When You Know Your Customers’ Problems, You Become Their Partner

By Scott Sambucci | March 23, 2021

“If you find yourself in a situation where you feel like you have this cool technology, and you’re looking for a market for it, then you’re just the hammer looking for a nail. This is the moment to take a step back and say, “What problem does this technology solve?” Just because you can (or did!) build a product, it doesn’t mean the market wants to buy it.

When you know your customers’ problems, you become their partner. Your customers will be more honest and open with you. They’ll tell you the real issue and the politics involved with solving it. By focusing on the problem, you’ll win bigger deals in less time.

The easiest way to begin that is to think like the executives at your target customers. Concentrate on the specific issues that these executives have in their daily work. Once we focus on the problems, then we can back into what our product does.

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

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