Chief strategy and marketing officer Tim Riesterer sets the direction and develops products for Corporate Visions, a marketing and sales messaging, tools, and training company.His books—“Customer Message Management,” “Conversations that Win the Complex Sale,” and “Three Value Conversations”—focus on improving market-ready messages and tools that marketers and salespeople can use to win more deals.Gelb Related: Entrepreneurship Is Not About Problem Solving25.
“Instead of thinking out the box, get rid of the box.” – Deepak Chopra21.
“Solving problems means listening.” – Richard Branson22.
If your messaging is like that of most companies, then you typically address buyers’ identified needs and match them with your capabilities.
The problem with this approach, however, is that when you position and sell solutions to these known needs, you are responding to the same situation as your competitors. When you’re selling to the same needs as your competitors, with a similar set of solutions, prospects can’t see the difference, and your conversations end up focusing on one thing−lowering the price.
“Problems are not stop signs, they are guidelines.” – Robert H. “All problems become smaller when you confront them instead of dodging them.” – William F. “Sometimes problems don’t require a solution to solve them; Instead they require maturity to outgrow them.” – Steve Maraboli6. “If you can solve your problem, then what is the need of worrying? “Running away from a problem only increases the distance from the solution.” – Anonymous14.
If you cannot solve it, then what is the use of worrying? “Problem-solving leaders have one thing in common: a faith that there’s always a better way.” – Gerald M. “Each problem that I solved became a rule, which served afterwards to solve other problems.” – Rene Descartes16.
Dig hard to find the unknown, undervalued, unmet challenges that your prospects and customers aren’t even thinking about.
Then determine where your solution’s strengths align with specific, unconsidered needs to create what I’m calling “unconsidered value opportunities.” It’s at this intersection between unconsidered needs and strengths that you can create value for prospects in a way that you are uniquely qualified to deliver.
As a result, your ability to get prospects to do something different, choose you, and pay a premium hinges less on problem-solving skills and more on problem-finding skills.
What Does This Mean For Marketing And Sales Messaging?