Teach Your Prospects About Their Problems

By Scott Sambucci | May 11, 2021

“Most companies sell on the known said problem, because that’s what the customers talk about and complain about every day, so it’s easy and convenient to say, “Hey! You know how you said you have XYZ problem? Guess what? Our product can help you! Want to see a demo!” Worse, it’s downright lazy.

When you do this, you become a commodity in the market and immediately find yourself in competitive situations. You end up talking with mid-level managers who ask for a price even before they’ve seen the product.

Instead, when you sell on the unknown problem, you are teaching your prospects about their problems, you become insanely valuable, and, most of all, you position your product as a strategic solution instead of a commodity.”

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

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