Martin Stellar - Coach & Consultant for ethical sales and business growth

Martin Stellar - Coach & Consultant for ethical sales and business growth

I help nice people sell more

Download a free copy of my ebook, receive a short daily email...

and discover how to sell your work without compromising your values

Solutions Rarely Find Problems, But…

… but problems very, very often find solutions.

You may have heard the adage: don’t be a solution looking for problems to solve.

And it’s true – that approach makes for excruciatingly ineffective marketing and sales.

A solution looking for a problem to solve will rarely find that problem it can solve.

Because when we go out looking for ‘people who want the thing we have, the solution we bring’, two things happen:

First, we become myopic. We narrow down our vision, to the select set of people or companies who might want our solution – but because we only know so much about who they might be, we miss opportunities.

Because we’re not finding what we think we should be looking for, and we keep looking for it, blind to the fact that other people with slightly different problems would be keen to get our help.

And so we keep ourselves blind to the actual problems out there, that we might be able to solve, and that people do want our help with.

Secondly, our communications become self-sided, because we have that solution in hand, right?

“Look at this cool solution, and what it can do, and why you might be interested. Are you interested, in my solution?”

Your buyer will hear or read that discourse, and they’ll disconnect.

Because nothing in business is ever about us, or even our solution – it’s always about the other and the problem they want solving, and that’s the kind of messaging we ought to be giving them.

Your solution is part of that of course, but only as an instrument, a facilitative device – your solution is not the thing someone buys: what they buy is the outcome of your solution.

So it’s not “This is an awesome thing, the best I have” – it’s:

“This is exactly for you, for the kind of problem you want to solve”.

When you communicate that, you’re ‘speaking into the buyer’s world’, instead of from inside your own world.

And that gets people interested, and that makes for sales.

So as you go about your business building and marketing and sales etc, remember:

Don’t be a solution looking for a problem to solve.

Be a researcher, trying to find out which problems exist for those you want to help.

And, learn what those people are like.

You need to ‘learn what it’s like to be them’.

Like I’m fond of saying: learn your people.

Don’t lead by offering your solution.

Instead, lead by learning people’s reality, struggles, and problems.

Only once you’ve achieved that and identified those problems, do you talk about the solution you have for them.

And, if you’re dealing with a problem in your business related to growth or sales or impact or marketing:

Maybe I have a solution for you.

But tell me about the problems you’re dealing with, first.


On another note:
I’m building an app that coaches you on working your pipeline, moving your deals forward – and closing them faster and at better rates.
It’s called SalesFlow Coach, and we’re scheduled for beta-release early May 2022.
Register here to be notified when it goes live.

I help nice people sell more

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Results

Martin helped our co-working space get to full occupancy and $25.000 monthly revenue in less than a year.

~ Antonio Herrezuelo,
Avenida Capital

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