Sell the problem you solve, Not the product you make
Some of the most effective sales strategies stand the test of time. It's
why even today, one of the most important sales techniques continues to be
about focusing on selling the solution to a customer's problem rather than the
This approach helps to position the product or service as a means to an
end rather than an end in itself. It enables the business to connect with the
customer on a deeper level and is more likely to lead to a sale.
Of course, it requires active listening, a thorough understanding of the
customer's needs, and the ability to position the product or service as a
problem-solver. By taking this approach, you can build longer-lasting
connections with customers, establish market trust and credibility, and
ultimately increase sales.
how does this pan out in the real world?
Let's look at two examples featuring restaurants.
In the first scenario, a customer is looking to celebrate a special
occasion with a group of friends. Rather than simply recommending the most popular
dishes on the menu, the server asks the customer about the occasion and their
preferences. The server then suggests a custom menu with a variety of shareable
plates and festive cocktails tailored specifically to the customer's tastes and
budget. By providing a personalized solution to the customer's desire to
celebrate with friends, the restaurant establishes meaningful customer rapport.
In another scenario, a customer is looking for a healthy option that
fits their dietary restrictions. Instead of simply offering a few salads or
vegetable dishes, the server takes the time to understand the customer's
specific needs, such as gluten-free or low-carb options. The server then
suggests a few dishes that fit those needs, highlighting the fresh, locally-sourced
ingredients and healthy preparation methods.
steps of selling the solution to a problem
1)Listening is the first step
No matter which industry you're in, your sales journey should ideally
start with understanding and addressing the needs and pain points of customers.
As mentioned earlier, it requires intently listening to customers, asking the
right questions, and empathizing with their unique situations. Start by
gathering basic information such as the customer's industry, business size, and
target audience. Then, dive deeper into their specific challenges, goals, and
objectives. Ask open-ended questions to uncover their pain points and
priorities and empathize with their situation. It is also helpful to conduct
market research, analyze customer data, and keep up with industry trends.
2)Create ample room for customization
The next step is to develop a tailored solution that meets your
customers' expectations. This may involve customizing features, modifying
processes, or providing additional support. It is also essential to set
realistic expectations because, as you may already know, too much of a good
thing can be bad.
3)Communicate how itâs a problem-solver
While offering tailored solutions to your customers, it is equally
crucial to communicate how those features solve the problem and deliver
benefits to them. By effectively communicating the problem-solving features and
benefits of your product or service, you can create a compelling value
proposition that resonates with your target customers - driving sales and
4)Follow up and keep listening
Following up with customers after providing a solution is an essential
part of building strong customer relationships. You should reach out within a
few days of providing the solution to gather feedback and address any lingering
concerns. This can be done through phone calls, emails, or surveys. When
following up, you should express appreciation for the customer's business and
ask if the solution was effective. If there are any outstanding issues, you
should take immediate action to resolve them.
When it comes to sales, focusing on selling the solution to your
customers' problems can make all the difference. After all, no customer wants
to buy a product or service that doesn't solve a problem or meet a need. So,
it's not about just pushing a product but about providing value and making
lives easier. After all, a happy customer is a loyal customer.