Don’t fall in love with your solution – fall in love with the problem you solve, says Brad Smith of Intuit.
When it comes to attracting the interest of potential clients, I would add “Fall in love with messaging to the problem you solve.”
It’s natural to fall into the trap of wanting to tell prospective clients about our qualifications, our methodologies, our past successes, and the like. True prospective clients will want to know about those things. But not in the first part of a marketing or sales conversation.
Instead, it’s better to open with discussing who you’re well-suited to helping—and the problem or aspiration they have for which engaging you would be the ideal solution.
For example, in my consulting practice I work with executives of manufacturing and B2B services companies who are concerned about customers who prioritize price over value. They increasingly face the issue of their services and products being “commoditized” by their prospects and customers. This squeezes their prices and erodes margins.
Whether in marketing messages or selling conversations, I want to focus the initial discussion on the problem and the consequences for them.
If the problem is relevant, then certainly we’ll move the conversation to how I can help them stop commoditization. We can then move on to the high-value outcome: getting paid what their solutions are really worth—and attracting customers willing to pay more when they see value.
Messaging to the Problem You Solve is a common theme in two Rainwerks programs: Packaged to Prosper and Pricing to Prosper.
For more information about Packaged to Prosper, follow this link.