From the course: Cross-Selling
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Creating problem-centric messaging
- I want you to picture yourself on a typical Monday morning, getting ready for work. You step in the shower and after about five minutes, you shriek and jump out as the water temperature turns ice cold. You need a new water heater, right? Well, what you actually need is to not take cold showers. What you have is a water temperature problem. What you need is a solution to that problem. The reality is people buy solutions, not products. Your customers are no different. Why then do most companies spend the majority of their time talking about how great their products are? Because that's what they sell, right? Well, why wouldn't you? Unfortunately, that's not how the human brain is designed to make decisions. It's biologically wired to solve problems and the problems that create the most emotional impact if not solved get the most attention. That said, I always recommend you spend 75% of your time selling the problem and 25% of your time explaining how your product is the perfect…
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