Either your customer is aware or unaware that he or she has the problem that you solve.
If your prospective customer is “problem unaware,” this means that you will need to invest a significant amount of time with the prospective customer to help him or her see the magnitude of the problem, find the right buyer types who are willing to initiate a sales process, and create urgency about a decision to take action and solve the problem you’ve defined.
Think of this as the “double sale.” First, you have to “sell” your prospective customer that he or she has a problem and that it needs resolved. Then, you have to sell your product as the solution to this problem that you’ve helped the customer identify.
[Excerpt from my book – “Stop Hustling, Start Scaling.”]
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