Teach Your Customer About Their Problem

Teach Your Customer About Their Problem

By Scott Sambucci | March 9, 2021

Once you have a clear view of the critical business issue, shift your attention to answering, “Who are we solving the problem for?” That is, who are the buyers and stakeholders involved, and how do perspectives of the problem change from person to person within the same company?

The objective of these early conversations is for the customer and you to mutually understand each other—the prospective customer states the problem that needs solving, the ramifications if this problem is not solved, and how you might be able to help solve this problem.

As an expert in the problem that your product and company solves, this is an opportunity for you to leverage your knowledge to teach your customer about their problem and frame the discussion around how to solve it. In some cases, you’ll be the one helping your prospective customers define their problems, or at least helping them to uncover the root causes of the major business challenges.

Maintain a problem-solver mindset in these early sales conversations.

[Excerpt from my book – “Stop Hustling, Start Scaling.”]


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