“Now” Problem or “Later” Problem
“You might have already found yourself in this situation—you’ve talked to prospective customers and once they understand what you do and the problem you solve, they tell you, “We’d need to kick off a formal RFP process before we can make any decisions on this.”
Problem unaware prospects are a segment of the market to focus on later in your company’s growth. As a startup, look for problem-aware prospects—customers with a clear read on their problems who are actively seeking help to solving them.
Problem awareness isn’t typically a problem if you’re solving a problem that no one else has solved in the past, or if it is a problem that isn’t addressed well within the existing marketplace solutions. The bigger problem you’ll encounter is whether your target customers view the problem as a “now” problem or a “later” problem—is the need an “implicit need” or an “explicit need”?”
[Excerpt from my book – “Stop Hustling, Start Scaling.”]
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