
And, it’s extremely easy to do.
“But wait!”, you say.
“I don’t sell a problem – I sell a solution!”
Of course, that’s what business is about: earning money for solutions.
But depending on how you communicate your solution, your buyer might perceive your solution to bring a host of problems that they need to deal with.
Like a developer I spoke to last week.
He’s building a super useful app, and since my business partner Antonio is an advisor to startups and investors, and the developer is looking to raise money, he wanted to show us what he’s building.
And what he showed us is definitely a solution for the user.
Except in the way that he presented the app, it constantly looked like hard work.
Extra time to spend.
More things to think about.
Lot’s of buttons to click.
All kinds of pages to navigate through.
And it wasn’t because there’s anything wrong with the app he’s building.
It was simply because his way of communicating and presenting wasn’t properly thought out.
He was communicating from the POV of an engineer, and missed the mark of speaking the language of the user.
As a result, what Antonio and I perceived was an extremely high interaction-cost.
I.e. for someone to decide to buy the solution, they’d also have to be willing to buy the problem.
So if this developer goes out to try and land an investor with that type of presentation, he’ll find it very hard to raise the funds.
Whatever you communicate, whatever problem you solve for people, always ask yourself:
Am I speaking the language of my buyer?
Am I, inadvertently, selling them a problem?
P.s. If my 10-week 1on1 training on ethical selling looks like you’d also be buying a problem, don’t buy it. If it doesn’t, here’s more info on how it works.