Understand Your Buyer > How To Convert > Problem Cause
What is it?
Defining the problem you solve is an important step in demonstrating your expertise to your buyer. Understanding WHY the problem exists takes this to the next level.
Why does it work?
It works because when we can describe WHY something happens, it implies we know how to STOP it happening. Your ability to define the problem you solve is one of the biggest factors in the mind of your buyer for them to have trust that your solution will work.
How can you use it?
To communicate what causes the problem your buyer is facing, we need to be careful that we don’t offend them by telling them it’s all their fault…
Factors may include (non exhaustive list)
- Changes in market needs
- Compliance / regulatory issues
- Maintenance (or lack of)
- Preparation (lack of)
- Capacity
- Communication
- Expectation
- Human Error
- Too much of something (too much rain causing leaks)
- Too little of something (too little petrol causing a breakdown)
- Lack of equipment
- Lack of expertise
- Lack of time
- Lack of understanding
Example
For messaging, the cause of people needing a Clear Sales Message™ is a combination of a lack of internal communication, coupled with a lack of expertise and understanding for knowing what to focus on in the field of basic communication.
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See also
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